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

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.

"The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity.

Which of the following ethical issues is/are pertinent in developing an approach?

The management decision problem focuses on ________, while the marketing research problem focuses on ________.

According to the problem definition and approach development process as shown in Figure 2.1 in the text, the tasks involved in problem definition consist of all of the following except ________.

Problem definition is the most important step in the marketing research project.

The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the following is not one of the seven Cs?

Because of potential difficulties when seeking advice from experts, it is best to use interviews with experts when conducting marketing research ________.

________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way.

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?

Analysis of available secondary data is a non-essential step in the problem definition process.

As one of the seven Cs that characterize the interaction between the DM and the researcher, confidence is best defined as: ________.

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

Interviews with industry expertsindividuals knowledgeable about the firm and the industry11ed535e_f448_6679_962e_337159d3b477_TB4783_11may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts?

The ________ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.

In the process of developing an approach, research should be based on objective evidence and supported by theory. A theory ________.

The management decision problem is action oriented.

SPSS can be used to perform forecasts and "what-if" analyses to help the researcher in isolating the underlying causes, identifying the relevant variables that should be investigated, and formulating appropriate research questions and hypotheses.

Verbal, graphical, and mathematical models depict the same phenomenon or theoretical framework in different ways.

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