chapter 7 marketing

Exploratory research

Gathering preliminary information that will help define the problem and suggest hypotheses.

Descriptive research

Generating information to better describe marketing problems, situations, or markets

A good problem definition has 3 characteristics

-Identifies the cause of the problem, not its symptoms -Identifies alternative courses of (marketing) action -Identifies information needed to evaluate those options.

benefits of data mining are

-improved prospecting -better market segmentation -increased customer loyalty -more sucessful cross and up selling

which of the following are usually elements of focus group research?

-six to ten people -other observers -use of a moderator -paid participants

Internal databases

Electronic collections of consumer and market information obtained from data sources within the company network (MIS).

Probability Sample

Every population member has a known, non-zero chance of selection. Chosen by an objective process.

Survey research

Most widely used method for primary data collection. Approach best suited for gathering descriptive information. Can gather information about people's knowledge, attitudes, preferences, or buying behavior

Researchers can try to increase response rates in several ways. Three things that usually help are

Prenotification Call backs Incentives

Experimental research

Tries to explain cause-and-effect relationships

Sampling requires three decisions

Who is to be surveyed? Selecting the sampling unit. How many people should be surveyed? Referred to as sample size. How should the people in the sample be chosen? Describes the sampling procedure. Probability vs. nonprobability samples.

which problem describes the following survey question 'do you fly southwest airlines regulary?"

ambiguous question

your assistant wants to use secondary data exclusively for the current research project. which of the following is a reason why this may be a poor idea?

it may not exist and all of the needed data is rarley available

the final step in the marketing research process, according to the text, involves

evaluate actions taken

________reserach is best suited for gathering causal information

experimental

a scale that is comprised of series of statements, each of which gives a possible characteristic about the subject, and followed by a range of agreement choices is a ______ scale

likert scale

a good problem definition results in _______ and _________

lower cost, and greater value

gathering preliminary info that will help define the problem and suggest hypotheses is called?

exploratory research

numbers that only can be used for identifying characteristics are ________ numbers

nominal

when people are unwilling or unable to provide information, marketers turn to the use of this method of research

observation

in survey research, the MOST cost effective means of contacting sample memebers is via

online

numbers that can identify and rank order things are _____ numbers

ordinal

which of the following is NOT viewed as a common mechanical instrument used to conduct market research ?

telephone

secondary data is often where marketing research begins. secondary data consists of information ?

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

number that can identify, rank with equal distance but have NO absolute zero are _____ numbers

interval

Primary data

Consists of information collected for the specific purpose at hand

Secondary data

Information that already exists somewhere which has been collected for another purpose

Common sources of secondary data

Internal databases Commercial data services Government sources

Nonprobability Sample

Population member chances of selection unknown. Chosen by some subjective process.

Sample

Segment of the population selected to represent the population as a whole. No need to canvass entire population because of probability theory

The research plan outlines

Sources of existing data

Marketing intelligence

Systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. This comes from environmental scanning

Marketing research

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

Causal research

Testing hypotheses about cause-and-effect relationships

the objective of _________ research is to test hypotheses about cause and effect relationship

casual

companies need info about their

customers needs, marketing environment, competition

using sophisticated statistical software to sift through data warehouses looking for new patterns and correlations is called

data mining

As response rate increases, nonresponse error will TEND to

decrease

the hardest step in the marketing research process to take is?

defining the problem and research objectives

a good problem definition has certain characteristics. which of the following is NOT one of these: -identifies the cause of the problem, not its symptoms -describes who needs the info -identifies alternative courses of action -identifies info needed to evaluate those options

describes who needs the info

survey research is best suited for gathering __________ information

descriptive

generating info to better describe marketing problems, situtations, or markets.

descriptive research

Defining the problem is often the most

difficult step of the research project

this systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called?

marketing intelligence

To assist in the development of a new economics textbook, pearson prentice hall is using the systematic design, collection, analysis, and reporting of relevant data. what are they doing

marketing research

response rates in surveys are generally higher using ___________ contact methods

personal or online

info collected for the specific purpose at hand

primary data

if every population member has a known, non zero chance of selection in a sample and members are chosen by an objective process this would be a _________ sample

probability

numbers that can identify, rank with equal distance and have an absolute zero are_________ numbers

ratio

The gathering of primary data by observing

relevant people, actions, and situations

researchers want to maximum response rates to help reduce non response error. one thing that usually helps but is beyond researcher influence is?

respondent interest

a scale that uses a series of bi polar opposite descriptors about a subject is a ___________ scale

semantic differential scale

why would In the Mood Music Distributors choose a sampling of its customers to research rather than all 15,000 of them?

the sample can fairly represent the entire population

you have been asked to provide good advice to a beginning market research intern as he or she develops a research questionnaire. which of the following is the best advice you could provide?

use care in the wording and ordering of questions

which of the following is a correct statement? secondary data are? -collected mostly via surveys -expensive to obtain -sometimes not reliable -never purchased from outside suppliers -always necessary to support or refute the primary data colelcted

-sometimes not reliable

which problem describes the following survey question? -why do you think southwest airlines service is so much better than other airlines?

leading question