Ch.4

Primary data

__________ are information collected for the specific purpose at hand.

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.

Ethnographic research

__________ is a form of observational research that involves sending trained observers to watch and interact with consumers in their "natural environments."

Secondary data

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

Customer Insights

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

Survey research

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

Marketing research

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

internal database

A(n) __________ refers to electronic collections of customer and marketing information obtained from data sources within the company network.

marketing information system

A(n) __________ is 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.

intrusions on consumer privacy and the misuse of research findings

According to the​ text, two major public policy and ethical issues in marketing research are​ ________. A. paying research respondents and intrusions on consumer privacy B. deceptive advertising and illegal pricing C. misuse of research findings and improper sampling procedures D. intrusions on consumer privacy and the misuse of research findings E. intrusions on consumer privacy and inaccurate data analysis

simple random

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

stratified random

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

cluster

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

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

Question Help What are the four steps of the marketing research process in their correct​ sequence? A. Set the research​ budget, collect the​ data, analyze the​ data, determine how to use the findings B. Collect the​ data, analyze the​ data, develop the research​ plan, interpret and report the findings C. Develop the research​ plan, define the problem and research​ objectives, implement the research​ plan, interpret and report the findings D. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings E. Develop the research​ plan, set the research​ budget, collect the​ data, interpret and report the findings

Code of Standards and Ethics for Survey Research

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

marketing information system

The people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights comprise a​ ________. A. marketing analytic system B. marketing research department C. marketing technology system D. marketing consulting team E. marketing information system

provide useful customer insights

To deliver real value to​ marketers, marketing information must​ _________. A. provide useful customer insights B. have a positive impact on profits C. be collected inexpensively D. come from big data sources E. include information on competitors

Internal​ data, marketing​ intelligence, and marketing research

What are the three general sources from which marketers can obtain​ information? A. Marketing​ research, surveys, and scanners B. Internal​ data, marketing​ intelligence, and marketing research C. Internal​ data, big​ data, and global data D. ​Competitors, the​ Internet, and the media E. Sales​ records, the​ Internet, and internal databases

Exploratory​ research, descriptive​ research, and causal research

What are the three types of objectives a marketing research project might​ have? A. Exploratory​ research, secondary​ research, and primary research B. Exploratory​ research, descriptive​ research, and causal research C. Exploratory​ research, descriptive​ research, and survey research D. Demographic​ research, exploratory​ research, and attitudinal research E. Descriptive​ research, survey​ research, and causal research

Marketing analytics

What do marketers use to analyze big​ data? A. Marketing research B. Marketing metrics C. Marketing analytics D. Marketing software E. Customer relationship management

Data contained in huge and complex data sets

What is big​ data? A. Data collected by very large companies B. Data that proves to be useful to marketers C. Data that is obtained from competitors D. Data that is collected globally E. Data contained in huge and complex data sets

To capture and use customer data

Why do companies use customer relationship​ management? A. To maximize sales and revenue B. To get to know their customers personally C. To capture and use customer data D. To find new customers E. To avoid using big data

simple random sample

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

Observational research

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

Translating questionnaires from one language to another is not an easy task

Which of the following is true regarding international marketing​ research? A. Translating questionnaires from one language to another is not an easy task. B. Most countries have ample sources of secondary data available for marketing researchers. C. Consumers in different countries are very alike in their attitudes toward marketing research. D. The use of international marketing research has decreased in recent years. E. Primary data cannot be collected when conducting international marketing research

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

Causal research

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

Quota sample

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

Competitive marketing intelligence

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