Chapter 1 & 2

Question 1

The purpose of _________ _________ is to improve decision making related to the:
– identification and
– solution of problems and opportunities in marketing

Answer 1

Market research

Question 2

Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

Answer 2

Problem Identification Research

Question 3

segmentation, product, pricing, promotion, and distribution research. This are examples of what classification.

Answer 3

Problem Solving

Question 4

______________ the most important step in the marketing research process.Collect as much information as possible that helps you understand the problem.

Answer 4

Problem Definition

Question 5

______________ is a blueprint for conducting the marketing research project.

Answer 5

Research Design

Question 6

To determine consumer preferences and purchase intentions for the proposed new product.

Answer 6

Marketing Research Problem

Question 7

__________is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process.

Answer 7

Analytical Model

Question 8

_____________ models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results.

Answer 8

Graphical

Question 9

_______________ models specify the relationships among variables, usually in equation form.

Answer 9

Mathematical

Question 10

____________ __________ are refined statements of the specific components of the problem.

Answer 10

Research Questions

Question 11

What are the components of the an Approach?

Answer 11

• Analytical Framework and Model
• Research Questions and Hypotheses
• Specification of the Information Needed