Chapter 2

Question 1

What are the six steps in the Problem Formulation Process

Answer 1

1: Meet with the client
2: Clarify the problem/opportunity
3: State the manager’s decision problem
4: Develop possible research problems
5: Select Research Problems to be addressed
6: Prepare research request agreement

Question 2

Discovery-oriented decision problems

Answer 2

are common with unplanned changes in the marketing environment. What is going on? Why is it going on?

Question 3

Strategy-oriented decision problems

Answer 3

Common with planned changes in the marketing environment. How can we make this happen? Will it have the desired impact?

Question 4

Decision problems describe

Answer 4

the managers view of the situation. “Why are store revenues so low?”

Question 5

Research Problems

Answer 5

restate decision problems in research terms. “Investigate current customer satisfaction,” “Assess target market perceptions of store and competitors.”

Question 6

The research agreement should be executed between the researcher and the client and should include -

Answer 6

1: background- events that led to the mgmts decision problem
2: decision problem- the uderlying question confronting the mgmt
3: research Problem- issues used ot address the decision problem
4: use - supplying logical reasons for each piece of research
5: population/subgroups- groups who you are getting info on
6: logistics- estimates of resource requirements