quiz 2

Analyzing % Change in Populations

(Final Value - Initial Value) / Initial Value x 100

Return on Marketing Investment (ROI)

(The return from a marketing investment - marketing investment costs) / marketing investment costs

Quota Sample

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

Subculture

A ___________ is a group of people with shared value systems based on common life experiences and situations

Trained Moderator

Focus groups consist of a small group of people being interviewed by a ________.

Purchase Decision

The __________ is the buyer's determination about which brand to select.

Code of Standards and Ethics for Survey Research

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

Information Search

The ___________ is the stage of the buyer decision process in which the consumer is motivated to locate more information

Need Recognition

The first stage of the buyer decision process, in which the consumer notices a problem

Value Proposition

The full mix of benefits on which a brand is positioned

Product Position

__________ is defined by consumers on important attributes—the place the product occupies in consumers' minds relative to competing products.

Survey Research

__________ is gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. The most widely used method for primary data collection

Experimental Research

__________ is gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

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

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

Customer Insight

__________ is the fresh understanding of customers and the marketplace derived from marketing information that becomes the basis for creating customer value and relationships.

Culture

__________ is the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.

Competitive Marketing Intelligence

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

Ethnographic Research

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

Problem Recognition

___________ is the first step of the business buying process.

Primary

Focus groups generate ________ data in the market research process.

Qualitative

Focus groups generate ________ data that marketers can use to gain fresh insights into consumer thoughts and feelings.

Observational Research

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

Internal Database

______________ is a collection of consumer and market information obtained from data sources within the company's network

Marketing Intermediaries

Firms that help promote the company to promote, sell, and distribute its products to final buyers.

Exploratory

Focus groups are a type of ________ research.

Awareness Stage

A consumer learns of a new product but lacks information about it in the ____________ of the adoption process.

Positioning

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Financial Intermediaries

Banks, credit companies, and insurance companies that help finance transactions.

Resellers

Distribution channel firms that help the company find customers or make sales to them

Market Segmentation

Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs.

Internal Data

Electronic collections of information from data sources within the company.

Physical Distribution Firms

Help company stock and move goods from their points of origin to their destinations

Marketing Information System

Identifying and developing needed information to inform marketing and sales strategies and objectives

Simple Sample

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

Cluster Sample

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

Stratified Random Sample

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

Interest Stage

In the __________, the consumer seeks information about the new product.

Evaluation Stage

In the _____________ the consumer considers whether trying the new product makes sense

Primary Research

Information collected for the specific purpose at hand. This can be both qualitative and quantitative.

Secondary Research

Information that already exists and was collected for another purpose. Typically, a faster and less expensive option.

Marketing Service Agencies

Marketing research firms, advertising agencies, media firms, etc.

Causal Research

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

Competitive Intelligence

Publicly available information about competitor's and the marketing environment.

Marketing Research

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

Alternative Evaluation

_________ is the stage of the buyer decision process in which the consumer uses information to review different brands in the choice set.

Secondary Data

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

Samples

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

Primary Data

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

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.