Chapter 4

__________ is a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments."

ethnographic research

Secondary data are __________.

information that already exists somewhere, having been collected for another purpose

A(n) __________ refers to electronic collections of customer and marketing information obtained from data sources within the company network.

internal database

A(n) __________ is people and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

marketing information system

__________ are information collected for the specific purpose at hand.

primary data

In a __________ sample, every member of the population has a known and equal chance of selection.

simple random

Marketing research is __________.

the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

__________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

competitive marketing intelligence

__________ is the fresh understanding of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationships.

customer insight

__________ is marketing research to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers.

descriptive research

__________ is marketing research to gather preliminary information that will help define problems and suggest hypotheses.

exploratory research

__________ is marketing research to test hypotheses about cause-and-effect relationships.

causal research

In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.

cluster

The __________ outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.

code of standards and ethics for survey research

__________ is gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

experimental research

__________ is gathering primary data by observing relevant people, actions, and situations.

observational research

__________ refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.

quota sample

In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.

stratified random

__________ is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

survey research

__________ are segments of the population selected for marketing research to represent the population as a whole.

samples