CH 10

data warehouse

A logical collection of information - gathered from many different operational databases - that supports business analysis activities and decision-making tasks

in-depth interview

A one-on-one interview between a professional researcher and a research respondent conducted about some relevant business or social topic.

focus group interview

A research technique in which a small group of persons (usually 8 to 12) comes together for an intensive discussion about a particular topic, with the conversation guided by a trained moderator using an unstructured method of inquiry.

Which of the following best describes a focus group?

A small group of people put together for an intensive discussion

During a marketing research project, when should the procedure for the entire project be planned?

Before the project begins

information

Data converted into a meaningful and useful context

Place the stages of the marketing research process in the correct order, with the FIRST step at the TOP.

Define Objective and Needs Design the research Collecting the Data Analyzing data and developing insights Developing and implementing an action plan

Which of the following are ways a firm or retailer can benefit from observation using embedded sensors such as Microsoft's Kinect technology?

Develop smart signage that reacts to customers' movements Optimize store layouts Track customer purchasing behavior

data

Facts, figures, and other evidence gathered through observations.

Observation

Information obtained through the senses.

Which of the following are types of qualitative research methods?

Observation In-depth interviews Focus groups

Ratings of television programs by households for long-term measurement of their viewing habits is an example of ______ data.

Panel data

______ is a marketing research method in which customer comments from a variety of social media sites are analyzed, seeking to gain insights into what customers really think.

Sentiment mining

Select all of the following that are quantitative research methods.

Survey Scanner data Experiments

When researchers define the objectives and needs of their project, what are they trying to establish?

The problem that needs to be solved

Which of the following are benefits of in-depth interviews for market research? (Select all that apply.)

They provide historical context for the phenomenon of interest. They communicate people's feelings about products and services at the individual level.

big data

a broad term for datasets so large or complex that traditional data processing applications are inadequate.

Neuromarketing

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

sample

a researcher-chosen group that represent the entire market

survey

a technique for ascertaining the self-reported attitudes or behaviors of a particular group, usually by questioning a representative, random sample of the group

scanner data

a type of syndicated external secondary data used in quantitative research that is obtained from scanner readings of UPC codes at check-out counters

structured questions

closed-ended questions for which a discrete set of response alternatives, or specific answers, is provided for respondents to evaluate

primary data

data collected specifically for the research problem at hand

sentiment mining

data gathered by evaluating customer comments posted through social media sites such as Facebook and Twitter

secondary data

data previously collected for any purpose other than the one at hand

A marketing research project might involve analyzing ______ collected from grocery store scanners in order to produce ______ that can be used to better understand how well a promotion worked or how different customer segments differ in their shopping patterns.

data; information

syndicated data

external secondary data available for a fee from commercial research firms

Questionnare Data

facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors

experimental research

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

primary data

information collected for the specific purpose at hand

panel data

information collected from a group of consumers, organized into panels, over time

secondary data

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

virtual community

online networks of people who communicate about specific topics

unstructured questions

open-ended questions that allow respondents to answer in their own words

A major advantage of ______ research is that it can be tailored to fit the pertinent research questions.

primary

quantative research

research that collects and reports data primarily in numerical form

Qualitative research

research that relies on what is seen in field or naturalistic settings more than on statistical data

churn

the number of consumers who stop using a product or service, divided by the average number of consumers of that product or service

data mining

the process of analyzing data to extract information not offered by the raw data alone

Marketing Research

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

A focus group interview is a(n) ______ method of inquiry where a trained moderator leads a conversation according to a predetermined outline of the topic of interest.

unstructured