Marketing Research Chapter 2

A broad statement of the general problem and identification of the specific components of the marketing research problem.

A comprehensive examination of a marketing problem to understand its origin and nature.

Interviews with people very knowledgeable about the general topic being investigated.

Another name for experiences surveys (interviews with people very knowledgeable about the general topic being investigated).

Interviews with lead users of the technology.

Data collected for some purpose other than the problem at hand.

Data originated by the researcher specifically to address the research problem.

An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.

Surveys that tend to be less structured than large-scale surveys i that they generally contain more open-ended questions and the sample size is much smaller.

Case studies involve an intensive examination of a few selected cases of the phenomenon of interest. Cases could be customers, stores, or other units.

Consists of the factors that have an impact on the definition of the marketing research problem, including past information and forecast, 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.

Goals of the organization and the decision maker must be considered in order to conduct successful marketing research.

A body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics.

Regulatory Policies and norms within which organizations must operate.

Consists of income, prices, savings, credit, and general economic conditions.

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

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

A way to link the broad statement of the marketing research problem t the management decision problem.

The initial statement of the marketing research problem that provides an appropriate perspective on the problem.

The second part of the marketing research problem definition. The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.

A conceptual scheme baed on foundational statements or axioms, that are assumed to be true.

Unbiased evidence that is supported by empirical findings.

An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part.

Analytical models that provide a written representation of the relationships between variables.

Analytical models that provide a visual picture of the relationships between variables.

Analytical models that explicitly describe the relationship between valuables, usually in equation form

Research questions are refined statements of the specific components of the problem.

An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher.

The unconscious reference to one's own cultual values.