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

According to the Chain Restaurant Study in your text, the researcher had collected data but did not know ________.

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

Media consumption behavior and response to promotions, price sensitivity, and retail outlets patronized are factors that should be considered in the ________ component of the environmental context of the problem.

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 ________.

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

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

Based on Table 2.1 in the text, which statement is true about the management decision problem?

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

________ 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.

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

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

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

Unbiased evidence that is supported by empirical findings is ________.

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

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.

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

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

________ is the problem confronting the decision maker. It asks what the decision maker needs to do.

A(n)________ is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process.

Being too familiar with the environmental factors of the country where the research is being conducted can greatly increase the difficulty of understanding the problem's environmental context and uncovering its causes.