Ch 4 Marketing
Observational research
is gathering primary data by observing relevant people, actions, and situations.
Primary data
consist of information collected for the specific purpose at hand.
Experimental research
is best suited for gathering causal information
Survey research
is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Descriptive 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.
Exploratory research
marketing research to gather preliminary information that will help define problems and suggest hypotheses.
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
Marketing research is __________.
the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Touch points
include(s) customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, market research studies—every contact between a customer and a company.
Secondary data
information that already exists somewhere, having been collected for another purpose.
__________ refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.
A quota sample
__________ is marketing research to test hypotheses about cause-and-effect relationships.
Causal 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 marketing research to gather preliminary information that will help define problems and suggest hypotheses.
Exploratory research
Which of the following describes the Code of Standards and Ethics for Survey Research?
It outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.
Internal databases
are collections of consumer and market information obtained from data sources within the company's network
simple random
every member of the population has a known and equal chance of selection.
In a cluster sample, __________.
the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview
The __________ outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.
Code of Standards and Ethics for Survey Research
Causal research
marketing research to test hypotheses about cause-and-effect relationships.
__________ are information that already exists somewhere, having been collected for another purpose.
Secondary data
__________ is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Survey research
__________ are collections of consumer and market information obtained from data sources within the company's network
Internal databases
Competitive marketing intelligence is the __________.
systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
Which of the following is best suited for gathering causal information?
Experimental research
Casual Research
Marketing research that tests hypotheses about cause-and-effect relationships
Which of the following describes causal research?
Marketing research that tests hypotheses about cause-and-effect relationships
__________ is gathering primary data by observing relevant people, actions, and situations.
Observational research
__________ consist of information collected for the specific purpose at hand.
Primary data
__________ include(s) customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, market research studies—every contact between a customer and a company.
Touch points
A quota sample
refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.
Samples (in regard to research) are __________.
segments of the population selected for marketing research to represent the population as a whole
Ethnographic research involves __________.
sending observers to watch and interact with consumers in their "natural environments"
In a __________ sample, every member of the population has a known and equal chance of selection.
simple random
In a stratified random sample, __________.
the population is divided into mutually exclusive groups and random samples are drawn from each group
