Chapter 4 DSM

Survey research

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

Observational research

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

Big data

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

Exploratory research

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

Internal databases

is(are) electronic collections of customer and marketing information obtained from data sources within the company network.

In a stratified random sample

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

In a cluster sample

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

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

Developing the research plan for collecting information is the __________ step in the marketing research process.

SECOND

Implementing the research plan is the ________ step in the marketing research process.

THIRD

What is online marketing research?

The collection of primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities

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

Which of the following describes causal research?

Used to test hypotheses about cause-and-effect relationships

Experimental research involves

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

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

Marketing information systems

is(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.

Customer insights

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

Competitive marketing intelligence

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