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MKTG 3710 (01-24-24) Terms in this set (37) What is the first step of the marketing research process? Identify and define the research problem. Iceberg Principle Seeing the "tip" of the iceberg, or what's on the surface is usually a symptom $7.99
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MKTG 3710 (01-24-24) Terms in this set (37) What is the first step of the marketing research process? Identify and define the research problem. Iceberg Principle Seeing the "tip" of the iceberg, or what's on the surface is usually a symptom
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Course
GED - General Educational Development
Institution
GED - General Educational Development
MKTG 3710 (01-24-24)
Terms in this set (37)
What is the first step of the marketing research process? Identify and define the research problem.
Iceberg Principle Seeing the "tip" of the iceberg, or what's on the surface is usually a symptom of the main/underlying problem or root cause.
...
What is the first step of the marketing Identify and define the research problem.
research process?
Seeing the "tip" of the iceberg, or what's on the surface is usually a symptom of the
Iceberg Principle
main/underlying problem or root cause.
It helps identify the events/factors that led to the problem...Gathers and synthesizes
Situation Analysis background information to familiarize the researcher with the overall complexity of the
problem.
T/F: Does awareness of the complete True
problem situation provide better
perspective on needs?
What are the 3 steps in identifying the List the symptoms, brainstorm possible causes, list a possible solution for each cause.
market research problem?
What does one do when defining the market One comes up with clearly defined and specific research questions...Appropriate unit
research problem? of analysis, relevant variables, and a clear objective should be included.
Agree on the purpose of research...Understand the complete problem...Idenify
What are the components of identifying and
measurable symptoms and distinguish them from the root problem...Select the unit of
defining problems?
analysis...Determine the relevant variables.
What are the 3 different research design Exploratory, Descriptive, and Casual Research.
approaches?
Attempts to better understand what is happening (the research problem) and it also
Exploratory Reserach deepens our understanding of consumer behavior that is NOT easily accessible with
other approaches.
Attempts to describe what is happening and answers who, what, where, and how
Descriptive Research
questions...Provides competitor, target market, and environmental factor information.
Attempts to determine the cause-and-effect relationships...Most appropriate to
Casual Research
understand if the goal is to understand which variables cause a dependent variable.
MKTG 3710 (01-24-24)
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