Chapter # 4
survey research
gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
observational research
gathering primary data by observing relevant people, actions, and situations
experimental research
gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
The third step in the marketing research process calls for implementing the marketing research plan by _______
gathering processing and analyzing information
primary data
information collected for the specific purpose at hand
secondary data
information that already exists somewhere, having been collected for another purpose
The fourth step in the market research process is ________.
interpreting and repoting findings
According to the text, two major public policy and ethical issues in marketing research are ________.
intrusion on customer privacy and misuse of research findings
Code of Standards and Ethics for Survey Research
outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.
Samples
small, manageable number of subjects that represent the population
competitive marketing intelligence
the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment
Marketing Research
the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
quota sample
A sample deliberately constructed to reflect several of the major characteristics of a given population
Companies apply ________ to dig out meaningful patterns in big data and gain customer insights and gauge marketing performance. A)secondary research B) marketing analytics C)primary research D)business analytics
B
Companies use software that integrate, analyze, and apply the mountains of individual customer data to gain ____ A)360-degree view of customers and build larger revenue streams B)360-degree view of customers and build stronger customer relationships
B
Marketers are viewing information not only as an input for making better decisions but also as a(n) ______________. A)important product development tool and advertising tool B) important strategic asset and marketing tool C) important marketing tool and advertising tool D) important sales tool and marketing tool
B
Marketing information has no value until it is used ________. A)to create sustainable revenue streams B)to make better marketing decisions C)in customer relationship management
B
The marketing information system (MIS) consists of _______, __________, and ___________to generate and validate actionable customer and market insights A)procedures for assessing information needs, developing the needed information, and helping decision makers use the information B)people and procedures for assessing information needs, developing the needed information, and helping decision makers use the information C)people and procedures for assessing information needs, developing the needed information, and helping salespersons use the information D)developing needed information, helping marketing managers use it, and helping decision makers use it E)people to asses information needs, develop the needed information, and help decision makers use the information
B
To ________ for customers and ________, marketers must first gain fresh, deep insights into what customers need and want. A) create value, build exceptional products B) create value, build meaningful relationships with them C) produce results, building meaningful relationships with them D)create value, design exceptional products E) create value, build repeat revenue streams
B
What are the three general sources from which marketers can obtain information? A)Competitors, the Internet, and the media B) Internal data, marketing intelligence, and marketing research C)Marketing research, surveys, and scanners D) Internal data, big data, and global data E)Sales records, the Internet, and internal databases
B
What is big data? A) data collected by a very large company B) data contained in huge and complex data sets C)data that is contained by competitors D)data that is collected globally E)data that proves to be useful to marketers
B
Customer insights come from good marketing information, which contribute to creating value and meaningful customer relationships. Companies use these customer insights to develop ________ A)financial and revenue projections B)marketing plans C)a competitive advantage D)products and services E)marketing and sales advantages
C
The marketing information system (MIS) first ________, which primarily serves the company's marketing and other managers, but it might also provide information to external partners. A)manipulates existing data B)summarizes existing data C)assesses information needs D)creates databases of the data E)creates procedures for data gathering
C
Why do companies use customer relationship management? A) to find new customers B) to avoid using big data C)to capture and use customer data D) to maximize sales and revenue E)to get to know their customer personally
C
he marketing information system (MIS) helps users analyze and use the information to A)primarily make marketing decisions, manage vendor relationships, and manage customer relationships B)primarily develop customer insights, make select marketing decisions, and manage vendors C)develop customer insights, make marketing decisions, and manage customer relationships D)develop customer insights, manage sales strategies, and manage customer relationships
C
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 consulting team B)marketing research department C)marketing technology system D)marketing analytic system E)marketing information system
E
The second critical phase in developing a marketing information system (MIS) is developing information. The information is developed from ________, __________, and ____________. A)internal databases, marketing intelligence activities, and shopper research B)internal databases, business analytics, and marketing research C)internal databases, customer analytics, and marketing intelligence activities D)internal databases, marketing intelligence activities, and secondary research E)internal databases, marketing intelligence activities, and marketing research
E
To deliver real value to marketers, marketing information must _________. A) be collected inexpensively B) have a positive impact on profits C) include information on competitors D) come from big data sources E)provide useful customer insights
E
To gain good customer insight, markets must effectively manage marketing information from ________ A)Primary and secondary research B)internal data, marketing intelligence, and marketing research C)product marketing research D)focus groups and surveys E)A wide range of sources
E
What do marketers use to analyze big data? A) marketing software B) Customer relationship management C)marketing research D) marekting metrics E) marketing analytics
E
cluster sample
Is obtained by selecting all individuals within a randomly selected collection or group of individuals.
Casual Research
Marketing research to test hypotheses about cause-and-effect relationships
ethnographic research
a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments"
stratified random sample
a sampling design in which the population is divided into several subpopulations, and random samples are then drawn from each stratum
CASRO responsibilities
confidentiality, privacy, and avoidance of harassment
To analyze individual customer data, many companies have now acquired or developed special software and analysis techniques called ________ software.
customer relations management CRM
What are the four steps of the marketing research process in their correct sequence?
define the problem and research objectives, develop a research plan, implement the research plan, interpret and report findings
The second step of the marketing research process is ________
developing a research plan
Internal databases
electronic collections of consumer and market information obtained from data sources within the company network
simple random sample
every member of the population has a known and equal chance of selection
What are the three types of objectives a marketing research project might have?
exploratory, descriptive and casual research
The first step in the marketing research process involves defining the problem and setting the research objectives. The most comprehensive set of objectives are _________, ___________, ____________.
exploratory, descriptive, or casual research
customer insights
fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships
descriptive research
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
marketing research to gather preliminary information that will help define problems and suggest hypotheses