Session 2 Quiz

After the decision-maker’s objectives have been verified, the next stage of the problem definition process involves:

• A.

  stating the hypotheses and research objectives.

• B.

  isolating and identifying the problem.

• C.

  determining the unit of analysis.

• D.

  understanding the background of the problem.

According to the analogy in the iceberg principle, the portion of a problem that extends below the water are the ______.

• A.

  symptoms.

• B.

  marketing management problems.

• C.

  hypotheses.

• D.

  problem background.

‘Customers complain that services in the restaurant is too slow’. This statement is an example of a:

• A.

  true problem.

• B.

  symptom.

• C.

  hypothesis.

• D.

  research objective.

Informal gathering of background information to gain an awareness of marketplace conditions often requires:

• A.

  exploratory research.

• B.

  descriptive research.

• C.

  causal research.

• D.

  market testing.

A preliminary investigation designed to gain an awareness of marketplace conditions is known as:

• A.

  test marketing.

• B.

  situation analysis.

• C.

  unit analysis.

• D.

  problem definition .

Specifying whether the research data should be gathered from individuals or from households occurs at which stage of the problem definition process?

• A.

  Determining the relevant variables

• B.

  Determining the decision-maker’s objectives

• C.

  Determining the unit of analysis

• D.

  Determining the research hypotheses

Which type of variable is ‘brand of tooth-paste’?

• A.

  Continuous

• B.

  Dummy

• C.

  Dependent

• D.

  Categorical

Which type of variable is ‘market share’?

• A.

  Continuous

• B.

  Independent

• C.

  Dummy

• D.

  Classificatory

Consider the statement, ‘Age of customers is an important variable in influencing average monthly expenditure they spend on health supplements.’ Which types of variables are ‘Age of customers’ and ‘average monthly expenditure’, respectively?

• A.

  dependent; independent

• B.

  independent; dependent

• C.

  Both are interdependent variables.

• D.

  Both are dependent variables.

The researcher's translation of the marketing problem into a specific inquiry is called a(n):

• A.

  intuitive statement.

• B.

  research objective.

• C.

  research question.

• D.

  research hypothesis.