Marketing research is not needed when the costs of the research are more than the value of the research informati on.

Although important, properly defining the problem is not as important as analyzing data in marketing research.

When there is a gap between what was supposed to happen and what did happen, we have an opportunity

When there is a gap between what was supposed to happen and what did happen, we have a problem

An opportunity, which is a type of problem, occurs when there is a gap between what did happen and what could have happened.

Opportunities and problems have the same consequence for managers; they must make decisions.

Control systems that monitor performance against objectives are useful for recognizing problems

Managementʹs ability to recognize opportunities is increased if they use a process called opportunity identification.

Symptoms are changes in the level of some key monitor that measures the achievement of an objective.

Sometimes researchers must conduct research in order to define the problem. This additional investigation is sometimes known as a market analysis.

While research objectives should be reasonably specific they do not need to specify from whom the information will be gathered

Ahmed learns about new breakthrough in Mobile technology by reading one of his online science magazines. Being a businessman. Ahmed considers hiring a marketing research firm to make full research about the benefit of this technology and how he can utilize it in his business. This would be an example of: