MR#1_Research problem, design, brief

Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing.

• True

• False

Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected?

• Determine the solution to the problem, identify relevant information sources and evaluate data collection methods

• Determine what information is needed, identify relevant information sources, and evaluate data collection methods

• Determine the solution to the problem, determine what information is needed, and identify relevant information sources

• Determine what information is needed, evaluate data collection methods, and analyze the data

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

• True

• False

The emphasis in marketing is on the identification and satisfaction of ________.

• business needs

• marketing goals

• market needs

• customer needs

Sales analysis research is a type of problem solving research.

• True

• False

Marketing research has often been described as having four stakeholders. These stakeholders have certain responsibilities to each other and to the research project. Which of the following is not one of the stakeholders?

• the marketing researcher

• the respondent

• the public

• the environment

Operational supervisor, project manager, research director, analyst, and statistician/data processing specialist are all positions in the marketing research field.

• True

• False

Which statement is not true about research design?

• Research design is a framework for conducting the marketing research project.

• Research design specifies the measurement and scaling procedures.

• Research design is undertaken before developing the approach to the problem.

• Research design is undertaken after the marketing research problem is defined.

There are three main types of research designs employed in marketing research: exploratory, descriptive, and conclusive.

• True

• False

Which data collection method is used in causal research?

• experiments

• surveys

• expert surveys

• panels