Term
| Opportunity Identification |
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Definition
| Using marketing research to find and evaluate new opportunities. |
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| Studying the decision-making environment within which the marketing research will take place. |
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| Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. |
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| Surveys ysing a limitednumber of respondents and often employing less rigorous sampling techniques than are employed in larger, quantitative studies. |
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| Discussions with knowledgeable indviduals, both inside and outside the organization, who may provide insights into the problem. |
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| Reviewing information from situations that are similar to the current one. |
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Term
| Marketing Research Problem |
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| A statement specifying the type of information nedded by the decision maker to help solve the marketing research problem. |
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Term
| Management Decision Problem |
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Definition
| A statement specifying the type of mangerial action require to solve the problem. |
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| A conjectural statement about a relationship between two or more variables that can be tested with empirical data. |
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| The plan to be followed to answer the marketing research objectives. |
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| Research studies that answer the questions who, what, when, where, and how. |
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| A symbol or concept that can assume any one of a set of values. |
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| Research studies that examine whether the value of one variable causes or determines the value of another variable. |
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| A symbol or concept expected to be explained or influenced by the independent variable. |
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| A symbol or concept over which the researcher has some control and that is hypothesized to cause or influence that dependent variable. |
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| An appropriate causal order of events. |
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| The degree to which a presumed cause and presumed effect occur or vary together. |
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| A relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables. |
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| Research in which an interviewer (except in mail and Internet surveys) interacts with respondents to obtain facts, opinions, and attitudes. |
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| Typically, descriptive research that monitors respondents' actions without direct interaction. |
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