marketing lesson 5

experimental method

WIth the ____ ______, researchers compare the responses of two or more groups that are similar except on which the characteristic being tests. Researchers want to learn if the specific characteristic--which varies among groups--causes differences in some response among the groups.

C. It provides in-depth responses.

What is the advantage of "qualitative research" as compared to "quantitative research?" A. It provides objective measures to test hypotheses about the market. B. It provides a good basis for statistical analysis. C. It provides in-depth responses. D. Information collected can be analyzed by computer. E. Information collected can be easily summarized.

data warehouse

an MIS system organizes incoming information into a _____ ______--a place where databases are stored so that they are available when need. Electronic library

situation analysis

an informal study of what information is already available in the problem area

marketing information system (MIS)

an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions

secondary data

available data gathered for some other purpose that is applicable to the project at hand. Typically, this can be gathered much faster and at far less expense than primary data. Some excellent sources of secondary data are internal firm records, various federal government agencies, firm Web sites, private research firms, universities, business publications, and libraries

response rate

the percentage of people who complete the questionnaire

population

the total group researchers are interested in

decision support system (DSS)

A computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions. Usually involves some sort of search engine. This helps change raw data into more useful information.

D. mail surveys

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is least likely to get what he wants by using which of the following? A. personal interview surveys B. online focus groups C. telephone surveys D. mail surveys E. in-person focus groups

marketing model

a statement of relationships among marketing variables

hypotheses

Managers just don't assume that their intuition is correct. Instead they use their intuition and observations to develop ________--educated guesses about the relationships between things or about what will happen in the future. Then they will test these before making final decisions.

E. all of the above

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job in which of the following area(s)? A. implementing marketing strategies B. planning marketing strategies C. making operational decisions D. controlling marketing strategies E. all of the above

quantitative research

Most survey research is ____ _____--which seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

focus group interview

The most widely used form of qualitative questioning in marketing research is the ___ ____ _____, which involves interviewing 6 to 10 people in an informal group setting. Also uses open ended questions, but here the interviewer wants to get group interaction--to stimulate thinking and get immediate reactions.

D. study what information is already available

What should a marketing researcher do during a "situation analysis?" A. collect primary data B. talk with competitors facing similar problems C. talk formally with potential customers D. study what information is already available E. all of the above

C. A bank segments its current customers into age groups and then randomly surveys 1,000 customers within each of those age-defined groups in order to find out which of its services each demographic finds the most useful.

Which of the following best exemplifies "stratified sampling" versus random or geographic sampling? A. The Missouri State Department of Natural Resources wants to gauge public awareness of several hot-button environmental issues, so it mails out 500,000 random surveys to people listed as permanent residents in the state of Missouri. B. A cellular phone company gauges customer satisfaction with reception quality by sending text message surveys to 10,000 random subscriber numbers. C. A bank segments its current customers into age groups and then randomly surveys 1,000 customers within each of those age-defined groups in order to find out which of its services each demographic finds the most useful. D. To assess preference between two leading presidential candidates, a polling service conducts 1,000,000 random phone surveys with registered voters throughout the United States. E. An electric company provides power to 13 counties in the state of Missouri. To assess its quality of customer service throughout the region, the cooperative randomly selects 200 customers in each of the 13 counties it serves to complete a survey.

C. write a research proposal

Which of the following is not one of the five steps in the marketing research process? A. define the problem B. analyze the situation C. write a research proposal D. get problem-specific data E. solve the problem

D. Research conclusions will vary, because all those who watch the interview form their own impressions of what happened in the group discussion.

Which of the following is true concerning focus group interviews used in marketing research? A. Each person in the group answers the same questionnaire, to focus the discussion. B. A focus group size is typically 15 to 20 average consumers, whether online or off-line. C. Focus groups take a long time to set up and are a relatively expensive research method. D. Research conclusions will vary, because all those who watch the interview form their own impressions of what happened in the group discussion. E. The consumer in the group who knows the most about the topic is asked to lead the discussion.

