Marketing Research-Problem Identification

The success of any marketing research study depends most directly on

• having enough money

• hiring the right researchers

• finding the best customers

• defining the problem correctly

A decision problem may be translated into several

• sets of secondary data.

• other decision problems.

• research problems.

• situation analyses.

Joe, a manager, is wondering why sales are lower in a particular market segment. This is his

• decision problem.

• situation analysis.

• research objective.

• research problem.

Researchers are conducting focus groups as part of their current marketing research project. The results of these focus groups are examples of:

• secondary data.

• relevant variables.

• units of analysis.

• primary data.

Managers and researchers have formalized their decisions into a statement of what the marketing research study will achieve, known as a

• relevant variable.

• decision problem.

• research objective.

• research problem.

Before beginning a marketing research study, managers and researchers must agree that

• the decision problem will be strategy-oriented.

• managers will have the final say over results.

• a focus group will be conducted.

• the benefits outweigh the costs.

Which of the following is a benefit of having managers and researchers “on the same page” about the marketing research problem:

• It keeps the business from wasting resources.

• It ensures favorable results from the research study.

• It improves the business’s market share.

• It eliminates the need to establish research objectives.

How research will be conducted depends on a business’s

• industry and resources.

• size and resources.

• products and employees.

• size and industry.

“What are some unfulfilled needs in our target market?” is an example of a(n)

• discovery-oriented decision problem.

• strategy-oriented decision problem.

• relevant variable.

• unit of analysis.

“Which advertising campaign will be more effective?” is an example of a(n)

• relevant variable.

• discovery-oriented decision problem.

• strategy-oriented decision problem.

• unit of analysis.