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Mktg 3445
ch. 4
Question | Answer |
---|---|
decision problem | the problem facing the decision maker for which the research is intended to provide answers |
discovery- oriented decision problem | typically seeks to answer "what" or "why" questions about a problem/ opportunity |
strategy- oriented decision problem | a decision problem that seeks "how" question about a problem/ opportunity |
research problem | a restatement of the decision problem in research terms |
research request agreement | a document prepared by the researcher after meeting with the decision maker that summarizes the problem and the information that is needed to address it |
research proposal | a written statement that describes the marketing problem, the purpose of the study, and detailed outline of the research methodology |
request-for-proposal | a document that describes, as specifically as possible, the nature of the problem for which research is sought and that asks provider to offer proposals |