NRC Country Club process of sequential question formulation that leads a manager or researcher from management dilemma to investigative questions. Management Dilemma - the problem or opportunity that requires a marketing decision. Is usually a symptom of an actual problem, such as: a. Rising costs. b. The discovery of an expensive chemical compound that would increase the efficacy of a drug. c. Increasing tenant move-outs from an apartment complex. d. Declining sales.
Can also be triggered by an early signal of an opportunity or growing evidence that a fad may be gaining staying power. a. Identifying management dilemmas is rarely difficult. b. Choosing one dilemma on which to focus may be difficult. c. Choosing incorrectly may result in a waste of time and resources. Management Question - -the management dilemma restated in question format. Research questions - the hypothesis that best states the objective of the research; the question(s) that focuses the researcher's attention. Investigative Question - questions the researcher must answer to satisfactorily answer the research question; what the marketer feels he or she needs to know to arrive at a conclusion about the management dilemma. Measurement Question - the questions asked of the participants or the observations that must be recorded. The definition of the management question sets the research task. Management Decision - What are the recommended Decisions that management should make Build the management-research question hierarchy, through the investigative questions stage. Then compare your list with the measurement questions asked. Management Dilemma - the problem or opportunity that requires a marketing decision. Is usually a symptom of an actual problem, such as: a. Rising costs. b. The discovery of an expensive chemical compound that would increase the efficacy of a drug. c. Increasing tenant move-outs from an apartment complex. d. Declining sales. e. A...