Marketing research 1st edition 2025
Marketing research
Questions and verified answers
1st edition 2025
Marketing Research - ✔✔The Systematic and objective identification, collection, analysis,
dissemination, and use of information for the purpose of improving decision making related to
the identification and solution of problems and opportunities in marketing
Problem Identification Research - ✔✔Undertaken to help identify problems that are, perhaps, not
apparent on the surface and yet exist or are likely to arise in the future
Management Decision Problem - ✔✔Asks what the decision maker needs to do
Action oriented
Focuses on symptoms
Marketing Research Problem - ✔✔Asks what information is needed and how it should be
obtained
pg. 1
, Marketing research 1st edition 2025
Information oriented
Focuses on the underlying causes
Used if interviewer bias is an issue - ✔✔Mail and electronic interviewing (e-mail and Internet)
Problem Solving Research - ✔✔Undertaken to arrive at a solution
Personal methods (in-home, mall intercept, or CAPI) - ✔✔If complex and diverse questions have
to be asked, what type(s) of survey method(s) should you use?
In-home and mail panel interviewing - ✔✔Survey methods used for high quantities of data
Internet, e-mail, and telephone methods - ✔✔Survey methods used for speed
Mail, mail panel, and Internet surveys - ✔✔Used for if social desirability is an issue
Used for cost - ✔✔Electronic (e-mail and Internet), cold mail, mail pane, telephone, mall
intercept, CSPI, and in-home methods
Observation Method - ✔✔Involves recording the behavior patterns of people as well as data on
objects and events in a systematic manner to obtain information about the phenomenon of interest
Personal observation - ✔✔A researcher observes actual behavior as it occurs
The researcher does not attempt to manipulate the phenomenon being observed but merely
records what takes place
Example: a researcher might record traffic counts and observe traffic flows in a department store
pg. 2
Marketing research
Questions and verified answers
1st edition 2025
Marketing Research - ✔✔The Systematic and objective identification, collection, analysis,
dissemination, and use of information for the purpose of improving decision making related to
the identification and solution of problems and opportunities in marketing
Problem Identification Research - ✔✔Undertaken to help identify problems that are, perhaps, not
apparent on the surface and yet exist or are likely to arise in the future
Management Decision Problem - ✔✔Asks what the decision maker needs to do
Action oriented
Focuses on symptoms
Marketing Research Problem - ✔✔Asks what information is needed and how it should be
obtained
pg. 1
, Marketing research 1st edition 2025
Information oriented
Focuses on the underlying causes
Used if interviewer bias is an issue - ✔✔Mail and electronic interviewing (e-mail and Internet)
Problem Solving Research - ✔✔Undertaken to arrive at a solution
Personal methods (in-home, mall intercept, or CAPI) - ✔✔If complex and diverse questions have
to be asked, what type(s) of survey method(s) should you use?
In-home and mail panel interviewing - ✔✔Survey methods used for high quantities of data
Internet, e-mail, and telephone methods - ✔✔Survey methods used for speed
Mail, mail panel, and Internet surveys - ✔✔Used for if social desirability is an issue
Used for cost - ✔✔Electronic (e-mail and Internet), cold mail, mail pane, telephone, mall
intercept, CSPI, and in-home methods
Observation Method - ✔✔Involves recording the behavior patterns of people as well as data on
objects and events in a systematic manner to obtain information about the phenomenon of interest
Personal observation - ✔✔A researcher observes actual behavior as it occurs
The researcher does not attempt to manipulate the phenomenon being observed but merely
records what takes place
Example: a researcher might record traffic counts and observe traffic flows in a department store
pg. 2
