MKT333 reading check ch4-5

the goal of ______ research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product analytic exploratory causal descriptive statistical

descriptive

the objective of causal research is to ______. predict the effect of a random event on unrelated entities gather preliminary information that will help suggest hypotheses describe things, such as the market potential for a product assign a cause to a seemingly random event test hypotheses about cause-and-effect relationships

test hypotheses about cause-and-effect relationships

marketers describe the way a consumer processes information to arrive at brand choices as ______. consumer capitalism impulse buying information search alternative evaluation cognitive dissonance

alternative evaluation

if a consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to purchase the product at that time. if not, the consumer may store the need in memory or undertake ______. cognitive dissonance an information search a need recognition consumer ethnocentrism buyer's remorse

an information search

almost all major purchases result in ______, or discomfort caused by post-purchase conflict consumer capitalism conspicuous consumption cognitive dissonance consumer ethnocentrism need recognition

cognitive dissonance

______ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment ethnographic research customer relationship management SWOT analysis data warehousing competitive marketing intelligence

competitive marketing intelligence

a company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. this is an example of ______. experimental research ethnographic research survey research viral marketing niche marketing

ethnographic research

______ consists of inviting 6-10 people to meet with a trained moderator to talk about a product, service, or organization a mail questionnaire an online survey individual interviewing telephone interviewing focus group interviewing

focus group interviewing

the term BIG DATA refers to the ______ generated by today's sophisticated information generation, collection, storage, and analysis technologies. social media contacts email messages huge and complex data sets large reports information requests

huge and complex data sets

which of the following is the final step of the marketing research process? implementing the research plan defining the research objectives developing the research plan interpreting and reporting the findings selecting a research agency

implementing the research plan

secondary data consists of ______. information that already exists somewhere, having been collected for another purpose information collected for the specific purpose at hand information collected from conducting personal, in-depth interviews data that does not age data that is unreliable and unsuitable for the purpose of making marketing decisions

information that already exists somewhere, having been collected for another purpose

which of the following is an advantage of using an internal database? internal databases can be accessed more quickly and cheaply than other information sources data always remains current in internal databases internal databases require less maintenance efforts highly sophisticated equipment and techniques are not required for maintaining internal databases information obtained from internal databases is almost always sufficient for making marketing decisions

internal databases can be accessed more quickly and cheaply than other information sources

which of the following is true about secondary data? it is always current and, unlike primary data, it does not have to be updated unlike primary data, it can be obtained by using direct surveys and questionnaires by the company it requires more effort compared to gathering primary data it cannot provide extra information a company is looking for it can be obtained more quickly and at a lower cost than primary data

it can be obtained more quickly and at a lower cost than primary data

______ describes changes in an individual's behavior arising from experience perception cognitive dissonance lifestyle selective attention learning

lifestyle

______ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization strategic planning marketing research causal research market segmentation product marketing

marketing research

______ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others innovators stealth marketers surrogate consumers lagging adopters opinion leaders

opinion leaders

the research plan ______. does not include contact methods provides comprehensive marketing intelligence about competitors outlines sources of existing data and spells out the specific research approaches precedes the definition of research objectives does not include sampling plans

outlines sources of existing data and spells out the specific research approaches

a shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same Brande of shoes. the shoe company believes that the band portrays the image of a ______ to the band's fans subculture lifestyle reference group membership group status symbol

reference group

a ______ is a segment of the population selected for marketing research to represent the population as a whole focus group primary group immersion group secondary group sample

sample

family is one of the ______ factors that influence consumer behavior business personal psychological regional social

social