Chapter 2 flashcards

Question 1

What are the areas where info is needed?

Answer 1

Problem formulation, or defining the problem is
the process of trying to identify specific areas where
additional information is needed about the marketing
environment.

Question 2

Why is problem formation important?

Answer 2

1. defining problem is the most difficult part of MR process
2. must delay research until problem is properly defined
3. asking the wrong question can result in useless info and wasted money
4. you cannot redo research

Question 3

What is a problem?

Answer 3

has negative remifications for the organization. Ex low sales

Question 4

What is an oppurtonity?

Answer 4

Has potentially positive results for the organization

Question 5

What is the problem formation process?

Answer 5

Step 1: Meet with Client
Step 2: Clarify the Problem/Opportunity
Step 3: State the Manager’s Decision Problem
Step 4: Develop Possible Research Problems/Objectives
Step 5: Select Research Problem(s)/Objectives to Be Addressed
Step 6: Prepare Research Request Agreement

Question 6

What is step 1 meet with the client?

Answer 6

the purpose is to:
build a relationsip, manage statement of oppurtonity or problem, background information, objectives for reasearch, possible actions after research

Question 7

What are the two basic sources of marketing problems?

Answer 7

Planned and Unplanned Change

Question 8

What is planned change?

Answer 8

increase revenues, introdcue new products

Question 9

what is unplanned change?

Answer 9

react to customer suggestions, discover new uses for old products through custoemr feedback

Question 10

What is step 2 clarify the problem/ oppurtunity?

Answer 10

this is the chance for the researcher to fully analyze the heart of the problem with clients help
researcher should provide different perspective on issues than client

Question 11

What is Step 3: State the Manager’s Decision
Problem

Answer 11

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

Question 12

What should a decision problem do?

Answer 12

 Describe the manager’s perspective
 Be simple
 Take the form of a question

Question 13

What is a discovery oriented/exploratory decision problem?

Answer 13

Decision problem that seeks to answer “what” or
“why”. The focus is to generate useful information

Question 14

What is a strategy oriented decision problem?

Answer 14

decision problem that seeks to answer “how”. The focus is to generate alternative courses of action. Common with planned changes in the marketing environment.

Question 15

When are discovery oriented decision problems a good fit?

Answer 15

with unplanned change

Question 16

when are strategy oriented decision problems a good fit?

Answer 16

with planned changes

Question 17

What is Step 4: Develop Possible Research
Problems

Answer 17

-Decision Problems describe the manager’s view of the
situation
- Research Problems/Objectives restate decision problems
in research terms

Question 18

What shoud research problems/ objectives achieve?

Answer 18

Set the scope of what will (will not) be addressed
Be written as statements beginning with action verbs, e.g.;
describe, determine, investigate, identify, assess…

Question 19

What is a research problem for this decision problem:
Why are store revenues so low?

Answer 19

*Investigate current customer
satisfaction
*Assess target market perceptions
of store and competitors

Question 20

What is a research problem for this decision problem:
how do we increase store traffic?

Answer 20

*Investigate the effectiveness of different
sales promotions
*Determine consumer response to
two proposed ad campaigns

Question 21

what is Step 5: Select Research Problem(s) to Be
Addressed and Eliminate the others

Answer 21

Select one research problem to focus on and scrap the rest

Question 22

What should Step 6: Prepare Research Request
Agreement include?

Answer 22

1. Background – the events that led to the manager’s decision
   problem
2. Decision Problem – the underlying question confronting the
   manager
3. Research Problem(s)/Objective(s) – issue(s) used to address
   the decision problem
4. Use – supplying logical reasons for each piece of research
5. Population/Subgroups – groups from whom information must
   be gathered
6. Logistics – estimates of resource requirements