Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives Learning Objectives

Question 1

Step 1 of the Marketing Research Process

Answer 1

establish the need for marketing research

Question 2

Step 2 of the Marketing Research Process

Answer 2

define the problem

Question 3

Step 3 of the Marketing Research Process

Answer 3

establish research objectives

Question 4

Step 4 of the Marketing Research Process

Answer 4

determine research design

Question 5

Step 5 of the Marketing Research Process

Answer 5

identify information types and sources

Question 6

Step 6 of the Marketing Research Process

Answer 6

determine methods of accessing data

Question 7

Step 7 of the Marketing Research Process

Answer 7

design data collection forms

Question 8

Step 8 of the Marketing Research Process

Answer 8

determine the sample plan and size

Question 9

Step 9 of the Marketing Research Process

Answer 9

collect data

Question 10

Step 10 of the Marketing Research Process

Answer 10

analyze data

Question 11

Step 11 of the Marketing Research Process

Answer 11

communicate the insights

Question 12

When is there a need for marketing research

Answer 12

The need for marketing research arises when managers must make decisions and they have inadequate information.

Question 13

Research might not be the best solution when. . .

Answer 13

• The information is already available
• The timing is wrong
• Costs outweigh the value

Question 14

Three widely recognized research designs are…

Answer 14

• exploratory
• descriptive
• causal.

Question 15

Exploratory research is…

Answer 15

a form of casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities

Question 16

Descriptive research refers to…

Answer 16

research that describes the phenomena of interest.

Question 17

Causal studies attempt to…

Answer 17

uncover what factor or factors cause some event.

Question 18

Two types of information are…

Answer 18

primary (information collected specifically for the problem at hand) and secondary (information already collected).

Question 19

Secondary information should…

Answer 19

always be sought first, since it is much cheaper and faster to collect than primary information and is sometimes superior to information that an individual firm is able to collect on its own.

Question 20

Sometimes research companies collect information and make it available to all those willing to pay a subscription. This type of information is referred to as ?

Answer 20

syndicated data

Question 21

If we communicate with respondents (ask them questions), the form is called a?

Answer 21

questionnaire

Question 22

If we ask questions in a focus group, the form is called a?

Answer 22

focus group guide

Question 23

A ________ consists of the entire group about which the researcher wishes to make inferences based on information provided by the sample data.

Answer 23

population

Question 24

A ______ is a subset of the population.

Answer 24

sample

Question 25

_______ describe how each sample element, or unit, is to be drawn from the total population.

Answer 25

Sample plans

Question 26

The objectives of the research and the nature of the _______ (list of the population elements or units) determine which sample plan is to be used.

Answer 26

sample frame

Question 27

How many elements of the population should be used to make up the sample? The size of the sample determines how accurately your sample results reflect values in the population

Answer 27

sample size

Question 28

________ the people who are collecting the data,

Answer 28

fieldworkers

Question 29

_______ means that 10% (the industry standard) of all respondents in a marketing research study are randomly selected, re-contacted, and asked if they indeed took part in the study.

Answer 29

Validation

Question 30

Companies that specialize in data collection are referred to as _________

Answer 30

field services firms.

Question 31

_________ is to use statistical tools to present data in a form that fulfills the research objectives

Answer 31

data analysis

Question 32

The success of a marketing research project depends on properly pinpointing a problem to formulate the _________.

Answer 32

problem statement

Question 33

_________ are situations that call for managers to make choices among various alternatives.

Answer 33

Problems

Question 34

Process for Defining a Problem

Answer 34

- Recognize the Problem - Understand the background of the problem - Determine the decision alternatives - Formulate the problem statement

Question 35

___________ (KPIs) are measures that provide scores of how well a company is performing relative to its objectives.

Answer 35

Key performance indicators

Question 36

A __________ is a potentially favorable circumstance in which a company can perform successfully.

Answer 36

marketing opportunity

Question 37

A ________ is an observable sign that indicates that a problem exists.

Answer 37

symptom

Question 38

A ________ is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.

Answer 38

situation analysis

Question 39

discussions with knowledgeable persons inside and outside the firm

Answer 39

experience surveys

Question 40

examples of former, similar situations

Answer 40

case analyses

Question 41

mini-studies that may reveal problem areas

Answer 41

pilot studies

Question 42

small groups discussing topics such as the company’s products or services

Answer 42

focus groups

Question 43

all marketing actions that the manager thinks may resolve the problem.

Answer 43

Decision alternatives

Question 44

a concise description of the problem or opportunity that management is facing that requires research to make a decision.

Answer 44

problem statement

Question 45

a goal-oriented statement or question that specifies what information is needed to solve a problem.

Answer 45

research objective

Question 46

statements that are taken as true for the purpose of argument or investigation.

Answer 46

Hypotheses

Question 47

an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related.

Answer 47

construct

Question 48

elements of a construct that can be measured or quantified.

Answer 48

Variables

Question 49

a designated quantity of a measurable attribute or characteristic that must be achieved for a predetermined action to take place.

Answer 49

action standard

Question 50

the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process.

Answer 50

marketing research proposal