Third Year

Final Revision Part 2

2023/2024
A.GH
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 Chapter Two: Defining the Marketing Research Problem and
Developing a Research Approach

Terms

1. Involves stating the general problem and identifying the specific components of the
marketing research problem (Problem definition)
2. A document produced by the users of research findings or the buyers of a piece of
marketing research. The brief is used to communicate the perceived requirements of a
marketing research project (Research brief)
3. is the official layout of the planned marketing research activity. In its final format it can
serve as a contract between the researcher and decision makers (Research proposal)
4. A comprehensive examination of a marketing problem to understand its origin and nature.
It allows the researcher to interact with the decision maker and identify the underlying
causes of the problem (Problem audit)
5. Data collected for some purpose other than the problem at hand. It is essential at the stage
of problem diagnosis (Secondary data)
6. Data originated by the researcher specifically to address the research problem
(Primary data)
7. The problem confronting the marketing decision maker which asks what the decision
maker needs to do (Marketing decision Problem)
8. A problem that entails determining what information is needed and how it can he
obtained in the most feasible way. (Marketing research Problem)
9. is a way to link the broad statement of the marketing decision problem to the marketing
research problem (Conceptual map)
10. is gathered by compiling relevant findings from secondary sources
(Objective evidence)
11. Provide information on how the variables should be operationalized and measured as
well as how the research design and sample should be selected (Theoretical considerations)
12. is a set of variables and their interrelationships, designed to represent in whole or in part,
some real system or process (Analytical model)
13. Are "the refined statements of the components of the problem". (Research questions)

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 14. is an unproven statement or proposition about a factor or phenomenon that is of interest
to the researcher (Hypothesis)

Notes

1. How the problem is defined?

 Marketing decision makers must communicate what they see as being the problems they face
and what research support they need. This communication usually comes in the form of a
research brief.
 The researcher responds to the research brief with a research proposal, which encapsulates
the researcher's vision of a practical solution to the set research problem

2. Research brief

3. Research proposal

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 4. Environmental context of the problem
Discussions with decision makers
Qualitative interviews with industry experts
Secondary data collection and analysıs

5. Interaction between decision maker and researcher facilitates problem definition by determining
the underlying causes. Thus, to be Fruitful such interaction should he characterized by the 7C:
 Communication
 Cooperation
 Confidence
 Candor
 Closeness
 Continuity
 Creativity

6. Unfortunately. Two potential difficulties may arise when seeking advice From Experts:

Some individuals who claim to be knowledgeable and are eager to participate may not
really possess expertise.
It may be difficult to locate and obtain help from experts who are outside the
commissioning organization. Access to these individual- may be problematic

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7. Errors in defining the problems
 Researchers make some common errors in problem definition:
When the research problem is defined too broadly. This does not provide clear
guideline for the subsequent steps involved in the project.
When the research problem is defined too narrowly. This may preclude consideration
of some courses of action, particularly those that are innovative and not obvious. It
may also prevent the researcher from addressing important components of the
marketing decision problem.
When they specify too many objectives for a single marketing research project. This
could create massive amount of unneeded data. Thus, Objectives should be few and
problem definition should be stated clearly.

8.

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 Questions on chapter two

True or false
1. Stating the general problem and identifying the specific components of the marketing
research problem. Only when the marketing research problem has been clearly defined
can research be designed and conducted properly. This is refers to Problem definition
(T)
2. Free exchange of ideas between the DM and research is essential (T)
3. marketing research is a team project in which both parties (DM and researcher) must
cooperate. (T)
4. The interaction between the DM and the researcher should be guided by mutual trust
(T)
5. There should not be any hidden agendas, and an attitude of openness should prevail in
the interaction between the DM and the researcher (T)
6. Feelings of warmth and closeness should characterize the relationship between the DM
and the researcher. (T)
7. the DM and the researcher must interact continually rather than sporadically (T).
8. The interaction between the DM and the researcher should be creative rather than
formulaic (T)
9. data analysis is not an independent exercise. You must go through all 6 steps of the
marketing research process, starting with defining the problem, to make sense of the rest
(T)
10. The analytical model is a comprehensive examination of a marketing problem with
the purpose of understanding its origin and nature (F)
11. Problem definition based on symptoms can be misleading (T)
12. The purpose of interviewing experts is to help define the marketing research problem
rather than to develop a conclusive solution. (T)
13. To understand the background of a marketing research problem, the researcher must
understand the client's firm and industry. (T)
14. Graphical models are analytical models that provide a visual picture of the
relationships between variables. (T)
15. Research questions ask what general information is required with respect to the
problem components. (F)

