2.02 Marketing 2

Which of the following activities helps managers make smart decisions regarding the problems and opportunities facing their businesses:

• Conducting marketing research

• Advertising and sales promotion

• Hiring new employees

• Providing customer service

How research will be conducted depends on a business’s

• industry and resources.

• products and employees.

• size and resources.

• size and industry.

The success of any marketing research study depends most directly on

• having enough money.

• finding the best customers.

• hiring the right researchers.

• defining the problem correctly.

Which of the following is a benefit of having managers and researchers on the same page about the marketing research problem:

• It eliminates the need to establish research objectives.

• It keeps the business from wasting resources.

• It ensures favorable results from the research study.

• It improves the business’s market share.

Erika, a manager, is wondering why sales are lower in a particular market segment. This is her

• research objective.

• situation analysis.

• research problem.

• decision problem.

“What are some unfulfilled needs in our target market?” is an example of a(n)

• discovery-oriented decision problem.

• strategy-oriented decision problem.

• unit of analysis.

• relevant variable.

“Which advertising campaign will be more effective?” is an example of a(n)

• discovery-oriented decision problem.

• strategy-oriented decision problem.

• unit of analysis.

• relevant variable.

The problem from the researchers’ perspective is known as the

• research objective.

• investigation objective.

• research problem.

• decision problem.

Researchers should avoid conducting marketing research projects when managers

• are unwilling to take risks.

• have preset ideas about results.

• have too much money to spend.

• are disorganized.

Managers should avoid marketing research projects that

• might give unfavorable results.

• take a long time to complete.

• involve new products.

• make little financial sense.