Exam 3: The Marketing Research Process & Defining the Problem and Research Objectives

The metrics surrounding the value of marketing research should demonstrate that risk was mitigated and quantify the financial value of that risk reduction.

The alternative term to"Request for Proposal"is"Requirement to Bid."

Researchers realize that,when they are formulating their research objectives,the information requested of respondents must be worded using the:

All methods of measuring the value of research generally do not link the research results to business impacts.

Research projects have the least likelihood for success when the managers and researchers are in too close communication throughout the research process.

A strategic analysis is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.

Research proposals take many hours of work and thought.The details may contain proprietary details of proposed methods,approaches,and cost structures.

The most important step in the marketing research process is:

Companies with policies regarding marketing research never show a preference for the type of research management prefers.

Define situation analysis.Discuss the primary methods for conducting a situation analysis and the value of the process to the researcher.

Late identification of problems can lead to managerial changes that can greatly improve bottom-line profits.

What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place?

What term describes how each sample element is to be drawn from the total population?

Defining the problem properly is the most important step in the marketing research process.Describe the processes that may be used for defining the problem or in some cases,potential opportunities.

________ need to be very clear,since they will determine the methods used and the content of the measurement instrument.

Marketing research can produce interesting results and information.However,if the interesting information gives managers no guidance,it may indicate the absence of action standards.

Managers may be aware of symptoms,which are changes in the level of some key monitor that measures the achievement of an objective,but that does not mean they know what the problem is.

Symptoms are sometimes confused with problems.The researcher should:

A research objective should specify:

The marketing research process begins when a managerial problem or opportunity exists that demands action,but there is not enough information to know how to respond to the problem.This sets into motion a series of tasks that ultimately leads to: