MKT 3414 test 1 (1).

MKT 3414 test 1
mkt research - CORRECT ANSWER-systematic and objective appraoch to identify
and solve researchable mkt problems in mkt management

problem identificatin research
​- CORRECT ANSWER-research to identify problems that aren't apparent on the
surface but are likely to arise in the future

problem solving research - CORRECT ANSWER-research to solve identified mkt
problems

problem identification examples - CORRECT ANSWER-market share
image
mkt characteristics

problem solving research examples - CORRECT ANSWER-segmentation
pricing
positioning

mkt research process - CORRECT ANSWER-defining the problem
developing an approach to the problem
formulating a research design
doing field work/collecting data
preparing and analyzing data
preparing and presenting the report

mgt decision problem --> mkt research problem - CORRECT ANSWER-symptoms
--> causes

symptoms - mgt problem - CORRECT ANSWER--asks what the decision maker
needs to do
-action oriented
-focuses on symptoms
-should a new product be introduced?
-should the advertising be changed?
-should the price of the brand be increased?

causes - mkt problem - CORRECT ANSWER--asks what information is needed and
how it should be obtained
-information oriented
-focuses on the underlying causes
-to determine consumer preferences and purchase intentions of the proposed new
product