Marketing Research Midterm

Organizations conducting research in order to make a decision about a real situation faced in the marketplace are conducting ____________________ research.

Applied

An important aspect of the marketing concept is a(n) ____.

Consumer Orientation

Parties that furnish information on the World Wide Web are called ____________________.

Content Providers

Input data can come from internal sources of the organization, but not from external sources. (T/F)

False

Marketing research is restricted to the promotion aspect of the marketing mix. (T/F)

False

The first stage in the research process is to plan a research design. (T/F)

False

Terminal causality means the cause is necessary and sufficient to bring about the effect. (T/F)

False -absolute causality

Absolute association means that any covariation between a cause and an effect is true and not simply due to some other variable. (T/F)

False -nonsporious

A formal statement explaining some outcome is called a(n) ____________________.

Hypothesis

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

Internal Records

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.

Marketing

All of the following are advantages of in-house research EXCEPT ____.

More objectivity

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

Opportunity

Information that is accurate, valid, and reliable is said to be of high ____________________.

Quality

All of the following are types of marketing research EXCEPT ____.

Selective

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization. (T/F)

True

A computer-based system that helps marketing managers to solve problems through interaction with databases is known as a(n) ____________________.

Decision Support System (DSS)

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action. (T/F)

False

Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?

Foundational

Which situation is LEAST conducive for qualitative research?

When needing conclusive evidence to be drawn from data

A company that applies the marketing concept in its dealings with its customers is using a(n) ____________________ orientation.

??

The two types of marketing research based on the specificity of its purpose are called ____________________ and ____________________.

Basic and Applied

The two types of marketing research based on the specificity of purpose are ____.

Basic and Applied?

Which term describes a subset of data and information that actually has some explanatory power to enable effective decisions to be made?

Market Intelligence

The application of the scientific method in searching for truth about marketing phenomena is known as ____________________.

Marketing Research

A syndicated service is a marketing research supplier that provides standardized information for many clients in return for a fee. (T/F)

True

Descriptive research often helps describe market segments. (T/F)

True

The placement of marketing research within a firm's organizational structure and the structure of the research department vary depending on the firm's degree of marketing orientation and research sophistication. (T/F)

True

The purpose of a decision support system is to store data and transform data into information that is easily accessible to marketing managers. (T/F)

True