MKTG 4800 Chapter 4

Place the steps of the market research process in the proper order

1. Define research problem 2.establish research design 3. Search secondary sources 4. Collect the data 5.Analyze the data 6. Report the findings

_______research tries to discover the cause and effect between variables.

Causal

marketing documents and databases

Customer Inquiries

Choice CRM - sales order documents

Customer Orders

Choice financial documents and databases

Customer Payments

research seeks to describe or explain some phenomenon.

Descriptive

What type of research is geared toward discovery that can either answer the research question or identify other research variables for further study?

Exploratory

_______research is all about discovery.

Exploratory

True or False: To make good decisions, it is always best to have as much information as possible.

False

A(n) Blank______ differs from a(n) Blank______ in that it is done on a one-on-one basis rather than in a small group.

Indepth interview; focus group

What do we need to know

Information content

is a continuing process of identifying, collecting, analyzing, accumulating, and dispensing critical information to marketing decision makers.

Market Information System (MIS)

is the methodical identification, collection, analysis, and distribution of data related to discovering then solving marketing problems or opportunities and enhancing good decision making.

Market Research

is the act of collecting, analyzing, and storing data from the macro environment on a continuous basis.

Marketing Intelligence

Management Documents

Marketing Plans

What kind of data do we need?

Nature of data

data is collected specifically for the research question.

Primary

uses a specific set of procedures to identify individuals from the population to be included in the research.

Probability sampling

research is less structured and is not meant to be used for statistical analysis.

Qualitative

research is used to develop a more measured understanding of the data using statistical analysis to assess and quantify the results.

Quanitative

A subgroup of the population selected for participation in the research is called a(n)

Sample

Who should be included in the research

Sampling plan

Data that are collected for some other purpose than the problem currently being considered is called Blank______ data.

Secondary

data are collected for some other purpose than the problem currently being considered.

Secondary

Once the management research deliverable has been identified, the next step is to determine exactly what information is needed to help management reach its deliverable, this is known as Blank______.

The research problem

What kind of research needs to be done?

Type of research

What type of data when combined with demographic and psychographic information allows marketers to see differences in purchase patterns?

behavioral

data include information about when, what, and how often customers purchase products and services as well as other customer "touchpoints."

behavioral

A comprehensive record of each individual in the population of interest is called a(n)

census

Questions that are more precise and provide specific responses are called Blank

closed-ended questions

What is the first step in the market research process? Multiple choice question.

define the research problem

What are two distinct steps in defining the research problem?

define the research problem define the management research deliverable

Following problem definition, companies must establish a research________ , or a plan of action for attacking the research problem.

design

What are four possible issues solved by descriptive research?

determining how customers use the product discovering differences across demographic characteristics with respect to the use of the product assessing competitor actions in the marketplace identifying the characteristics of the target market

Which of the following is a basic type of research?

exploratory

What are the three basic types of research?

exploratory causal descriptive

A(n) ______ is a meeting of 6 to 10 people that is moderated by a professional who carefully moves the conversation through a defined agenda in an unstructured, open format.

focus group

Which of the following are online research tools?

focus groups sampling databases (cloud)

interview is an unstructured or loosely structured interview with an individual who has been chosen based on some characteristic of interest.

indepth interview

the process of collecting, analyzing, and storing data from the macro environment on a continuous basis is known as marketing

intelligence

What are three characteristics of good market research?

is impartial and objective enhances the validity of the information follows a well-defined set of activities and does not happen by accident

When people are recorded going in and out of a store through the use of turnstiles, it is an example of ______ observation.

mechanical

The observation data that come from a device used to chronicle activity is called Blank

mechanical data

How should we collect the data

nature of data collection

data are the behavioral patterns among the population of interest.

observational

The behavioral patterns among the population of interest is called Blank

observational data

Structured questionnaires that are given to a sample group of individuals representing the population of interest and are intended to solicit specific responses to explicit questions are called Blank______. Multiple choice question.

open-ended questions

The specific protocol used to identify and select individuals from the population in which each population element has a known nonzero chance of being selected is called Blank

probability sampling

In ______, researchers use a specific set of procedures to identify individuals from the population to be included in the research.

probabilty sampling

research employs small samples and is not meant to be used for statistical analysis.

qualitative

Research that is used to develop a more measured understanding of data using statistical analysis to assess and quantify the results is called ______ research.

quantitative

Identifying exactly what information management needs for a given research situation serves to define the _________ problem.

research

salesperson-generated data

salesperson information systems

Select from the following all of the internal sources of information. Multiple select question.

salesperson information systems customer orders customer inquiries customer payments marketing plans

Which of the following are online research tools?

sampling databases (cloud) focus groups

Good market research helps firms use data to

solve marketing problems discover marketing opportunities enhance good decision making

A is ___________a structured questionnaires given to a sample group of individuals representing the population of interest and is intended to solicit specific responses to explicit questions.

survey

In defining the research problem, management must determine what they are going to do with the research they collect. This is referred to as

the management research deliverable

Which of the following is an example of an issue in collecting primary data globally?

unreliable sampling procedures

What are three specific problems of international primary data collection?

unwillingness to respond unreliable sampling procedures inaccurate language translation and insufficient comprehension

Good market research enhances the _____ of the information collected.

validity

In which situations would managers be more likely to make poor decisions? Multiple select question.

when they have too much information when they have too little information