BUS 312 - CH4
causal
__________ research is used to test hypotheses about cause-and-effect relationships.
survey
____________ research involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
accounting
department of internal database has records of sales, costs, and cash flows
marketing
department of internal database provides information on customer characteristics, in-store and online sales transactions, and web and social media site visits
operations
department of internal database records on production, shipments, and inventories
online focus group
type of marketing research method Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior
focus group interview
type of marketing research method Personal interviewing that involves inviting small groups of people to gather for a few hours with a trained interviewer to talk about a product, service, organization; the interviewer "focuses" the group discussion on important issues
internal database
________ is(are) electronic collections of customer and marketing information obtained from data sources within the company network.
observational
type of marketing research method involves gathering primary data by observing relevant people, actions, and situations.
experimental
type of marketing research method involves gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
exploratory
type of marketing research method used to gather preliminary information that will help define problems and suggest hypotheses.
marketing, exploratory, descriptive, causal, secondary data, primary data
types in marketing research project (6)
sample
A ______________ is a segment of the population selected for marketing research to represent the population as a whole.
touchpoint
A(n) __________ is defined as any contact between a customer and a company.
develop the research plan
After defining the problem and objectives, what is the next step in the marketing research process?
extranets
Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to
third
Implementing the research plan is the ________ step in the marketing research process.
stratified random
In a __________ sample, the population is divided into mutually exclusive groups and random samples are drawn from each group.
cluster
In a __________ sample, the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview.
quota
In a __________ sample, the researcher finds and interviews a prescribed number of people in each of several categories.
judgement
In a _____________ sample, the researcher uses his or her judgment to select population members who are good prospects for accurate information
simple random
In a ________________ sample, every member of the population has a known and equal chance of selection.
strategic decision marketing
The goal of competitive marketing intelligence is to improve ___________________________.
customer relationship management
The management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty is called ________________
internal databases, marketing intelligence, marketing research
To develop needed information, marketing information systems utilize __________. (3)
marketing analytics
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use __________.
better marketing decisions
Using marketing information to gain customer insights is of little value unless it is used to make __________.
exploratory, descriptive, causal
What are the three types of research objectives
questionnaires and mechanical devices
What are the two main research instruments used by marketing researchers in primary data collection?
accessed quickly and cheaply
Which of the following is an advantage to using internal databases for information?
secondary data
Which of the following refers to information that already exists somewhere having been collected for another purpose?
customer insights
Which term refers to the fresh understandings of customers and the marketplace derived from marketing information?
competitive marketing intelligence
Which term refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment?
focus group interview
You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in a(n) __________
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.
primary data
__________ consist of information collected for the specific purpose at hand.
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.
big data
__________________ is the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies
ethics, special research situations
examples of the challenges faced by market researcher (2)
marketing
step 1 in marketing research project Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
exploratory
step 2 in marketing research project Marketing research to gather preliminary information that will help define problems and suggest hypotheses
descriptive
step 3 in marketing research project 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
causal
step 4 in marketing research project Marketing research to test hypotheses about cause-and-effect relationships
ethnographic
type of marketing research method Sending observers to watch and interact with consumers in their natural environment
behavioral targeting
type of marketing research method Using online consumer tracking data to target advertisements and marketing offers to specific consumers
online marketing research
type of marketing research method collection of primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities.
publicly available
Competitive marketing intelligence uses __________ data sources.
customer insight
Much of Pinterest's success is due to how they used marketing information to identify a unique __________.
descriptive
Survey research is the approach best suited for gathering __________ research.
first
Defining the problem and research objectives is the __________ step in the marketing research process.
second
Developing the research plan for collecting information is the __________ step in the marketing research process.
customer privacy
Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of intrusions on __________
t
T/F A good MIS must balance what users would like to have against what they really need and what is feasible to offer.
t
T/F Information to gain customer insights comes from a wide variety of sources.
t
T/F One result of big data is that marketing managers are often overloaded with informationOne result of big data is that marketing managers are often overloaded with information
f
T/F Online surveys generally have lower response rates than those conducted by mail or phone.
t
T/F People and procedures that are used to manage information to generate and validate actionable customer and market insights.
f
T/F Reaching respondents in other parts of the world is less difficult than it is in the United States.
t
T/F The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully
t
T/F There are risks involved in using big data analytics and CRM
fourth
The _________ step is interpreting and reporting the findings.
customer service
department of internal database has records of customer satisfaction or service problems
marketing channel partner
department of internal database provide data on sales transactions
sales force
department of internal database report on reseller reactions and competitors activities
marketing, customer service, accounting, operations, sales force, marketing channel partner
departments of internal database (6)
observational, ethnographic, experimental, focus group, online marketing, online focus group, behavioral targeting
different types of marketing research methods (7)
