Ch. 2 Defining the Marketing Research Problem and Developing an Approach

problem definition
broad statement of the general problem and identification of the specific components of the marketing research problem
problem definition process
process of specifying the management decision problem and the marketing research problem
problem audit
comprehensive examination of a marketing problem to understand its origin and nature
experience survey
aka key informant technique
interviews with people knowledgeable about the general topic being investigated
lead-user story
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
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 much smaller
case study
intense examination of a few selected cases of the phenomenon of interest
can be customers, stores, or other units
objective
goal of the organization and of the decision maker that must be considered in order to conduct successful marketing research
buyer behavior
body of knowledge that tries to understand and predict consumers’ restrictions based on an individual’s specific characteristics
legal environment
regulatory policies and norms within which organizations must operate
economic environment
composed of purchasing power, gross income, disposable income, discretionary income, prices, savings, credit availability and general economic conditions
management decision problem
problem confronting the decision maker
asks the decision maker needs to do
marketing research problem
asks what information is needed and how it can best be obtained
conceptual map
way to link the broad statement of the marketing research problem with the management decision
broad statement of the problem
initial statement of the marketing research problem that provides an appropriate perspective on the problem
specific components of the problem
second part of the marketing research problem definition
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
conceptual scheme based on foundational statements which are assumed to be true
analytical model
explicit specification of a set of variables and their interrelationships designed to represent some real system/process in whole or in part
verbal model
analytical model that provides a written representation of the relationships between the variables
graphical model
analytical model that provide a visual picture of the relationships between variables
math models
analytical model that explicitly describes the relationships between variables
usually in equation form
research question
refined statements of the specific components of the problem
hypothesis
an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher