60 Questions
What is the purpose of research objectives?
To specify what information is needed to solve the problem
How should research objectives be in relation to the limitations of time, money, and technology?
They should be obtainable through marketing research despite limitations
What is the recommended range of research objectives per project?
Three objectives to six objectives
What do research objectives specify?
The unit of measurement used to gather information
In what way do research objectives word questions?
Using questions based on the respondents’ frame of reference
What is the primary characteristic of research objectives?
They are clear, specific, and actionable
What is the main purpose of defining the problem in marketing research?
To identify potential decision alternatives
In marketing research, when is a decision necessary?
When there are no alternatives
What should all methods of measuring the value of research demonstrate?
That something happened as a result of the research
What do research objectives provide when achieved?
The information necessary to solve the problem
When is exploratory research usually conducted in marketing research?
Before establishing research objectives
What is the primary reason for undertaking exploratory research in marketing?
To learn more about the research problem and priorities
What is the purpose of a situation analysis?
To define the problem decision
What should the researcher start with when conducting a situation analysis?
Understanding the industry
What is an example of a method used in a situation analysis?
Experience surveys
What should the researcher move to after understanding the industry in a situation analysis?
The company itself: its history, performance, products/services
What should a situation analysis help in properly defining?
The problem decision
What is sometimes confused with problems when diagnosing a problem?
Symptoms
What is the most important step in the marketing research process?
Recognizing problems and opportunities
When does a problem occur, according to the text?
When there is a gap between what was supposed to happen and what did happen
What are examples of key performance indicators (KPIs) mentioned in the text?
Decrease in sales, decrease in brand awareness, fewer website conversions
What does a marketing opportunity represent?
A potentially favorable circumstance for successful performance
Why is defining the problem crucial in the marketing research process?
Because an incorrectly defined problem can lead to fundamentally flawed research
What do some firms rely on to renew their life cycles and stay competitive?
Innovations and formal procedures to find and evaluate opportunities
What is the role of a symptom in the context of defining a problem?
To signal and alert management to recognize problems
Why is it important to determine the probable cause of the symptoms?
To narrow down the possible causes to a small set of probable causes
What are decision alternatives in the context of defining a problem?
All the marketing actions that may resolve the problem
Why does a researcher's marketing education and knowledge come into play when determining decision alternatives?
To brainstorm possible decision alternatives
What is the purpose of developing the problem statement in the context of defining a problem?
To provide a concise description of the problem or opportunity that requires research to make a decision
Can the symptoms be verified by other factors identified in the situation analysis?
Yes, symptoms can be cross-verified with other identified factors
What are decision alternatives in the context of defining a problem?
The marketing actions that may resolve the problem
Why does the researcher's marketing education and knowledge come into play when brainstorming decision alternatives?
To suggest possible solutions based on marketing expertise
What is the purpose of developing the problem statement in the context of decision alternatives?
To identify potential marketing actions for resolution
What should all decision alternatives represent?
Marketing actions that may resolve the problem
What is the most crucial role of symptoms in relation to decision alternatives?
To alert management to a problem that requires resolution
How do decision alternatives relate to the situation analysis?
They help verify the symptoms identified in the analysis
In the context of decision alternatives, when might marketing research not be needed?
When competitive firms need to react quickly
What should all methods of measuring the value of marketing research explicitly link the research results to?
Business impacts
In the context of decision alternatives, why might marketing research not be needed if the product is at the end of its life cycle?
The product is already familiar to consumers
What might be a reason for not conducting marketing research when costs far exceed the expected value?
Circumstances dictate there is simply not enough time to conduct marketing research
In what situation might a manager have the experience to act without any additional information in the context of decision alternatives?
For routine decisions
What could be a reason for not conducting marketing research if competitive firms need to react quickly?
When circumstances dictate there is simply not enough time to conduct marketing research
What is the recommended range of research objectives per project?
3 to 6 research objectives
What do research objectives specify?
The information needed
Why is defining the problem crucial in the marketing research process?
To facilitate selection of an alternative
When is exploratory research usually conducted in marketing research?
At the beginning of the research process
What is the primary characteristic of research objectives?
Specificity
What should a situation analysis help in properly defining?
The problem
In marketing research, when is a decision necessary?
When there are multiple alternatives to choose from
What represents a marketing opportunity according to the text?
A situation where multiple decision alternatives exist
Why is understanding decision alternatives important according to the text?
To ensure that an informed decision can be made in marketing research
What role do decision alternatives play in defining a problem in marketing research?
They enable the researcher to evaluate potential solutions to the problem
When does a problem occur, according to the text?
When there are no available decision alternatives
What do decision alternatives help in determining in marketing research?
The potential solutions to the identified problem
Why is defining the problem considered the most important step in the marketing research process?
It prevents a gap between what was supposed to happen and what did happen.
In the context of defining a problem, what is a symptom?
A situation causing a gap between what was supposed to happen and what did happen.
What occurs when there is a gap between what did happen and what could have happened?
A failure to realize a favorable circumstance or chance for progress or advancement.
What represents a potentially favorable circumstance in which a company can perform successfully?
Marketing Opportunity
What are key performance indicators (KPIs) used for?
To provide scores of how well a company is performing relative to its objectives.
What happens if a problem is defined incorrectly in the marketing research process?
The rest of the steps in the research process will be fundamentally flawed.
Test your understanding of how symptoms signal problems and the process of determining their probable causes. Explore the verification of symptoms and their potential recurrence.
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