Week 2

Question 1

What do we mean by “defining the problem”?

Answer 1

“Defining the problem” is about taking a vaguely defined problem faced by managers and turning it into a well- defined, well-articulated and solvable problem for marketing research specialists

Question 2

What are the characteristics of a MDP?

Answer 2

Management Decision Problem:

• Asks what the decision maker needs to do
• Action oriented
• Focuses on symptoms
• Often begins with “how”, “should”, “whether”
• Vague, not clear how to solve

Question 3

What is a good MDP for this situation?

Situation: Subaru experiences sluggish growth in the US market

Answer 3

Management Decision Problem

• What can Subaru do to revamp its product strategy to sell more cars in the US?

Question 4

What is the structure of an MRP?

Answer 4

• Overarching Statement

- Specific Components

Question 5

What is the overarching statement for an MRP?

Answer 5

A broad summary of your overall research goal

Question 6

What are the specific components of an MRP?

Answer 6

– Focus on the key aspects and provide clear guidelines on how to proceed further
– Specific when, where, who, why, what and how statements about the problem areas that the research will investigate
– Need to scientific and measurable

Question 7

How do you derive an MRP from an MDP?

Answer 7

• Key recognition – successful product strategy relies on meeting underserved customers needs
• Conceptual/abstract thinking – product attributes and customer needs
• Systematic approach – an exhaustive and carefully considered set of product attributes and customer needs

Question 8

What should every research question have?

Answer 8

A null and alternative hypothesis

Question 9

What are the typical constructs investigated by MRPs?

Answer 9

• Brand Awareness
• Attitudes towards a brand
• Intentions to purchase
• Importance of factors
• Demographic characteristics
• Satisfaction with experience

Question 10

Define research design:

Answer 10

It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.

Question 11

Name the 4 types of data:

Answer 11

Primary Data
Secondary Data
Qualitative Data
Quantitative Data

Question 12

Name the 4 types of research:

Answer 12

Causal Research
Descriptive Research
Qualitative Research

Question 13

What is the purpose of Exploratory research design?

Answer 13

Exploratory Research:
Provides structure and insight into the research problem, for example, by using focus groups of store staff to understand the underlying causes.

Question 14

What is descriptive research?

Answer 14

• Main objective
– Describe market characteristics or function

• Example
– Develop a profile of target market
– Determine relationship between variables

• Quantitative analysis of primary and secondary data

Question 15

Describe a Conclusive research design:

Answer 15

• Hypothesis testing
• Info clearly defined
• Process formal
• Large sample
• Results conclusive

Question 16

What is Causal Research?

Answer 16

• Main objective
– Identify causal relationships

• Example
– Identify causes and effects
– Determine the extent of the relationship

• Primarily conducted through experiments

Question 17

What is primary data?

Answer 17

Primary Data:

Originated by a researcher for the specific purpose of addressing the problem at hand.

Question 18

What is secondary data?

Answer 18

Secondary data has already been collected for purposes other than the problem at hand.