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Mktg 3445

ch. 4

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
Created by: miaagu