Chapter_3_-_Problem_Formulation-2.pdf

Chapter_3_-_Problem_Formulation-2.pdf - 1 A famous case in...

Info icon This preview shows pages 1–4. Sign up to view the full content.

1. A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to: a. A narrow conception of the research. b. Uneven caliber of researchers. c. Poor problem definition. d. Late and occasional erroneous findings. e. Personality and presentation differences. ANSWER: c POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 2. The process of trying to identify specific areas where additional information is needed about the marketing environment is called: 3. In marketing research, a _______ is something that needs information regardless of whether the organization originally viewed the situation as a problem or an opportunity.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

4. The best way of avoiding the trap of researching the wrong problem is to: d. All of the above are correct. e. None of the above are correct. 5. Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter. a. Complexity b. Urgency c. Riskiness d. Uniqueness e. Subjectiveness ANSWER: d POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 6. Which of the following is NOT one of the six steps in problem definition identified in chapter 3?
Image of page 2
7. Meeting with the client should be done at the earliest stages of a research project for which of the following reasons? d. Both B and C are correct. e. None of the above are correct. 8. A marketing researcher is meeting with a manager who has identified a problem. During the initial meeting, the researcher asks, "why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem?
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 4
This is the end of the preview. Sign up to access the rest of the document.
  • Winter '12
  • Maute

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern