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

Describe the process of establishing research objectives and why they are important to the marketing research process.

Companies find and identify opportunities in varying ways.Which of the following does NOT represent a proactive way of finding and identifying opportunities?

When a gap exists between what did happen and what could have happened,it is known as:

When managers must make decisions and they have inadequate information,this signals the need for marketing research.

Sometimes problems arise for which marketing research is not the best solution.Which of the following is NOT one of the major reasons that marketing may not be the best solution?

The success of a marketing research project depends on properly pinpointing a problem to formulate the:

In almost all cases,the research process is made up of 11 definite and clearly defined steps.

Failure to meet an objective and the identification of an opportunity are two sources of problems in situations that are either potentially positive or negative for an organization.

When diagnosing a problem,symptoms are sometimes confused with problems.Discuss the process of clarifying symptoms and determining the cause of the symptoms.

Marketing research should be conducted periodically,even when there is no need to make a decision,and have the information available to guide decision-making.

The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the:

Although costs for marketing research are readily estimated,it is much more difficult to estimate the value research is likely to add.

Questions must be phrased properly to ________ and therefore can be used to solve the problem.

The need for marketing research arises when managers must make decisions and they have adequate information.

The situation analysis is a concise description of the problem or opportunity that management is facing that requires research to make a decision.

Identification of problems is challenging.What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions?

Researchers realize that an important part of developing research objectives is determining what type of information should be measured.What is the term for multiple characteristics used to measure a concept?

Marketing researchers are constantly thinking of constructs during the problem definition process.Once they know the constructs to be measured,they can determine the proper way to measure that construct.

To what does the number of elements of the population that are used to make up the sample refer?

Discuss the basic processes managers must go through in determining the need to conduct marketing research.Also,how do managers justify or not justify the value of performing marketing research?