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Ch. 2 Defining the Marketing Research Problem and Developing an Approach

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problem definition
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broad statement of the general problem and identification of the specific components of the marketing research problem
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problem definition process
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process of specifying the management decision problem and the marketing research problem
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problem audit
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comprehensive examination of a marketing problem to understand its origin and nature
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experience survey
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aka key informant technique interviews with people knowledgeable about the general topic being investigated
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lead-user story
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surveys that involve obtaining information from the lead users of the technology
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secondary data
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data collected for some purpose other than the problem at hand
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primary data
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data originated by the researcher to address the research problem
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qualitative research
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unstructured exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting
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pilot surveys
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surveys that tend to be less structured than large scale surveys in that they generally contain more open ended questions and the sample size is much smaller
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case study
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intense examination of a few selected cases of the phenomenon of interest can be customers, stores, or other units
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objective
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goal of the organization and of the decision maker that must be considered in order to conduct successful marketing research
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buyer behavior
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body of knowledge that tries to understand and predict consumers’ restrictions based on an individual’s specific characteristics
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legal environment
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regulatory policies and norms within which organizations must operate
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economic environment
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composed of purchasing power, gross income, disposable income, discretionary income, prices, savings, credit availability and general economic conditions
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management decision problem
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problem confronting the decision maker asks the decision maker needs to do
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marketing research problem
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asks what information is needed and how it can best be obtained
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conceptual map
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way to link the broad statement of the marketing research problem with the management decision
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broad statement of the problem
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initial statement of the marketing research problem that provides an appropriate perspective on the problem
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specific components of the problem
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second part of the marketing research problem definition focus on the key aspects of the problem and provide clear guidelines on how to proceed
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objective evidence
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unbiased evidence that is supported by empirical findings
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theory
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conceptual scheme based on foundational statements which are assumed to be true
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analytical model
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explicit specification of a set of variables and their interrelationships designed to represent some real system/process in whole or in part
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verbal model
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analytical model that provides a written representation of the relationships between the variables
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graphical model
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analytical model that provide a visual picture of the relationships between variables
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math models
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analytical model that explicitly describes the relationships between variables usually in equation form
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research question
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refined statements of the specific components of the problem
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hypothesis
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an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher