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

Which statement about hypotheses is not true?

A problem audit,which involves extensive interaction between the DM and the researcher,can greatly facilitate problem definition by determining the underlying causes.The interaction between the researcher and the DM is facilitated when one or more people in the client organization serve as a liaison and form a team with the marketing researcher.In order to be fruitful,the interaction between the DM and the researcher should be characterized by the seven Cs.List and describe the seven Cs.

Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research.

In instances where the resources are too limited to allow a high-quality project,the firm should be advised not to undertake formal marketing research.

DMs tend to focus on symptoms rather than causes.

Discuss the role of mobile marketing research in defining the problem as well as in developing an approach to the problem.

To formulate a marketing research problem of appropriate scope,it is necessary to take into account both the resources available,such as money and research skills,and the constraints on the organization,such as cost and time.These considerations refer to which of the factors related to the environmental context of the problem?

Discuss the two potential difficulties that may arise when seeking advice from experts.

Which of the following statements about secondary data is true?

In the example given in your text,the Harley Davidson management decision problem and the marketing research problem were defined with the help of all of the following except ________.

Interviews with industry experts,individuals knowledgeable about the firm and the industry,may help formulate the marketing research problem.Which of the following statements is true about interviews with industry experts?

The marketing research problem asks what the DM needs to do,whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text).

The organizational status of the researcher or the research department may make it easy to reach the key DM in the early stages of the project.

It is possible to identify industry experts,and an analysis of their social media sites can provide insights into their thinking as it relates to problem at hand.

It is important to perform a problem audit because ________.

Many factors have an impact on the definition of the marketing research problem.These factors encompass the environmental context of the problem.Which of the following is not one of the factors?

Before defining the problem,the researcher must isolate and examine the impact of the self-reference criterion (SRC),or the unconscious reference to one's own cultural values.Which of the following steps does not help researchers account for environmental and cultural differences when defining the problem in an international marketing context?