marketing chapter 4 (covered in class)

It is reasonable to view (a) as broader or umbrella-like whereas (b) can be view as one component of (a).

(a) marketing information system (b) marketing research

(a) creates value if it can assist in management decision making and, accordingly, just as marketers creates value by meeting the needs and wants of consumers, marketing researchers create value if the results will be used in (b).

a. Market research b. making management decisions

Secondary data consist of information that (a)

a. already exists somewhere having been collected another purpose.

A major advantage of primary data (compared to secondary data) is that primary data are "(a)".

a. information collected for the specific purpose at hand

Survey research is the most commonly used method for collecting primary data in marketing research and involves asking people questions about their (a), (b), (c), and (d).

a. knowledge b. attitudes c. preferences d. buying behavior

Experimental research (a) to determine cause and effect

a. manipulates one or more variables (known as independent variables)

A major advantage of secondary data (compared to primary data is that secondary data can be (a) and (b)

a. nearly always obtained more quickly b. at a lower cost than primary data

What does marking research begin with?

Defining the problem and research objectives

List three main "research approaches" are used to collect primary data through one or more of the immediately above tools and mediums.

1. Observation 2. Survey 3. Experiment

____ research manipulates one or more variables to determine cause and effect.

Experimental research

___ research involves gathering primary data by observing relevant people, actions, or situations.

Observational research

What is the disadvantage of observational research?

Observed actions and behaviors can be very difficult to interpret

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

Secondary data

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

a. Marketing Research

It is reasonable to view marketing information system as (a) or (b) whereas marketing research can be view as (c) of marketing information system.

a. broader b. umbrella-like c. one component

Marketing research includes (a), (b), (c), and (d) data but does NOT include (e) data.

a. collecting b. recording c.interpreting d. analyzing e. creating

Disadvantage of survey research: survey research produces data that are "(a)" more so than "(b)".

a. correlational b. causal

Experimental research goes beyond "(a) data" achieved through survey research by providing "(b) data" or "(c) data" about a marketing research.

a. correlational data b. causal data c. causal relationship data

Walmart is often credited for its masterful design, implementation, and use of its (a). For example, it (Walmart) is known for its efficient logistical system such that every time a consumer buys anything, that purchase is recorded and sent company headquarters, where these data are used to generate-orders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover "(b)".

a. marketing information system b. patterns of consumers' purchasing behavior

Observational research involves gathering primary data by (a), (b), and (c).

a. observing relevant people b. actions c. situations

By focusing on a specific situation pertinent to marketing, marketing research could be considered generally to be (a) or (b) (in contrast to marketing information system).

a. periodical d. one-time

A major disadvantage of secondary data (compared to primary data) is that (a).

a. relevant secondary data can be difficult to locate

Secondary data routinely are collected is "(a)", to determine what is already known and not known about the question or topic at hand, after which the necessity to collect primary data becomes apparent in order to provide useful or more useful information about the question at hand.

a. set the stage

Company management before commissioning marketing research to be conducted should first ask whether (a) and , likewise, (b). Note. that the real value of marketing research and marketing information lies in (c) - in the customer insights at it provides.

a. the research will be useful b. will the research findings be used c. how it is used