MKT UNIT 8

_____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting. Experiment Visualization Ethnographic Action-based Survey

Ethnographic

The 3 roles of marketing research

descriptive, diagnostic, predictive

marketing research problem

determining what information is needed and how that information can be obtained efficiently and effectively

mystery shoppers

researchers posing as customers who gather observational data about a store

Neuromarketing

a field of marketing that studies the body's responses to marketing stimuli

center location telephone (CLT) facility

a specially designed phone room used to conduct telephone interviewing

scanner-based research

a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n): web community. web-based ethnographic group. focus blog. webinar. online focus group.

web community.

7 Steps of the Marketing Research Process

1. Identify and formulate the problem/opportunity 2. Plan the research design and gather secondary data 3. Specify the sampling procedures 4. Collect primary data 5. Analyze the data 6. Prepare and present the report 7. Follow up

According to a report from the Center for Media Justice published at the end of 2013, Walmart has data on how many million Americans?

200-210 MILLION

Descriptive Marketing Research

The descriptive function is focused on the gathering of facts to explain the current situation of a market and/or marketing program.

_____ specifies the research questions to be answered, how and when the data will be gathered, and how the data will be analyzed. The sampling plan An autonomous director A secondary data use plan The research design The research collaborative plan

The research design

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum, what is the first question to be answered before a sampling plan is selected? Must the sample be representative of the population? What is the population or universe of interest? Who can perform the actual sampling? How large should the sample be in terms of its measurement costs? How often should the sample be redesigned?

What is the population or universe of interest?

management decision problem

a broad-based problem that uses marketing research in order for managers to take proper actions

field service firm

a firm that specializes in interviewing respondents on a subcontracted basis

behavioral targeting (BT)

a form of observation marketing research that combines a consumer's online activity with psychographic and demographic profiles compiled in databases

infoscan

a scanner-based sales-tracking service for the consumer packaged-goods industry

frame error

an error that occurs when a sample drawn from a population differs from the target population

sampling error

an error that occurs when a sample somehow does not represent the target population

random error

an error that occurs when the selected sample is an imperfect representation of the overall population

competitive intelligence (CI)

an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: differential competitive advantage. an audit. competitive research. industrial espionage. competitive intelligence.

competitive intelligence.

To help understand why attendance at the team's games was so poor, the Atlanta Falcons used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in its _____ role. predictive objective historical normative descriptive

descriptive

The first step in the marketing research process is to: collect the data. analyze the marketplace. plan the research design. specify the sampling plan. identify and formulate the problem/opportunity to be studied.

identify and formulate the problem/opportunity to be studied.

Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if a social media advertising and engagement campaign they were considering that would be targeted to the younger market would be successful. In its second use of research, BSO employed _____ marketing research. predictive historical objective descriptive normative

predictive

Post Properties is a company that manages apartments in various communities. It is concerned with a glut of apartments in Atlanta, Orlando, and Dallas. Its market researcher begins by examining the rental markets in the Southeast, the history of apartment buildings, local economies, competitive rents, and ownership—all information that was on hand and did not require any new research to locate. The market researcher looked at: primary data. a statistical analysis. secondary data. a closed study. priority databases.

secondary data.

research design

specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. heuristic oriented survey research observation research single-source research experiments

survey research

big data

the exponential growth in the volume, variety, and velocity of information and the development of complex, new tools to analyze and create meaning from such data

marketing research

the process of planning, collecting, and analyzing data relevant to a marketing decision

marketing research objective

the specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information