Marketing Research

According to Figure 2.1 in the text, the components of the management decision problem consist of: objective/theoretical foundations, analytical models, research questions, hypotheses, and specification of the information needed.

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The need for the researcher to understand the nature of what decision managers face and what they hope to learn from research is one of the reasons to conduct interview with experts

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To identify the management problem, the researcher must possess considerable skill in interacting with the DM which includes the organizational status of the researcher or the research department may make it difficult to reach the key DM in the early stages of the project.

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The problem definition provides a useful framework for interacting with the DM and identifying the underlying causes of the problem.

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The problem definition is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature

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It is important to perform a problem audit because DMs tend to focus on symptoms rather than on causes and in most cases, has only a vague idea of what the problem is

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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 creative rather than formulaic

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Secondary research is an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting

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Media consumption behavior and response to promotions, price sensitivity, and retail outlets patronized are factors that should be considered in the objectives component of the environmental context of the problem.

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Regulatory policies and norms within which organizations must operate, refer to the legal environment factor of the environmental context of the problem

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