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

The economic environment includes public policies, laws, government agencies, and pressure groups that influence and regulate various organizations and individuals in society.

Before defining the problem, the researcher must isolate and examine the impact of the self-reference criterion (SRC), or the unconscious reference to one's own cultural values.Which of the following steps does not help researchers account for environmental and cultural differences when defining the problem in an international marketing context?

The economic environment component of the environmental context is comprised of purchasing power, gross income, disposable income, discretionary income, prices, savings, credit availability, and general economic conditions.

According to Figure 2.1 in the text, the components of the ________ consist of: objective/theoretical foundations, analytical models, research questions, hypotheses, and specification of the information needed.

The problem audit involves discussions with the DM on numerous issues. List and elaborate on these issues.

Regulatory policies and norms within which organizations must operate, refer to the ________ factor of the environmental context of the problem.

A problem audit, which involves extensive interaction between the DM and the researcher, can greatly facilitate problem definition by determining the underlying causes.The interaction between the researcher and the DM is facilitated when one or more people in the client organization serve as a liaison and form a team with the marketing researcher.In order to be fruitful, the interaction between the DM and the researcher should be characterized by the seven Cs. List and describe the seven Cs.

Ethical issues arise if the process of defining the problem and developing an approach is compromised by the personal agendas of the client (DM)or the researcher. Which of these statements concerning ethics in marketing research is not true?

It is important to perform a problem audit because ________.

"The number and geographical location of the buyers and non-buyers" is a factor that should be considered in the "objectives" component of the environmental context of the problem.

The outputs of the approach development process should include all of the following components except ________.

The marketing research problem is information oriented.

DMs tend to focus on symptoms rather than causes.

Which of the following statements about secondary data is true?