Ch 4 Marketing

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Observational research

is gathering primary data by observing relevant people, actions, and situations.

Primary data

consist of information collected for the specific purpose at hand.

Experimental research

is best suited for gathering causal information

Survey research

is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

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

marketing research to gather preliminary information that will help define problems and suggest hypotheses.

Customer insights are __________.

the fresh understandings of customers and the marketplace derived from marketing information that become the basis for creating customer value and relationships

Marketing research is __________.

the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization

Touch points

include(s) customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, market research studies—every contact between a customer and a company.

Secondary data

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

__________ refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.

A quota sample

__________ is marketing research to test hypotheses about cause-and-effect relationships.

Causal 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.

Descriptive research

__________ is marketing research to gather preliminary information that will help define problems and suggest hypotheses.

Exploratory research

Which of the following describes the Code of Standards and Ethics for Survey Research?

It outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.

Internal databases

are collections of consumer and market information obtained from data sources within the company's network

simple random

every member of the population has a known and equal chance of selection.

In a cluster sample, __________.

the population is divided into mutually exclusive groups and the researcher draws a sample of the groups to interview

The __________ outlines researcher responsibilities to respondents, including confidentiality, privacy, and avoidance of harassment.

Code of Standards and Ethics for Survey Research

Causal research

marketing research to test hypotheses about cause-and-effect relationships.

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

Secondary data

__________ is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Survey research

__________ are collections of consumer and market information obtained from data sources within the company's network

Internal databases

Competitive marketing intelligence is the __________.

systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment

Which of the following is best suited for gathering causal information?

Experimental research

Casual Research

Marketing research that tests hypotheses about cause-and-effect relationships

Which of the following describes causal research?

Marketing research that tests hypotheses about cause-and-effect relationships

__________ is gathering primary data by observing relevant people, actions, and situations.

Observational research

__________ consist of information collected for the specific purpose at hand.

Primary data

__________ include(s) customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, market research studies—every contact between a customer and a company.

Touch points

A quota sample

refers to a prescribed number of people in each of several categories who are identified and interviewed by the researcher.

Samples (in regard to research) are __________.

segments of the population selected for marketing research to represent the population as a whole

Ethnographic research involves __________.

sending observers to watch and interact with consumers in their "natural environments"

In a __________ sample, every member of the population has a known and equal chance of selection.

simple random

In a stratified random sample, __________.

the population is divided into mutually exclusive groups and random samples are drawn from each group


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