Chapter 2: Problem Definition, Exploratory Research, and the Research Process

Question 1

Problem Definition Process

Answer 1

1. Recognize the problem or opportunity
2. Find out why the information is being sought
3. Understand the decision-making environment
4. Use the symptoms to help clarify the problem
5. Translate the management problem into a marketing research problem
6. Determine whether the information already exists
7. Determine whether the question really can be answered
8. State the research objective

Question 2

Step 1: Recognize the problem or opportunity

Answer 2

Evaluate product/services, promotion, distribution, or pricing, or opportunity identification

Question 3

Step 2: Find out why information is being sought

Answer 3

Requests for marketing information sometimes is poorly formulated or misunderstood, wasting resources

Question 4

Step 3: Understand the decision-making environment with exploratory research

Answer 4

Conducting situation analysis, exploratory research, and pilot studies to gather additional background information

Question 5

Exploratory research

Answer 5

Preliminary research conducted to increase understanding of a concept to clarify the exact nature of the problem to be solved, or to identify important variables to be studied

Question 6

Experience surveys

Answer 6

A form of exploratory research where discussions with knowledgeable individuals may provide insights to the problem

Question 7

Secondary data

Answer 7

Data gathered for some purpose other than the one at hand. Secondary data analysis is a form of exploratory research

Question 8

Case analysis

Answer 8

A form of exlortatory research where the researcher reviews information from situations that are similar to the current one

Question 9

Focus groups

Answer 9

A form of E.R., In-depth discussion consisting of 8-12 participants, led by a moderator and generally limited to one particular concept, idea, or theme

Question 10

Step 4: Use the symptoms to clarify the problem

Answer 10

Resarchers must be careful to distinguish between symptoms and the real problem

Question 11

Symptom

Answer 11

A phenomenon that occurs of the existence of something else

Question 12

Step 5: Translate the management decision problem into a marketing research problem

Answer 12

Once the management decision problem has been identified, it must be converted into a marketing research problem

Question 13

Marketing research problem

Answer 13

A statement specifying the type of information needed by the decision maker to help solve the management decision problem and how that information can be obtained efficiently and effectively

Question 14

Marketing research objective

Answer 14

A goal statement, defining the specific information needed to solve the marketing research problem

Question 15

Management decision problem

Answer 15

A statement specifying the type of management action required to solve the problem

Question 16

Step 6: Determine whether the information already exists

Answer 16

Using existing data can save managers time and money if this data can answer the research question

Question 17

Step 7: Determine whether the question can be answered

Answer 17

It is extremely important for researchers to avoid being compelled into an effort that they know has a limited probability of success

Question 18

Step 8: State the research objectives

Answer 18

The culmination of the problem definition process is a statement of the research objectives

Question 19

Hypothesis

Answer 19

A conjectural statement about a relationship between two or more variables that can be tested with empirical data, considered as plausible given available information

Question 20

Marketing research process

Answer 20

1. Identification of the problem and statement of the research objectives
2. Creation of the research design
3. Choice of method of research
4. Selection of sampling procedure
5. Collection of data
6. Analysis of the data
7. Writing and presentation of the report
8. Follow-up

Question 21

Step 2 RD: Creating the research design

Answer 21

The plan to be followed when answering the marketing research objectives, the marketer develops a framework to address a specific research problem or opportunity

Question 22

Descriptive studies

Answer 22

Research studies that answer the questions “who, what, when, where, and how?”

Question 23

Casual studies

Answer 23

Research studies that examine whether the value of one variable causes or determines the value of another variable

Question 24

Variable

Answer 24

A symbol or concept that can assure any one of a set of values

Question 25

Dependent variable

Answer 25

A symbol or concept expected to be explained or influenced by the independent variable

Question 26

Independent variable

Answer 26

A symbol or concept over which the researcher has some control that is hypothesized to cause or influence the depend variable

Question 27

Temporal sequence

Answer 27

An appropriate casual order of events

Question 28

Concomitant variation

Answer 28

The degree to which a presumed cause and a presumed effect occur or vary together

Question 29

Spurious association

Answer 29

A relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables

Question 30

Step 3 RD: Choice of method for research

Answer 30

Research design is based on a project’s objective, and researcher must selected a means of gathering data through 3 methods: Survey research, Observation research, Experiments

Question 31

Survey research

Answer 31

Research in which an interviewer (except in mail and internet surveys) interacts with respondents to obtain facts, opinions, and attitudes

Question 32

Observation research

Answer 32

Typically descriptive research that monitors respondents’ actions without direct interaction

Question 33

Experiments

Answer 33

Research to measure casualty, in which the researcher changes one or more independent variables and observes the effect of the changes on the dependent variable

Question 34

Step 4 RD: Selecting the sample procedure

Answer 34

Questions must be answered before a sampling procedure is selected like whether to use a probability or non-probability sample

Question 35

Probability sample

Answer 35

A subset of a population where every element in the population has a known non-zero chance of being selected

Question 36

Non-probability sample

Answer 36

A subset of a population in which the chances of selection for the various elements in the population are unknown

Question 37

Step 5 RD: Collecting the data

Answer 37

Collected on the Internet, or from marketing research field service firms

Question 38

Step 6 RD: Analyzing the data

Answer 38

Interpreting and draw conclusion from the mass of collected data. Can use techniques like simple frequency analysis and complex multivariate techniques

Question 39

Step 7 RD: Writing and presenting the report

Answer 39

Researcher must prepare the report and communicate the conclusions and recommendations to the management

Question 40

Step 8 RD: Follow-up

Answer 40

After a company has spend a considerable amount of effort and money on marketing research and the preparation of a report, it is important the the findings be used

Question 41

Research proposal

Answer 41

A document developed, usually in response to an RFP, that presents the research objectives, design, timeline, and cost of a project

Question 42

Request for proposal (RFP)

Answer 42

A solicitation sent to marketing research suppliers inviting them to submit a formal proposal, including a bid