Chapter 4

Closed-end questions

, on the other hand, provide answers that are easier to interpret and tabulate.

good marketing information

. "In today's hypercompetitive world," states a marketing expert, "the race for competitive advantage is really a race for customer and market insights." Such insights come from ______ _____________ ________________.

1. probability sample 2. Nonprobability Sample

2 Types of Samples

1. observational research 2. survey research 3. experimental research

3 research approaches

Commercial online databases

Collections of information available from online commercial sources or accessible via the Internet.

Online focus groups

Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior.

Survey research

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

Observational research

Gathering primary data by observing relevant people, actions, and situations.

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.

Customer Relationship Management (CRM)

Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty

internal data, marketing intelligence, marketing research.

Marketers can obtain the needed information from ______, _______, and _____

internal data, marketing intelligence, marketing research processes

Marketers start by assessing user information needs. Then they develop the needed information using ____________, _________, and __________. Finally they make the information available to users in the right form at the right time.

Internet

The _______ is especially well suited to quantitative research—conducting marketing surveys and collecting data

marketing information system

The _________ primarily serves the company's marketing and other managers. However, it may also provide information to external partners, such as suppliers, resellers, or marketing services agencies.

individual interviewing and group interviewing

Personal interviewing takes two forms:

Competitive marketing intelligence

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

Cultural differences

______________ from country to country cause additional problems for international researchers

Customer insights

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

handwritten letter

Not long ago, the only way a consumer could communicate with an organization was by mailing a _______ _________..

Marketing information system (MIS)

People and procedures for 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 managers

Far from lacking information, most _____ ______ are overloaded with data and often overwhelmed by it

commercial online databases

Using __________, marketing researchers can conduct their own searches of secondary data sources.

bottom-up

With the recent explosion of information technologies, companies. Moreover, consumers themselves are now generating tons of "__________" marketing information.

Marketing intelligence activities

______ supply everyday information about developments in the external marketing environment

Customer needs and buying motives

_______ ________ ____ ___________ _________ are often anything but obvious—consumers themselves usually can't tell you exactly what they need and why they buy

Marketing information

_______ by itself has little value. The value is in the customer insights gained from the information and how these insights are used to make better marketing decisions

Internet search engines

________ can be a big help in locating relevant secondary information sources. However, they can also be very frustrating and inefficient.

Secondary data.

__________ can usually be obtained more quickly and at a lower cost than primary data.

Increasing consumer resentment

__________ has become a major problem for the marketing research industry, leading to lower survey response rates in recent years.

questionnaire

by far the most common instrument, whether administered in person, by phone, by e-mail, or online

Mail questionnaires

can be used to collect large amounts of information at a low cost per respondent

1. research approaches 2. contact methods 3. sampling plan 4. research instruments

designing a plan for primary data collection calls for a number of decisions on ___? (enumerate, 4)

Individual interviewing

involves talking with people in their homes or offices, on the street, or in shopping malls.

data warehouse

is a company-wide electronic database of finely detailed customer information that needs to be sifted through for gems.

experimental research

is best suited for gathering causal information.

written proposal

is especially important when the research project is large and complex or when an outside firm carries it out.

Telephone interviewing

is one of the best methods for gathering information quickly, and it provides greater flexibility than mail questionnaires.

information users

shows that the MIS begins and ends with ________________________—marketing managers, internal and external partners, and others who need marketing information.

Implementing the Research Plan

This step involves collecting, processing, and analyzing the information

marketing information system (MIS)

A ______________ (___) consists of people and procedures for assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

Ethnographic research

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

online focus groups

A primary qualitative Web-based research approach is _____

Sample

A segment of the population selected for marketing research to represent the population as a whole.

customer and market

Although _____ ___ _____ insights are important for building customer value and relationships, these insights can be very difficult to obtain

customer insights teams

Based on such thinking, many companies are now restructuring their marketing research and information functions. They are creating "_________," headed by a vice president of customer insights and composed of representatives from all of the firm's functional areas

data warehouses, data mining

CRM analysts develop ___ and use sophisticated _____ techniques to unearth the riches hidden in customer data

customer relationship management strategy

CRM is just one part of an effective overall _________.

sampling unit, sample size, sampling procedure

Designing the sample requires three decisions. First, who is to be studied (what _______)? Second, how many people should be included (what ____)? Finally, how should the people in the sample be chosen (what _____)?

Internal databases

Electronic collections of consumer and market information obtained from data sources within the company network.

questionnaire and mechanical devices.

In collecting primary data, marketing researchers have a choice of two main research instruments:

Primary data

Information collected for the specific purpose at hand.

Secondary data

Information that already exists somewhere, having been collected for another purpose.

Descriptive research

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

Marketing research to gather preliminary information that will help define problems and suggest hypotheses.

Causal research

Marketing research to test hypotheses about cause-and-effect relationships.

Focus group interviewing

Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.

information needs

Research objectives must be translated into specific __________ _____.

wording, ordering

Researchers should also use care in the ___ and ____ of questions. They should use simple, direct, and unbiased wording.

internal database

Researchers usually start by gathering secondary data. The company's _______ _________ provides a good starting point.

information, form, time

Thus, companies must design effective marketing information systems that give managers the right ______, in the right _______, at the right _____ and help them to use this information to create customer value and stronger customer relationships.

need and want

To create value for customers and build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers _______ ____ _______.

marketing information

To gain good customer insights, marketers must effectively manage ______ _________ from a wide range of sources.

probability samples

Using _______, each population member has a known chance of being included in the sample, and researchers can calculate confidence limits for sampling error.

Customer insights groups

_________________ collect customer and market information from a wide variety of sources, ranging from traditional marketing research studies to mingling with and observing consumers to monitoring consumer online conversations about the company and its products. Then they use this information to develop important customer insights from which the company can create more value for its customers.

Secondary data

provide a good starting point for research and often help to define research problems and objectives.

Survey research

the most widely used method for primary data collection, is the approach best suited for gathering descriptive information

Online marketing research

Collecting primary data online through Internet surveys, online focus groups, Web-based experiments, or tracking consumers' online behavior.

extranets

Companies are increasingly allowing key customers and value-network members to access account, product, and other data on demand through _______

competitive advantage

Companies use such customer insights to develop ________

Simple random sample

Every member of the population has a known and equal chance of selection.

Marketing research

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

1. defining the problem and research objectives 2. developing the research plan 3. implementing the research plan 4. interpreting and reporting the findings.

The marketing research process has four steps: 1. 2. 3. 4.

Stratified random sample

The population is divided into mutually exclusive groups (such as age groups), and random samples are drawn from each group.

Cluster (area) sample

The population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.

customer insights

The real value of marketing research and marketing information lies in how it is used— in the _________ _____________ that it provides

written proposal

The research plan should be presented in a _________

Quota sample

The researcher finds and interviews a prescribed number of people in each of several categories.

relevant, accurate, current, impartial

The researcher must evaluate secondary information carefully to make certain it is _______ (fits research project needs), _______ (reliably collected and reported), _______ (up-to-date enough for current decisions), and ______ (objectively collected and reported).

Convenience sample

The researcher selects the easiest population members from which to obtain information.

Judgment sample

The researcher uses his or her judgment to select population members who are good prospects for accurate information.

Open-end questions

are especially useful in exploratory research, when the researcher is trying to find out what people think but is not measuring how many people think in a certain way

Market research

consists of collecting information relevant to a specific marketing problem faced by the company

Group interviewing

consists of inviting six to ten people to meet with a trained moderator to talk about a product, service, or organization

mechanical instruments

researchers also use ______ _____ to monitor consumer behavior.