12. In the mid-2000s, McDonald's initiated marketing research to understand why sales were down and why consumers had begun to develop strong negative attitudes to the brand. The first step in the research process is defining the objectives, which usually springs directly from a. the manager b. a marketing problem c. the research budget d. customer requests 13. In trying to understand their problem, Mcdonald's may have consulted ACSI scores (the American Customer Satisfaction Index), which showed that consumers were not as satisfied with Mcdonald's as they were with Wendy's, their competitor. In marketing research, data, such as the ACSI scores, are types of information that have already been collected from other sources and are usually readily available sometimes for a fee but often free to the user. a. exploratory b. primary c. scanner d. secondary 14. In trying to determine the best price to charge for a new premium burger, Mcdonald's may study how demand and profitability vary for the burger in different markets, with different price points. This is known as experimentation. Experimental research: (pick the one that applies) a. is basically secondary research b. is done only in the hard sciences, not in marketing c. tests for causality (if I change A, what happens to B?) d. determines the economic impact of variables in the market 15. Which of the following is NOT qualitative research? a. Observation b. Experiments c. Focus groups d. In-depth interviews