SI CHEN EXAM 1 MBA 706 ACTUAL PAPER
SOLVED QUESTIONS
◉ benefits of marketing research
Answer: working on gaining information to help aid managers in
making better decisions, if and only if it is useful
◉ interesting vs meaningful
Answer: separating the "nice to now" from "need to know"
◉ marketing research should answer the "__ ____" question
Answer: so what
◉ 5-stage marketing research process
Answer: 1. problem formulation
2. research design
3. data collection design; sample design and data collection
4. analysis and interpretation
5. research reporting
◉ how do you avoid producing useless research?
,Answer: communicate with the manager from day 1 on what
research question will be tackled; importance of problem
formulation
◉ two objectives of the initial meeting with a client
Answer: 1. establish rapport including trust building and open
communication
2. learn as much as possible about the problem/opportunity
◉ planned change
Answer: desired changes to help business grow; proactive
◉ unplanned/unanticipated change
Answer: changes in environment; reactive
◉ clarify problem or opportunity
Answer: get precisely to the heart of the problem, challenge any
pre-existing assumptions by managers, overcome "normal
thinking", consider conducting exploratory research
◉ decision problem
Answer: the problem facing the decision maker for which the
research is intended to provide answers
◉ discovery oriented decision problem
, Answer: aim to understand the situation; what is going on? why is
it going on?
◉ strategy oriented decision problem
Answer: aimed at making decisions; how should we implement x,
y, z?
◉ research problem
Answer: a restatement of the decision problem into what
information is required by the decision problem
◉ research problems usually begin with an ______ word and
describe information to be uncovered
Answer: action
◉ what is the goal of problem formulation?
Answer: specify the full range of potential research problems
◉ it is better to fully address _ or _ research problems rather than
try to address every possible research problem
Answer: 1, 2
◉ research request agreement
SOLVED QUESTIONS
◉ benefits of marketing research
Answer: working on gaining information to help aid managers in
making better decisions, if and only if it is useful
◉ interesting vs meaningful
Answer: separating the "nice to now" from "need to know"
◉ marketing research should answer the "__ ____" question
Answer: so what
◉ 5-stage marketing research process
Answer: 1. problem formulation
2. research design
3. data collection design; sample design and data collection
4. analysis and interpretation
5. research reporting
◉ how do you avoid producing useless research?
,Answer: communicate with the manager from day 1 on what
research question will be tackled; importance of problem
formulation
◉ two objectives of the initial meeting with a client
Answer: 1. establish rapport including trust building and open
communication
2. learn as much as possible about the problem/opportunity
◉ planned change
Answer: desired changes to help business grow; proactive
◉ unplanned/unanticipated change
Answer: changes in environment; reactive
◉ clarify problem or opportunity
Answer: get precisely to the heart of the problem, challenge any
pre-existing assumptions by managers, overcome "normal
thinking", consider conducting exploratory research
◉ decision problem
Answer: the problem facing the decision maker for which the
research is intended to provide answers
◉ discovery oriented decision problem
, Answer: aim to understand the situation; what is going on? why is
it going on?
◉ strategy oriented decision problem
Answer: aimed at making decisions; how should we implement x,
y, z?
◉ research problem
Answer: a restatement of the decision problem into what
information is required by the decision problem
◉ research problems usually begin with an ______ word and
describe information to be uncovered
Answer: action
◉ what is the goal of problem formulation?
Answer: specify the full range of potential research problems
◉ it is better to fully address _ or _ research problems rather than
try to address every possible research problem
Answer: 1, 2
◉ research request agreement
