BCOR 350 Chapter 3

Which term refers to the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment?

Competitive marketing intelligence

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

Survey Research

________ is the collection of primary data through internet and mobile surveys, online focus groups, consumer tracking, experiments, and online panels and brand communities.

Online Marketing Research

Which term refers to the fresh understandings of customers and the marketplace derived from marketing information?

Customer insights

________ is the management of detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.

Customer relationship management

________ is the huge and complex data sets generated by today's sophisticated information generation, collection, storage, and analysis technologies.

Big data

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

Causal research

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

Cluster

Which of the following describes internal databases?

Electronic collections of customer and marketing information obtained from data sources within the company network

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

Experimental Research

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

Exploratory Research

The third step in the marketing research process is ________.

Implementing the research plan

How is primary data defined?

Information collected for the specific purpose at hand

Which of the following describes observational research?

Involves gathering primary data by observing relevant people, actions, and situations

________ is(are) people and processes dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

Marketing information systems

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

Marketing research

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

Observational Research

Which of the following refers to information that already exists somewhere having been collected for another purpose?

Secondary data

In a ____________, the researcher finds and interviews a prescribed number of people in each of several categories.

quota sample

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

simple random sample

Descriptive research is _____________________.

used to better describe marketing problems, situations, or markets such as the market potential for a product or the demographics and attitudes of consumers

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

Stratified random