Chapter 4

The third step in the marketing research plan is __________.

implementing the research plan

Which of the following describes causal research?

Used to test hypotheses about cause-and-effect relationships

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

stratified random

Customer insights are best described as __________.

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

Big data is __________.

the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies

In a stratified random sample, __________.

the population is divided into mutually exclusive groups and random samples are drawn from each group

Marketing research is best defined as __________.

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

Descriptive research is __________.

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

Exploratory research is __________.

used to gather preliminary information that will help define problems and suggest hypotheses

__________ is the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies.

Big data

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

Causal research

Which term refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment?

Competitive marketing intelligence

Which term refers to the fresh understandings of customers and the marketplace derived from marketing information?

Customer insights

__________ is used 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

What is the second step in the marketing research process?

Developing the research plan for collecting information

Which of the following describes internal databases?

Electronic collections of customer and marketing information obtained from data sources within the company network

__________ involves 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

How is primary data defined?

Information collected for the specific purpose at hand

Which of the following best defines secondary data?

Information that already exists somewhere having been collected for another purpose

What is survey research?

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

__________ are 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 systems

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

Marketing research

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

Observational research

__________ is the collection of primary data online through Internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior.

Online marketing research

Which of the following describes marketing information systems?

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

Which of the following refers to information that already exists somewhere having been collected for another purpose?

Secondary data

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

Survey research

Which of the following describes customer relationship management (CRM)?

The management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty

What is competitive marketing intelligence?

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

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

cluster