Part I - True/False Questions (10%) 1. Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing Research undertaken to help solve specific marketing problems is called problem-solving research 2. 3. Segmentation is an example of a topic typically addressed by problem-solving research. 4. The first step in any marketing research project is to formulate the research design. 5. Pricing, promotion, and distribution are all considered controllable marketing variables. 6. An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called quantitative research. 7. Qualitative research is based on large samples and involves statistical analysis. 8. Buyer behavior is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics. 9 A statement of the management decision problem and a broad statement of the general problem and identification of the specific components of the marketing research problem is called problem definition