C. It is data collected specifically to solve a current problem.

Which of the following statements best characterizes "primary data" as opposed to "secondary data?" A. It can usually be obtained at little or no cost from marketing information systems and company files and reports. B. It is data that has already been collected or published. C. It is data collected specifically to solve a current problem. D. Libraries, trade associations, government agencies, and private research organizations are prime sources for obtaining it. E. It is usually posted online and accessible through an Internet search.

D. Marketing research develops and analyzes new information about a market in single-project instances, whereas marketing information systems gather, access, and analyze market information on a continual basis.

Which of the following statements is true regarding "marketing research" and "marketing information systems?" A. Marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. B. Both tend to focus on nonrecurring information needs. C. Marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. D. Marketing research develops and analyzes new information about a market in single-project instances, whereas marketing information systems gather, access, and analyze market information on a continual basis. E. None of the above statements are true.

E. I, II, and III

Why should secondary data be used rather than primary data, whenever possible, to satisfy marketing research objectives? I. Using data already collected is usually more cost-effective than collecting it yourself. II. Secondary data is more credible because it is often available from multiple sources. III. Secondary data is more credible because its collection is usually independent of the firm in question. A. I only B. II only C. III only D. both II and III E. I, II, and III

qualitative research

_____ ______ seeks in-depth, open-ended responses, not yes or no answers. The researcher tries to get people to share their thoughts on a topic--without giving them too many directions or guidelines on what to say. The real advantage to this is depth. It gets at the details--even if a researcher needs a lot of judgment to summarize it all.

validity

_____ concerns the extent to which data measures what it is intended to measure. Important in marketing research because many people will try to answer even when they dont know what they are talking about.

search engine

a computer program that helps a marketing manager find information that is needed

scientific method

a decision making approach that focuses on being objective and orderly testing ideas before accepting them.

marketing research process

a five step application of the scientific method that includes 1. defining the problem 2. analyzing the situation 3. getting problem-specific data 4. interpreting the data 5. solving the problem.

consumer panels

a group of consumers who provide information on a continuing basis.

sales analysis

a manager can us an MIS to conduct a ____ _____--a detailed breakdown of a company's sales records

research proposal

a plan that specifies what information will be obtained and how--to be sure no misunderstandings occur later

stratified sampling

common sampling method; in this technique, the population is divided into groups based on a common characteristic, then a random sample is taken from each group.

Area (geographic) sampling

common sampling method; the population is divided into groups based on geographical areas, and then a random sample is taken from each group.

random sampling

common sampling method; this provides an equal change for each member of the population to be selected as part of the sample.

statistical packages

easy-to-use computer programs that analyze data, have made interpreting the data easier

intrusiveness

ethical issue in marketing research; a major problem for marketers is that gathering information can be annoying and inconvenient for the respondent. Therefore, companies must determine at what point requesting information becomes intrusive.

False representation

ethical issue in marketing research; attempting to earn or raise money under the guise of research is, unfortunately, fairly common and negatively affects those who legitimately try to gain respondents's cooperation.

Deceptive implementation

ethical issue in marketing research; falsely representing oneself to obtain information can be considered unethical. In most cases these deceptions are harmless, but they should be avoided.

Privacy in data use

ethical issue in marketing research; in the routine process of doing business, firms often gather a lot of information about their customers or clients. This information contains material that must be kept confidential in order to assure privacy is maintained.

privacy in data collection

ethical issue in marketing research; this issue includes the question of at what point data collection becomes an invasion of privacy. Anonymity should be maintained whenever possible.

primary data

information collected specifically to solve a current problem

secondary data

information that has been collected or published already

intranet

many firms, even small ones, have their own _____-a system for linking computers within a company. accessible only to employees, easy to publish new information, information is available on demand.

sample

marketing researchers typically study only a _____, a part of the relevant population

primary data

new data gathered specifically for the project at hand. Collection of this should begin only once secondary data sources have been exhausted. Methods of acquiring this include observation, survey, interviews, and experiments.

marketing research

procedures that develop and analyze new information about a market. ex: questionnaires, interviews, experiments, etc.