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

A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called ________.

Marketing and technological skills are considered elements of the environmental context.

The ________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem.

At times, ethical considerations may involve making the interest of the research firm subservient to the client.

Which of the following is a common form of a model discussed in the text?

Data originated by the researcher specifically to address the research problem are called primary data.

Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.

Of which two objectives must the researcher have a clear understanding?

While every step in a marketing research project is important, research design formulation is the most important step.

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

Unbiased evidence that is supported by empirical findings is called ________.

Secondary data are data of secondary importance.

An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a theory.

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

________ are data collected for some purpose other than the problem at hand.

The researcher is ethically bound to define the problem so as to further the best interest of the research firm, rather than the interest of the client.

Which of the following is NOT a characteristic of a management decision problem?

Many international marketing efforts fail because a problem audit is not conducted prior to entering the foreign market, and the relevant environmental factors are not taken into account.

By focusing on each component of the problem, the research questions and hypotheses, the researcher can determine what information should be obtained.