Ch 2: The Marketing Research Process

Field services firms

Companies that specialize in data collection

Problems

Situations that call for managers to make choices among various alternatives

Key Performance Indicators

Measures that provide scores of how well a company is performing relative to its objectives

Marketing Opportunity

A potentially favourable circumstance in which a company can perform successfully

Symptom

An observable sign that indicates that a problem exists

Situation Analysis

A form of exploratory research undertaken to gather background information and data that may be helpful in properly defining the problem decision

Decision Alternatives

All marketing actions that the manager thinks may resolve the problem

Problem Statement

A concise description of the problem or opportunity that management is facing that requires research to make a decision

Research Objective

A goal oriented statement or question that specifies what information is needed to solve a problem

Hypotheses

Statements that are taken as true for the purposes of argument or investigation

Construct

An abstract idea or concept composed of a set of attitudes or behaviours that are thought to be related

Variables

Elements of a construct that can be measured or quantified

Action Standard

A designated quantity of a measurable attribute or characteristic that must be achieved for a predetermined action to take place

Marketing Research Proposal

the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process

Invitation to Bid/Request for Proposal

Routinely used in all business sectors when a firm desires supplier firms to present proposals or bids