Ch.4
Primary data
__________ are information collected for the specific purpose at hand.
Secondary data
__________ are information that already exists somewhere, having been collected for another purpose.
Samples
__________ are segments of the population selected for marketing research to represent the population as a whole.
Secondary data
information that already exists somewhere, having been collected for another purpose
Customer Insights
the fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
internal database
A(n) __________ refers to electronic collections of customer and marketing information obtained from data sources within the company network.
marketing information system
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.
provide useful customer insights
To deliver real value to marketers, marketing information must _________. A. provide useful customer insights B. have a positive impact on profits C. be collected inexpensively D. come from big data sources E. include information on competitors
simple random sample
every member of the population has a known and equal chance of selection
Translating questionnaires from one language to another is not an easy task
Which of the following is true regarding international marketing research? A. Translating questionnaires from one language to another is not an easy task. B. Most countries have ample sources of secondary data available for marketing researchers. C. Consumers in different countries are very alike in their attitudes toward marketing research. D. The use of international marketing research has decreased in recent years. E. Primary data cannot be collected when conducting international marketing research
Experimental 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.
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
__________ is marketing research to gather preliminary information that will help define problems and suggest hypotheses
Quota sample
__________ refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.
Competitive marketing intelligence
__________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
intrusions on consumer privacy and the misuse of research findings
According to the text, two major public policy and ethical issues in marketing research are ________. A. paying research respondents and intrusions on consumer privacy B. deceptive advertising and illegal pricing C. misuse of research findings and improper sampling procedures D. intrusions on consumer privacy and the misuse of research findings E. intrusions on consumer privacy and inaccurate data analysis
simple random
In a __________ sample, every member of the population has a known and equal chance of selection.
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.
Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings
Question Help What are the four steps of the marketing research process in their correct sequence? A. Set the research budget, collect the data, analyze the data, determine how to use the findings B. Collect the data, analyze the data, develop the research plan, interpret and report the findings C. Develop the research plan, define the problem and research objectives, implement the research plan, interpret and report the findings D. Define the problem and research objectives, develop the research plan, implement the research plan, interpret and report the findings E. Develop the research plan, set the research budget, collect the data, interpret and report the findings
Code of Standards and Ethics for Survey Research
The __________ outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.
marketing information system
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 comprise a ________. A. marketing analytic system B. marketing research department C. marketing technology system D. marketing consulting team E. marketing information system
Internal data, marketing intelligence, and marketing research
What are the three general sources from which marketers can obtain information? A. Marketing research, surveys, and scanners B. Internal data, marketing intelligence, and marketing research C. Internal data, big data, and global data D. Competitors, the Internet, and the media E. Sales records, the Internet, and internal databases
Exploratory research, descriptive research, and causal research
What are the three types of objectives a marketing research project might have? A. Exploratory research, secondary research, and primary research B. Exploratory research, descriptive research, and causal research C. Exploratory research, descriptive research, and survey research D. Demographic research, exploratory research, and attitudinal research E. Descriptive research, survey research, and causal research
Marketing analytics
What do marketers use to analyze big data? A. Marketing research B. Marketing metrics C. Marketing analytics D. Marketing software E. Customer relationship management
Data contained in huge and complex data sets
What is big data? A. Data collected by very large companies B. Data that proves to be useful to marketers C. Data that is obtained from competitors D. Data that is collected globally E. Data contained in huge and complex data sets
To capture and use customer data
Why do companies use customer relationship management? A. To maximize sales and revenue B. To get to know their customers personally C. To capture and use customer data D. To find new customers E. To avoid using big data
Ethnographic research
__________ is a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments."
Survey research
__________ is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavio
Causal research
__________ is marketing research to test hypotheses about cause-and-effect relationships.
Marketing research
__________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Observational research
gathering primary data by observing relevant people, actions, and situations