Chap 2: marketing research problem – Flashcards
Unlock all answers in this set
Unlock answersquestion
marketing research process
answer
-Problem Definition -Developing an approach to the problem -Research Design Formulation -Field Work -Data Preparation and Analysis -Report Generation and Presentation
question
Tasks involved in problem definition
answer
-Discussions with Decision Makers (DM) -Interviews with Industry Experts -Secondary Data Analysis -Qualitative Research
question
Problem Definition
answer
most important stage. the stage involves making a general statement about the marketing research problem or opportunity and identifying its specific components.
question
Management Decision Problem (MDP)
answer
is the problem confronting the DM
question
Marketing Research Problem (MRP)
answer
entails determining what information is needed and how it can be obtained.
question
problem audit
answer
a comprehensive examination of a marketing problem to understand its origin and nature.
question
key informant technique
answer
interviews with people knowledgeable about the general topic being investigated.
question
experience survey
answer
interviews with people knowledgeable about the general topic being investigated.
question
lead user survey
answer
surveys that involve obtaining information from the lead users of the technology.
question
qualitative research
answer
an unstructured exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.
question
pilot surveys
answer
surveys that tend to be less structured than large scale surveys in that they generally contain more openended questions and the sample size is much smaller.
question
case studies
answer
involve an intensive examination of a few selected cases of the phenomenon of interest. cases could be customers, stores, or other units.
question
environmental context of the problem
answer
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.
question
buyer behavior
answer
a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics.
question
economic environment
answer
it is composed of purchasing power, gross income, disposable income, discretionary income, saveings, and general economic conditions.
question
conceptual map
answer
a way to link the broad statement of the marketing research problem with the management-decision problem.
question
broad statement of the problem
answer
the initial statement of the marketing research problem that provides an appropriate perspective on the problem.
question
anaytical model
answer
an explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part.
question
verbal model
answer
analytical models that provide a written representation of the relationships between variables.
question
research questions
answer
refined statements of the specific components of the problem.
question
hypothesis
answer
an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher.
