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11 Cards in this Set
- Front
- Back
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exists when there is a gap between what was supposed to happen and what did happen. ex. failure to meet an objective. manager must now determine what course of action to take in order to close the gap
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problem
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occurs when there is a gap between what did happen and what could have happened. situation represents a favorable circumstance or chance for progress or advancement.
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opportunity
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change in the level of some key monitor that measures the achievement of an objective; for example, our measure of customer staisfaction has fallen 10% in each of the last two months
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symptoms
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a form of preliminary research undertaken to gather background information and gather data pertinent to the problem area
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situation analysis
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invitations to bid and requests for proposals.
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ITB and RFP
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Companies use these documents to alert research firms that they would like to receive bids or proposals to conduct research. problem has already been defined and in some cases the research objectives
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ITB and RFP
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are set to gather the specific bits of knowledge taht need to be gathered in order to close the information gaps. become the basis for the markeint researcher's work.
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research objectives
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the predesignation of some quantity of a measured attribute or characteristic that must be achieved for a research objective in order for a predetermined action to take place.
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action standards
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require you to make important decisions before you collect your information and serve as clear guidelines for action once the research is over.
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action standards
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a formal document prepared by the researcher, and it serves three important functions: States the problem, specifies the research objectives, and it details the research method proposed by the researcher to accomplish the research objectives
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a marketing research proposal
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What three important functions does a marketing research proposal contain?
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States the problem, specifies the research objectives, and it details the research method proposed by the researcher to accomplish the research objectives
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