Exam 2: Defining the Marketing Research Problem and Developing an Approach

The ________ is a broad statement of the general problem and identification of the specific components of the marketing research problem.

Unbiased evidence that is supported by empirical findings is ________.

Hypotheses go beyond research questions because they are statements of relationships or propositions rather than merely questions to which answers are sought.

The problem audit provides a useful framework for interacting with the researcher and identifying the underlying causes of the problem.

________ consists of the factors that have an impact on the definition of the marketing research problem,including past information and forecasts,resources and constraints of the firm,objectives of the decision maker,buyer behavior,legal environment,economic environment,and marketing and technological skills of the firm.

To understand the background of a marketing research problem,the researcher must understand the client's firm and industry.

"The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity.

Information obtained from the DM,industry experts,and secondary data may not be sufficient to define the research problem.

In the process of developing an approach,research should be based on objective evidence and supported by theory.A theory ________.

Explain the structure of a well-defined marketing research problem,including the broad statement and the specific components.

Based on Table 2.1 in the text,which statement is true about the marketing research problem?

The problem audit involves discussions with the DM on numerous issues.List and elaborate on these issues.

The ________ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.

________ is an unstructured,exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.

To properly identify the marketing research problem,it is best to state the problem in narrow,specific terms and identify its broad concepts.

A conceptual scheme based on foundational statements called axioms,which are assumed to be true,is ________.

Research questions ask what general information is required with respect to the problem components.

Where appropriate,analysis of past information and forecasts of trends should be carried out at the firm's department level.

Briefly discuss problem definition and why it is the most important task in the marketing research project.

If the management decision problem is: "Should a new product be introduced?" what is the most appropriate marketing research problem?