Chapter 3

The Research Process and Problem Formulation

6. The most important step in the research process is

a. determining the research design.
b. designing data collection method and forms.
c. preparing the research report.
d. analyzing and interpreting the data.
e. formulating the problem.

7. After the research design has been determined, the next two steps in the research process
are
a. design the sample and collect data; analyze and interpret the data.
b. design the data collection method and forms; analyze and interpret the data.
c. design the data collection method and forms; design the sample and collect data.
d. design the sample and collect data; analyze and interpret the data.
e. analyze and interpret the data; prepare the research report.

8. After determining the research design the next step in the research process is
a. design sample and collect data.
b. design data collection method and forms.
c. formulate problem.
d. prepare the research proposal.
e. none of the above.

9. After formulating the decision problem, the next two steps in the research process are
a. determine the research design; design the data collection method and forms.
b. design the data collection method and forms; design the sample.
c. design the data collection method and forms; collect data.
d. design the sample; determine the research design.
e. determine the research design; design the sample.

10. The sample design stage of the research process includes specifying
a. the population from which the sample elements will be drawn.
b. the sampling frame.
c. the type of sample.
d. the sample size.
e. all of the above.

11. The sampling frame deals with

a. the list of population elements from which the sample will be selected.
b. the procedure used to select the sample from the population.
c. the number of population elements to be chosen as the sample.
d. the form of the sample to be chosen from the population elements.
e. none of the above are representative of a sampling frame.
12. Which of the following is TRUE?
a. Decreasing the sample size is a sure way to reduce total error since it reduces
sampling error which is an important component of total error.
b. In designing a research project, the most important type of research error is total
error.
c. In designing a research project, the most important type of research error is sampling
error.
d. Increasing the sample size is a sure way to reduce total error since it reduces
sampling error, which is an important component of total error.
e. They are all false.

13. Which of the following is NOT part of the data analysis and interpretation stage of the
research process?
a. scanning the data collection forms
b. assignment of numerals to the responses
c. deciding the number of points on a measurement scale
d. orderly arrangement of data in summary tables
e. a and c

14. Data analysis generally involves a series of steps. In correct order, the first three of these
steps are
a. tabulating, coding, and editing.
b. coding, tabulating, and editing.
c. editing, coding, and tabulating.
d. editing, tabulating, and coding.
e. coding, editing, and tabulating.

15. The process of checking data-collection forms for completeness, consistency, and
adherence to instructions is known as
a. tabulation.
b. scanning.
c. coding.
d. editing.
e. skip-tracing.

16. Which of the following statements is FALSE?

a. Decision problem formulation is the first step in the research process.
b. Sampling error is the key error associated with a research project.
c. The stages in the research process are interrelated in that a decision with respect to
one stage affect is decisions made at the other stages as well.
d. Revision of the decision problem is not possible after data have been collected.
e. b and d are false.

17. The marketing problem should be defined clearly so that

a. communication between the researcher and the decision maker can be reduced.
b. research can be designed properly.
c. the researcher knows what results to come up with.
d. the decision maker understands the decision to be made.
e. all of the above.
18. Which of the following is FALSE?
a. The largest source of marketing problems is serendipity in the form of new ideas.
b. Marketing problems develop from not only real marketing problems but also
marketing situations called opportunities.
c. The marketing problem should be defined clearly so that research can be designed
properly.
d. Change is a fundamental source of marketing problems.
e. They are all true.

19. Which of the following is TRUE?

a. The decision maker does not need to understand what marketing research can and
cannot accomplish.
b. Many managers cannot clearly and precisely state the nature of the decision problem
they want investigated.
c. Managers do not need to be actively involved in the marketing research process.
d. If a decision maker will not change his decision regardless of the result of the
research, the research should still be conducted for informational purposes.
e. A researcher should not worry about the decision alternatives as decision makers
typically will provide researchers with a complete list of them.

20. Research problems arise from

a. unanticipated change in the marketing environment in the form of competitor
initiatives.
b. a firms planned change of a marketing variable.
c. customer complaint letters.
d. a and c.
e. a, b and c.

21. New ideas as a source of marketing research problems arise from

a. customer complaint letters.
b. salespersons call reports.
c. comments in trade publications.
d. customer calls to toll-free service assistance centers.
e. all of the above are sources of new ideas.

22. Which of the following is TRUE?

a. The decision problem is also the research problem.
b. The decision problem involves determining what information to provide and how
that information can best be secured.
c. The key difference between the decision problem and the research problem is the
decision problem focuses on what action needs to be taken while the research
problem focuses on what information to provide and how that information can best
be secured.
d. The key difference between the decision problem and the research problem is the
research problem focuses on what action needs to be taken while the decision
problem focuses on what information to provide and how that information can best
be secured.
e. They are all true.
23. Which of the following factors should NOT affect the design of a marketing research project?
a. the decision makers environment
b. the corporate culture
c. the consequences of alternative actions
d. the objectives of the decision maker
e. all of the above should affect the design of the research

25. Which of the following statements is FALSE? Decision problems are more complex
when
a. there is a group of people charged with the decision rather than a single individual.
b. there are many possible courses of action rather than a few.
c. the courses of action provide an equal rather than unequal chance of attaining the
desired outcome.
d. there are many rather than a few outcomes associated with any choice.
e. they are all true.

26. Which of the following is TRUE?

a. Marketing research is a science.
b. The first step in choosing a research supplier is to ask for references.
c. Marketing research should be carried out whenever there is the potential for learning
something new about the problem.
d. If decision makers do not know what they want to achieve, a research study can help
them make the decision.
e. The researchers written statement describing his or her understanding of the
decision problem is called the research request statement.

32. Which of the following is false:

a. Secondary data help specify problem formulations.
b. A plan for analyzing the data should exist before collecting the data.
c. Research design may be modified after data analysis.
d. Interpretation of results can inform the marketing problem.
e. Research reports should be both accessible to nontechnical people as well as contain
the technical details for readers who wish to see them.

. 34. A research proposal need not contain which of the following:

a. caveats and limitations regarding the scope of the project
b. caveats and limitations regarding the sample
c. technical appendix describing analyses to be conducted
d. labor costs estimates
e. indication of understanding of the clients marketing problem