MKT 3413 EVALUATION TEST ANSWERS AND
QUESTIONS SET A+
✔✔To identify the underlying causes of the problem, the researcher should ________.
A) conduct a problem audit
B) define the management decision problem
C) assess what past research was done for the firm
D) assess competitor success
E) all of the above - ✔✔conduct a problem audit
✔✔________ is a comprehensive examination of a marketing problem to understand its
origin and nature.
A) Problem definition
B) Problem correction
C) Hypotheses generation
D) Research directive
E) Problem audit - ✔✔Problem audit
✔✔The problem audit involves discussions with the decision maker on all of the
following issues EXCEPT the ________.
A) history of the problem
B) criteria that will be used to evaluate the alternative courses of action
C) information that is needed to answer the decision maker's questions
D) alternative courses of action available to the decision maker
E) national culture as it's related to a country's trade barriers - ✔✔national culture as it's
related to a country's trade barriers
✔✔Interviews with industry experts, those individuals who are knowledgeable about the
firm and the industry, may help formulate the marketing research problem. Which of the
following statements is true about interviews with industry experts?
A) These experts may be found both inside and outside the firm.
B) Typically, expert information is obtained by unstructured personal interviews without
Administering a formal questionnaire.
C) It is helpful to prepare a list of topics to be covered during the interview.
, D) All of the above are true. - ✔✔All of the above
✔✔________ are data collected for some purpose other than the problem at hand.
A) Primary data
B) Secondary data
C) Virtual data
D) Observational data
E) Research data - ✔✔Secondary data
✔✔Which of the following is true about secondary data?
A) Collection time is long.
B) Quality of data is high.
C) Cost of collecting the data is low.
D) It is easy to access.
E) It is highly relevant to marketing research problems. - ✔✔Cost of collecting the data
is low.
✔✔According to the text, ________ are an economical and quick source of background
information.
A) primary data
B) virtual data
C) secondary data
D) observational data
E) all of the above - ✔✔secondary data
✔✔Which of the following is NOT an example of a source of secondary data?
A) trade organizations
B) Census Bureau
C) Internet
D) industry associations
E) survey data - ✔✔survey data
✔✔Which of the following represents an example of a secondary data source?
A) the formula for Coca-Cola
B) population census data
C) the new models to be introduced by GM in the next three to five years
D) interviews
E) experiments - ✔✔population census data
✔✔Which sources of secondary data would be helpful in defining the problem of
Wendy's increasing its share of the fast food market?
A) a field research project to be conducted by Wendy's to answer the question of how to
increase its share of the fast food market
B) a report from the Fast Food Retailers Association on changing preferences for
consumer tastes
QUESTIONS SET A+
✔✔To identify the underlying causes of the problem, the researcher should ________.
A) conduct a problem audit
B) define the management decision problem
C) assess what past research was done for the firm
D) assess competitor success
E) all of the above - ✔✔conduct a problem audit
✔✔________ is a comprehensive examination of a marketing problem to understand its
origin and nature.
A) Problem definition
B) Problem correction
C) Hypotheses generation
D) Research directive
E) Problem audit - ✔✔Problem audit
✔✔The problem audit involves discussions with the decision maker on all of the
following issues EXCEPT the ________.
A) history of the problem
B) criteria that will be used to evaluate the alternative courses of action
C) information that is needed to answer the decision maker's questions
D) alternative courses of action available to the decision maker
E) national culture as it's related to a country's trade barriers - ✔✔national culture as it's
related to a country's trade barriers
✔✔Interviews with industry experts, those individuals who are knowledgeable about the
firm and the industry, may help formulate the marketing research problem. Which of the
following statements is true about interviews with industry experts?
A) These experts may be found both inside and outside the firm.
B) Typically, expert information is obtained by unstructured personal interviews without
Administering a formal questionnaire.
C) It is helpful to prepare a list of topics to be covered during the interview.
, D) All of the above are true. - ✔✔All of the above
✔✔________ are data collected for some purpose other than the problem at hand.
A) Primary data
B) Secondary data
C) Virtual data
D) Observational data
E) Research data - ✔✔Secondary data
✔✔Which of the following is true about secondary data?
A) Collection time is long.
B) Quality of data is high.
C) Cost of collecting the data is low.
D) It is easy to access.
E) It is highly relevant to marketing research problems. - ✔✔Cost of collecting the data
is low.
✔✔According to the text, ________ are an economical and quick source of background
information.
A) primary data
B) virtual data
C) secondary data
D) observational data
E) all of the above - ✔✔secondary data
✔✔Which of the following is NOT an example of a source of secondary data?
A) trade organizations
B) Census Bureau
C) Internet
D) industry associations
E) survey data - ✔✔survey data
✔✔Which of the following represents an example of a secondary data source?
A) the formula for Coca-Cola
B) population census data
C) the new models to be introduced by GM in the next three to five years
D) interviews
E) experiments - ✔✔population census data
✔✔Which sources of secondary data would be helpful in defining the problem of
Wendy's increasing its share of the fast food market?
A) a field research project to be conducted by Wendy's to answer the question of how to
increase its share of the fast food market
B) a report from the Fast Food Retailers Association on changing preferences for
consumer tastes
