MKT 327 Ch. 4 (Online Learning)

according to the text, which of the following types of analytics are used to turn big data into information for business use?

-descriptive analytics -predictive analytics -prescriptive analytics

which types of data can be collected for analysis and ultimately create information for decision making?

-external -internal -primary -secondary

the marketing research process

1st: problem definition 2nd: research design 3rd: exploratory research --> exploratory research and results reported 4th: additional research required 5th: quantitative research 6th: interpret and report the findings.

database

a collection of data that can be retrieved by a computer

transaction -based information system

a computerized link between a firm and its customers, distributors, and suppliers.

A marketing information system is best described as?

a computerized system that collects and organizes marketing data on a timely basis to provide information for decision making.

sampling frame

a list of people in the universe who potentially could be contacted.

observation

a research technique whereby researchers simply watch the participants they are studying.

convenience sample

a sample composed of people who happen to come along, such as shoppers in a store at a given time, whoever answers the doorbell, or travelers passing through an airport.

probability sample

a sample in which the chance of selecting a given individual from a sampling frame or population can be calculated.

judgement sample

a sample selected by the researchers or interviewers based on their belief that those chosen represent a majority of the study population.

stratified random sampling

a sampling technique in which each member of a selected subgroup of the population has an equal chance of selection.

projective technique

a technique that enables respondents to project their thoughts onto a third party or object though some type of contrived situation.

population universe

all the individuals or organisations relevant to the marketing research project.

research design

an outline of what data will be gathered, what sources will be used, and how the data will be collected and analyzed.

external data

data obtained outside the company

internal data

data obtained within the company

information

data that has been analyzed and put into useful form.

data

facts or statistics obtained from outside the company.

all are true

information is raw and uninterpreted data is raw anduninterpreted information is data in a form that is useful for decision making.

what is the last step in the marketing research process?

interpret and report the findings

pilot study

is a small-scale project that allows the researcher to refine and test the approaches with will ultimately be used.

according to the text, what are the two categories of samples?

probability and non probability.

what is not a survey method?

projective technique

according to the text, if during the marketing research process additional research is required, then what type of research is conducted ?

quantitative

quantitative research

research designed to provide the information needed to select the best course of action and estimate the probable results.

information that has already been collected is called

secondary data

Likert scales and bipolar adjective scales are units of measure for which of the following

survey questionaires

sample

the group participating in a research project that represents the entire population of potential respondents.

case analysis

the in-depth study of a few examples

experiments

usually take place either where the marketing problem occurs or in a laboratory setting that is contrived to match research needs.