Chapter 2 The Research Question

Question 1

List and describe all the points that should be included in a research request agreement.

Answer 1

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.

1. background
2. decision problem
3. Research problem
4. use
5. population and subgroups
6. logistics.

Question 2

Problem Formulation Process

Answer 2

1. Meet with Client
2. Clarify the problem/opportunity
3. State manager’s decision problem: the basic problem facing the manager for which marketing research is intended to provide answers
4. Develop possible research problems: a restatement of the decision problem in research terms
5. Select research problem(s) to be addressed
6. Prepare research request agreement:

Question 3

Discovery-oriented decision problem:

Answer 3

decision problem that typically seeks to answer “what” or “why” questions about a problem/opportunity. The focus is generally on generating useful information.

Question 4

Strategy-oriented decision problem:

Answer 4

decision problem that typically seeks to answer “how” questions about a problem/opportunity. Focus is generally on selecting alternative courses of action.

Question 5

Research proposal

Answer 5

written statement that describes marketing problem, the purpose of the study, and a detailed outline of the research methodology.

Question 6

Request for proposal (RFP):

Answer 6

document that describes the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform the job.

Question 7

Decision Problem

Answer 7

problem as seen by managers

Question 8

Research Problem

Answer 8

restate the decision problem in research terms, from the researcher’s perspective