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While every step in the marketing research process is important, problem definition is the most important step. [Hint]
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| 2 . |
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A problem audit is a comprehensive examination of a marketing problem to understand its origin and nature. [Hint]
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Primary data are collected for some purpose other than the problem at hand, but are the most important source of information. [Hint]
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Management at the Akire Ferret Farm has decided to conduct focus groups with a dozen ferret owners and experiential product tests with their ferrets to determine favorite ferret toys. Akire is conducting qualitative research. [Hint]
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The environmental context of the marketing research problem investigates aspects of natural resources, pollution, recycling, species endangerment, and other aspects of the environment. [Hint]
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Goals of the organization and of the decision maker must be considered in order to conduct successful marketing research. [Hint]
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The legal environment contains regulatory policies and norms within which organizations must operate. Legal and regulatory considerations should be taken into account by the marketing researcher. [Hint]
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The management decision problem asks what information is needed and how it can best be obtained and the marketing research problem asks what the decision maker needs to do. [Hint]
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To have the most efficient marketing research, the researcher must focus the problem definition as narrowly as possible. [Hint]
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Barbara has drawn a flowchart that represents the components of the consumer decision-making process and how they relate to one another. Barbara's drawing is a graphical analytical model. [Hint]
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| 11 . |
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Velma is researching the attitudes of undergraduate students regarding MBA programs. She has written down several statements regarding this study: "MBA programs are not worth the expense," "MBA programs will help me get a better job," and "MBA programs take up too much time." These statements represent the research questions of Velma's problem. [Hint]
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The most likely management and marketing decision problem for a company using TQM is "How do we improve quality for our customers?" [Hint]
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A research analyst at Budget Gourmet decided that a huge opportunity existed in Latin America for convenience frozen foods because of the growing population. However, an introduction of the product line flopped. The failure is likely due to failure to conduct a problem audit in an unfamiliar environment. [Hint]
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The research team at Search, Inc. is interested in using technology to help define their research problem and develop a research approach. The team is most likely to use the Internet and an MIS to help with their task. [Hint]
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The stakeholders involved in ethical conflicts during the process of defining the problem and developing an approach are most likely to be the marketing researcher and the client. [Hint]
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