Research Questions

Question 1

What is Problem Formulation?

Answer 1

Is the Process of trying to identify specific areas where additional information is needed about the marketing environment.

Defining the Problem

This consist of 6 steps.

Question 2

Meet with the Client involves?

Answer 2

Obtaining:
–Management statement of problem/opportunity

–Background information

–Management objectives for research

–Possible managerial actions to result from research

Question 3

What are 2 Basic Sources of Marketing Problems?

Answer 3

Planned Change

Unplanned Change

Question 4

What is Planned Change?

Answer 4

Increase Revenues

Intro NEW Products

Question 5

What is Unplanned Change?

Answer 5

React to Customer Suggestions

Discover New Uses for OLD Products Through Customer Feedback

Question 6

What are Discovery Questions seek to answer for MDP?

Answer 6

Seeks to answer “what” or “why”

To generate useful Info

Unplanned Change

Question 7

What are Strategy Questions seek to answer for MDP?

Answer 7

Seeks to answer “how”

To generate alternative (different) courses of action.

Planned Change

Question 8

A firm’s response to unplanned change determines what?

Answer 8

Problem or an Opportunity

Question 9

A firm’s response to unplanned change determines what?

Answer 9

Problem or an Opportunity

Question 10

Example: New product development and promotions is what type of change?

Answer 10

Planned Change

Question 11

Is planned change proactive or reactive?

Answer 11

Proactive

Question 12

How a manager explains a problem is what type of Problem?

Answer 12

Decision

Question 13

The rephrasing of a problem for research or plan for a project is what type of problem?

Answer 13

Research

Question 14

What is step 1 of Problem Formulation Process?

Answer 14

Meet with Client

Question 15

What is step 2 of Problem Formulation Process?

Answer 15

Clarify the Problem

Question 16

What is step 3 of Problem Formulation Process?

Answer 16

State the Manager’s Decision Problem (MDP)

Question 17

What is step 4 of Problem Formulation Process?

Answer 17

Develop Possible Research Problems

Question 18

What is step 5 of Problem Formulation Process?

Answer 18

Select Research Problem(s) to Be Addressed

Question 19

What is step 6 of Problem Formulation Process?

Answer 19

Prepare Research Request Agreement

Question 20

Meet with the Client

Answer 20

Step 1 of Problem Formulation Process

Meeting is to Obtain:

–Management statements of problem/opportunity

–Background Info
Management objectives for research

–Possible managerial actions to result from research

Question 21

Clarify Problem/Opportunity

Answer 21

Step 2 of Problem Formulation Process

Research gives different viewpoints on problem(s)

–Normal Thinking of Managers can be when they think the same way and not beyond into different ideas.

Question 22

State Manager’s Decision Problems (MDP)

Answer 22

Step 3 of Problem Formulation Process

The basic problem facing the manager for which market research is intended to provide answers.

Describes the manager’s view of the situation

A decision should:

• -Be Simple
• -Take the form of a Question

Discovery and Strategy Questions Used

Question 23

Develop Possible Research Problems

Answer 23

Step 4 of the Problem Formulation Process

Restates decision problem (MDP) in research terms

Research problem rephrases the problem for research or plan for project.

Set scope to what WILL be addressed

Write as a statement with Action Verbs
(Describe, Determine, Investigate, Identify, Assess…)

Question 24

Select Research Problem to be Addressed

Answer 24

Step 5 of the Problem Formulation Process

Example:
Decision Problem: why are store revenues so low?

Research Problem: investigate current customer satisfaction

Question 25

Prepare Research Request Agreement (RRA)

Answer 25

Step 6 of the Problem Formulation Process

The research request agreement should be executed between the research and the client.

Background: Events that lead to the MDP

Decision Problem: Underlying question confronting manager

Research Problem: Issues used to address the decision problem

Use: Supplying logical reasons for each piece of research

Population / Subgroups: Groups from whom the info must be gathered on

Logistics: Estimates of resource requirements

Question 26

Research Proposal Contains?

Answer 26

Problem Definition and Background

Research Design and Data Sources

Sampling Plan

Data Collection Forms

Analysis

Time Schedule

Personnel and Cost Estimate

Appendices