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7 Cards in this Set
- Front
- Back
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Problems
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-situations calling for managers to make choices among alternatives
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Two sources of problems
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-gap between what was SUPPOSED to happen and what DID happen
-gap between what DID happen and was COULD have happened (this represents opportunities) |
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Symptoms and Problems
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-"we are losing money" is a symptom, not a problem
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Identification of Causes
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-researcher and manager attempt to reduce all possible causes to probable causes
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Impediments to Problem Definition
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-failure to change behavior for problem definition situation
-differences between managers and researchers backgrounds |
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Marketing Research Proposal
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-serves three important functions:
1. state the problem 2. specifies the research objectives 3. details the research method |
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Research Objectives
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-specify from whom the information will be collected
-specify what constructs will be measures -units of measure |