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16. Hypotheses go beyond research questions because they are statements of
relationships or propositions rather than merely questions to which answers are sought.
(T)
17. Budgeting and scheduling management tools help ensure that the marketing research
project is completed within the available resources. (T)
18. Sales analysis research is a type of problem solving research (F)
19. Once a problem or opportunity has been identified, market potential research is
undertaken to arrive at a solution (F)
20. Problem identification research provides information about the marketing
environment and helps diagnose a problem (T)
21. The findings of problem solving research are used in making decisions that will solve
specific marketing problems.(T)
22. The task of marketing research is to assess the information needs and provide
management with relevant, accurate, reliable, cheap, and current information.(F)
23. Marketing researchers are becoming more involved in decision making, whereas
marketing managers are not becoming more involved with research (F)
24. If a firm lacks the resources to implement the findings arising from marketing
research, spending the resources to conduct the research may not be warranted (T)
25. Field service organizations are limited service suppliers that specialize in
interviewing or specialize in collecting data through the mail or though personal or
telephone interviewing (T)
26. Analytical services include designing and pretesting questionnaires, determining the
best means of collecting data, designing sampling plans, and conducting statistical
analysis of quantitative data.(F)
27. Problem definition is the most important step in the marketing research project (T)
28. Better communication and more involvement in problem definition are the most
frequently mentioned ways of improving the usefulness of research.(T)
29. The organizational status of the researcher or the research department may make it
easy to reach the key DM in the early stages of the project. (F)
30. The problem audit provides a useful framework for interacting with the researcher
and identifying the underlying causes of the problem (F)
31. Analysis of available secondary data is a non-essential step in the problem definition
process. (F)
32. The management decision problem is action oriented (T)
33. The marketing research problem is information oriented (T)

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34. Verbal, graphical, and mathematical models depict the same phenomenon or
theoretical framework in different ways. (T)
35. Verbal models are analytical models that provide a visual picture of the relationships
between variables. (F)
36. Being too familiar with the environmental factors of the country where the research is
being conducted can greatly increase the difficulty of understanding the problem's
environmental context and uncovering its causes. (F)
37. As one of the seven Cs that characterize the interaction between the DM and the
researcher, confidence is best defined as the interaction between the DM and the
researcher should be guided by mutual trust (T)
38. Problem definition involves stating the general problem and identifying the specific
components of the marketing research problem (T)
39. Only when the marketing research problem has been clearly defined can research be
designed und conducted properly (T)
40. Defining a research problem is the communication that develops between marketing
decision makers and researchers (T)
41. Marketing decision makers must communicate what they see as being the problems
they face and what research support they need. This communication usually comes in the
form of a research brief (T)
42. The researcher responds to the research brief with a research proposal, which
encapsulates the researcher's vision of a practical solution to the set research problem. (T)
43. Research brief a document produced by the researcher or. The brief is used to
communicate the perceived requirements of a marketing research project (F)
44. Marketing research brief should not be carved in tablets of stone (T)
45. Marketing research brief should be carved in tablets of stone (F)
46. Research proposal is the official layout of the planned marketing research activity. In
its final format it can serve as a contract between the researcher and decision makers (T)
47. The research proposal covers all phases of the marketing research process (T)
48. Research brief allows the researcher to present an interpretation of the problems faced
by management and to be creative in developing a research solution. (F)
49. Discussions with the decision makers beyond the formal presentation of a research
brief and research proposal are usually vital. (T)
50. Problem audit allows the researcher to interact with the decision maker and identify
the underlying causes of the problem (T)
51. Interaction between decision maker and researcher should he characterized by the 7C
(T)
52. Qualitative interviews with industry experts (whether inside or outside the
organization) who are individuals knowledgeable about the firm and the industry can
help in diagnosing the nature of the marketing and research problem (T)

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53. Some individuals who claim to be knowledgeable and are eager to participate may
not really possess expertise (T)
54. It may be difficult to locate and obtain help from experts who are outside the
commissioning organization. Access to these individual- may be problematic (T)
55. Marketing decision Problem is action oriented and concerned with the possible
actions the decision maker can take (T)
56. Marketing research Problem (is information oriented, and involves determining what
information is needed and how that information can be obtained effectively and
efficiently (for example: thinking of how to recover the loss of market share?).
57. Conceptual map is a way to link the broad statement of the marketing decision
problem to the marketing research problem (T)
58. Problem Definition should allow the researcher to obtain all the information needed
to address the marketing decision problem (T)
59. Problem Definition Guide the researcher in maintaining focus and proceeding with
the project in a consistent manner (T)
60. When the research problem is defined too broadly. This does not provide clear
guideline for the subsequent steps involved in the project (T)
61. Objective evidence is gathered by compiling relevant findings from secondary
sources (T)
62. Researchers should rely on theory to determine which variables should be
investigated. (T)
63. Theoretical considerations provide information on how the variables should be
operationalized and measured as well as how the research design and sample should be
selected (T)
64. The verbal, graphical and mathematical models complement each other and help the
researcher identify relevant research questions and hypotheses (T)
65. All research questions can be developed into hypotheses that can be tested (T)
66. Certain research questions may be exploratory in nature. (T)