Chapter 2

Question 1

Normal Thinking

Answer 1

A routine way of looking at a business situation. Researchers should offer a new perspective on the situation if possible

Question 2

Decision Problem

Answer 2

The basic problem facing the manager, for which marketing research is intended to provide answers

Question 3

Discovery Oriented Decision Problem

Answer 3

A decision problem that typically seeks to answer “What?” or “Why?” questions about a problem/opportunity. The focus is generally on generating useful information

Question 4

Strategy Oriented Decision Problem

Answer 4

A decision problem that typically seeks to answer “How?” questions about a problem/opportunity. The focus is generally on selecting alternative courses of action.

Question 5

Research Problem

Answer 5

A restatement of the decision problem in research terms

Question 6

Research Request Agreement

Answer 6

A document prepared by the researcher after meeting with the decision maker that summarizes the problem and the information that is needed to address it

Question 7

Research Proposal

Answer 7

A written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology

Question 8

Request for Proposal

Answer 8

A document that describes the problem for which research is sought and ask providers to offer proposals, including cost estimates, about how they would perform the job