MARK 300 Chapter Four DSM and Warm Up

What is big​ data?

Data contained in huge and complex data sets

What is the correct sequence of the four steps of the marketing research​ process?

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

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

Simple Random

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

Stratified Random

What do marketers use to analyze big​ data?

Marketing Analytics

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

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

Exploratory Research

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives?

Exploratory research, descriptive research, and causal research

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

Samples

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

Survey Research

Customer insights are __________.

the fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships

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

Causal Research

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

Ethnographic Research

What are the three general sources from which marketers can obtain​ information?

Internal Data,marketing intelligence, and marketing research

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

Internal Database

Two major public policy and ethical issues in marketing research are​ ________.

Intrusions on customer privacy, and misuse of research findings

A​ __________________________ consists of the people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers 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

To deliver real value to​ marketers, marketing information must​ _________.

Provide useful customer insights

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

Quota Sample

Why do companies use customer relationship​ management?

To capture and use customer data

Which of the following is true regarding international marketing​ research?

Translating questionnaires from one language to another is not an easy task.

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

Code of standards and ethics for survey research

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

Competitive Marketing Intelligence

Observational research is __________.

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

Marketing research is __________.

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

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

Cluster

__________ 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

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

Secondary Data