Chapter 4 DSM questions

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

Exploratory

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

Customer Insights

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

Ethnographic

____________________ data is information collected for the specific purpose at hand

Primary Data

What is Ethnographic Research?

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

What is a Quota Sample?

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

What is a Sample?

a segment of the population selected for marketing research to represent the population as a whole.

What are Internal Databases?

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

What happens in a Simple Random Sample?

every member of the population has a known and equal chance of selection.

What is Survey Research?

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

What is Observational Research?

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

What is observational research?

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

What are Customer insights?

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

What happens in a Stratified Random Sample?

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

What happens in a cluster sample?

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

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

Causal

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

Causal Research

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

Code of Standards and Ethics for Survey Research

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

Samples

_____________________________ 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

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

Secondary

What is Primary Data?

information collected for the specific purpose at hand.

What is Secondary data?

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

What is Descriptive research?

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.

What is Exploratory research?

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

What is Causal Research?

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

What are 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.

What are Samples?

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

What happens in a Convenience Sample?

the researcher selects the easiest population members from which to obtain information.

What is Competitive marketing intelligence?

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

What is marketing research?

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

What is Experimental 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.