Exam 2: Defining the Marketing Research Problem and Developing an Approach

According to Figure 2.1 in the text,the components of the ________ consist of: objective/theoretical foundations,analytical models,research questions,hypotheses,and specification of the information needed.

Which statement about hypotheses is not true?

The ________ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.

Where appropriate,analysis of past information and forecasts of trends should be carried out at the firm's department level.

________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way.

According to the problem definition and approach development process as shown in Figure 2.1 in the text,the tasks involved in problem definition consist of all of the following except ________.

The organizational status of the researcher or the research department may make it easy to reach the key DM in the early stages of the project.

If the management decision problem is: "Should a new product be introduced?" what is the most appropriate marketing research problem?

Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research.

Graphical models are analytical models that provide a visual picture of the relationships between variables.

Media consumption behavior and response to promotions,price sensitivity,and retail outlets patronized are factors that should be considered in the ________ component of the environmental context of the problem.

The ________ is a broad statement of the general problem and identification of the specific components of the marketing research problem.

Being too familiar with the environmental factors of the country where the research is being conducted can greatly increase the difficulty of understanding the problem's environmental context and uncovering its causes.

The purpose of interviewing experts is to help define the marketing research problem rather than to develop a conclusive solution.

Briefly discuss problem definition and why it is the most important task in the marketing research project.

The problem audit provides a useful framework for interacting with the researcher and identifying the underlying causes of the problem.

Based on Table 2.1 in the text,which statement is true about the marketing research problem?

To understand the background of a marketing research problem,the researcher must understand the client's firm and industry.

________ consists of the factors that have an impact on the definition of the marketing research problem,including past information and forecasts,resources and constraints of the firm,objectives of the decision maker,buyer behavior,legal environment,economic environment,and marketing and technological skills of the firm.

________ is the problem confronting the decision maker.It asks what the decision maker needs to do.