MCQ. with justification the answer:

1) The emphasis in marketing is on the identification and satisfaction of ________.

A) market needs

B) business needs

C) marketing goals

D) customer needs

2) ____ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future.

A) Problem solving research

B) Marketing information systems

C) Segmentation research

D) Problem identification research.

3) External research suppliers can be classified as ________ and ________.

A) full-service; limited-service B)

limited-service; partial-service

C) full-service; partial-service

D) none of the above.

4) The ___ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.

A) management problem

B) problem definition

C) problem audit

D) none of the above

5) The management decision problem focuses on ________, while the marketing research problem focuses on ________.

A) symptoms; underlying causes

B) solutions; underlying causes

C) symptoms; solutions

D) none of the above

6) Which statement about hypotheses is not true?

A) An important role of a hypothesis is to suggest variables to be included in the research design.

B) Hypotheses are declarative and can be tested empirically.

C) It is possible to formulate hypotheses in all situations.

D) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher.

7) Research designs may be broadly classified as ________ or ________

A) exploratory; conclusive

B) conclusive; descriptive

C) conclusive; causal

D) exploratory; causal .

8) The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielsen Index is an example of ________.

A) standardized services

B) customized services

C) analytical services

D) syndicated services

9) If the management decision problem is: "Should a new product be introduced?" what is the most appropriate marketing research problem?

A) determining the impact of new distribution outlets.

B) determining consumer preferences and purchase intentions for the proposed new product

C) determining the effectiveness of the current advertising campaign

D) determining the price elasticity of demand and the impact on sales and profits of various levels of price changes .

10) Which of the objectives below would best represent exploratory research?

A) Test specific hypotheses and examine relationships.

B) Describe market characteristics or functions.

C) Provide insights and understanding.

D) Determine cause and effect relationships.

11) Which statement is not true about research design?

A) Research design specifies the measurement and scaling procedures.

B) Research design is a framework for conducting the marketing research project.

C) Research design is undertaken before developing the approach to the problem.

D) Research design is undertaken after the marketing research problem is defined.

12)________ is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

A. Design formulation

B. Research classification

C. Research design

D. None of the above

13) The primary objective of ________ is to provide insights into, and an understanding of, the problem confronting the researcher.

A) causal research

B) descriptive research

C) conclusive research

D) exploratory research

14) The "Got Milk?" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption.

A) the economic environment

B) the legal environment

C) buyer behavior

D) objectives

15) A ________ is a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis.

A) decision support system

B) management information system

C) marketing information system

D) none of the above

16) Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process?

A) qualitative research

B) interviews with industry experts

C) analysis of secondary data

D) all of the above

17) In the example given in your text, the Harley Davidson management decision problem and the marketing research problem were defined with the help of all of the following except ________.

A) secondary data on motorcycle owners

B) discussions with a committee of top management

C) discussions with industry experts

D) focus groups with motorcycle owners

18) According to the Chain Restaurant Study in your text, the researcher had collected data but did not know ________.

A) the marketing research problem

B) the approach to the problem

C) the management decision problem

D) the data collection process

19) According to the problem definition and approach development process as shown in Figure 2.1 in the text, the tasks involved in problem definition consist of all of the following except ________.

A) discussions with the decision makers

B) analysis of project costs

C) interviews with industry experts

D) analysis of secondary data

20) The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the following is not one of the seven Cs? A) causality

B) communication

C) candor

D) continuity