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Mktg 3350 Chapter 2
Vocab
| Question | Answer |
|---|---|
| Problem Definition | A broad statement of the general problem and identification of the specific components of the marketing research problem |
| Problem Definition process | the process of defining the management-decision problem and marketing research problem |
| Problem Audit | A comprehensive examination of a marketing problem to understand its origin and nature |
| Experience Survey | Interviews with people knowledgeable about the general topic being investigated |
| Key informant Technique | interviews with people knowledgeable about the general topic being investigated |
| Lead-user Survey | Surveys that involve obtaining information from the lead users of the technology |
| secondary data | Data collected for some purpose other than the problem at hand |
| Primary Data | Data originated by the researcher to address the research problem |
| Qualitative Research | An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting |
| Pilot Surveys | Surveys that tend to be less structured than large scale surveys in that they generally contain more open ended questions and the sample size is smallers |
| Case Studies | Involved an intensive examination of a few selected cases of phenomenon of interest. Cases could be customers, stores, or other units |
| Enviromental Context of the Problem | Factors that have an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints of the firm, objectives of the decisions maker, buyer behavior, legal enviroment, economic enviroment. |
| Objectives | Goals of the organization and of the decision maker that must be considered in order to conduct successful marketing research |
| Buyer Behavior | A body of knowledge that tries to understand and predict consumers reactions based on an individual's specific characteristics |
| Legal Enviroment | Regulatory policies and norms within which organizations must operate |
| Economic Enviroment | Composed of purchasing power, gross income, disposable income, discretionary income prices, savings, credit availability, and general economic conditions |
| Management Decision Problem | the problem confronting the decision maker. it asks what the decision maker needs to do |
| maketing research problem | the marketing research problem asks what information is needed and who it can be obtained |
| Conceptual Map | A way to link the broad statement of the marketing research problem with the management-decision problem |
| Broad Statement of the Problem | The initial statement of the marketing research problem that provides and appropriate perspective on the problem |
| Specific Components fo the Problem | The second part of maketing research problem definition. The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed |
| objective evidence | unbiased evidence that is supported by empirical findings |
| Theory | A conceptual scheme based on foundation statements, which are assumed to be true |
| Analytical Model | An explicit specificationof a set of variables and ther interrelationships designed to represent some real system or process in whole or in part |
| verbal model | analytical models that provide a written representation of the relationships between variables |
| Graphical Model | Analytical models that provide a visual picture of the relationships between two variables |
| Mathematical Model | Analytical models that explicitly describe the relationships between variables, usually in equation form |
| Research Questions | refined statements of the specific components of the probelem |
| Hypothesis | an uproven statement or proposition about a factor or phenomenon that is of interest to the researcher |
| Interviews with Industry Experts | can help the researcher formulate the MR problem more commonly used in industrial or highly technical environments (than in consumer research) and for radically new products (when little information is available from other sources) |
| Secondary Data Analysis (not definition) | Secondary data are an economical and quick source of background info Secondary data analysis should always precede primary data collection! |
| Qualitative Research Types | Focus groups (group interviews) In-depth interviews Pilot surveys Case studies |
| Factors to be Considered in the Environmental Context of the Problem | Past Information and Forecasts Resources and Constraints Objectives of the Organization and of the DM Buyer Behavior Legal Environment Economic Environment Marketing and Technological Skills |
| Management-Decision Problem Characteristics | Asks what the DM needs to do Action oriented Focuses on symptoms |
| Marketing Research Problem Characteristics | Asks what information is needed and how it should be obtained Information oriented Focuses on the underlying causes |
| Components of an Approach | Analytical Framework and Model Research Questions and Hypotheses Specification of the Information Needed |
| Specification of Information Needed | By focusing on each component of the MR problem and the analytical framework and models, research questions, and hypotheses, the researcher can determine what information should be obtained. |
Created by:
moses2434
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