MKT CHAPTER 4
Two major public policy and ethical issues in marketing research are ________.
intrusions on consumer privacy and misuse of research findings
A(n) __________ is 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 system
A __________________________ consists of the people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.
marketing information system
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
__________ is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Survey research
Which of the following is NOT true regarding international marketing research?
The cost of international research is lower.
__________ 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
__________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Competitive marketing intelligence
What is the correct sequence of the four steps of the marketing research process?
Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings
The Domino's leadership team determined that while it was a great delivery company, the poor taste of their pizza was an impediment to future growth. To what stage of the marketing research process did this realization correspond? a Reporting the findings b Interpreting the findings c Developing the research plan d Implementing the research plan e Defining the problem and research objectives
Defining the problem and research objectives
__________ 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 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.
Experimental research
__________ is marketing research to gather preliminary information that will help define problems and suggest hypotheses.
Exploratory research
What are the three general sources from which marketers can obtain information?
Internal data, marketing intelligence, and marketing research
__________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Marketing research
__________ 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
__________ refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.
Quota sample
Marketing information is of no value until it is used for what purpose?
To make better marketing decisions
Today's marketers see information not only as a tool for input for better decision-making, but also as ___________________________.
an important strategic asset and marketing tool
In a simple random sample, __________.
every member of the population has a known and equal chance of selection
In order to determine which combination of crust, sauce, and cheese options work best together, the Domino's researchers employed a(n) __________ research design. a descriptive b focus group c survey-based d experimental e observational
experimental
A(n) __________ refers to electronic collections of customer and marketing information obtained from data sources within the company network.
internal database
The group of individuals in the video and the processes by which they gather information to help decision makers generate and validate actionable customer and market insights could be described as Domino's __________. a advertising agency b marketing information system c customer focus group d predicitive analytics team e marketing department
marketing information system
In order to better understand consumers' perceptions of the taste of Domino's, the research team utilized an online listening approach, examining unsolicited opinions about their pizza on social networks. This approach would best be described as __________: a casual research b descriptive research c observational research d experimental research e quantitative research
observational research
Software and analytical techniques that integrate, analyze, and apply the mountains of individual customer data to gain a 360-degree view of customers enable companies to ________________________.
practice customer relationship management
Companies need meaningful customer insights so they can _____________________________.
produce superior value for their customers
In order to assess the effectiveness of its "Oh Yes We Did" ad campaign, Domino's tested the ad using a small group of individuals it thought was representative of the overall market. This group of consumers is called a a samples b population c behavioral target d market segment e target market
samples
In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.
stratified random
__________ are segments of the population selected for marketing research to represent the population as a whole.
Samples
__________ are information that already exists somewhere, having been collected for another purpose.
Secondary data
There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of objectives?
Exploratory research, descriptive research, and causal research
In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.
cluster
