Chapter # 4

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

The third step in the marketing research process calls for implementing the marketing research plan by​ _______

gathering processing and analyzing information

primary data

information collected for the specific purpose at hand

secondary data

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

The fourth step in the market research process is​ ________.

interpreting and repoting findings

According to the​ text, two major public policy and ethical issues in marketing research are​ ________.

intrusion on customer privacy and misuse of research findings

Code of Standards and Ethics for Survey Research

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

Samples

small, manageable number of subjects that represent the population

competitive marketing intelligence

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

Marketing Research

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

quota sample

A sample deliberately constructed to reflect several of the major characteristics of a given population

Companies apply​ ________ to dig out meaningful patterns in big data and gain customer insights and gauge marketing performance. A)secondary research B) marketing analytics C)primary research D)business analytics

B

Companies use software that​ integrate, analyze, and apply the mountains of individual customer data to gain​ ____ A)360-degree view of customers and build larger revenue streams B)360-degree view of customers and build stronger customer relationships

B

Marketers are viewing information not only as an input for making better decisions but also as​ a(n) ______________. A)important product development tool and advertising tool B) important strategic asset and marketing tool C) important marketing tool and advertising tool D) important sales tool and marketing tool

B

Marketing information has no value until it is used​ ________. A)to create sustainable revenue streams B)to make better marketing decisions C)in customer relationship management

B

The marketing information system​ (MIS) consists of​ _______, __________, and​ ___________to generate and validate actionable customer and market insights A)procedures for assessing information​ needs, developing the needed​ information, and helping decision makers use the information B)people and procedures for assessing information​ needs, developing the needed​ information, and helping decision makers use the information C)people and procedures for assessing information​ needs, developing the needed​ information, and helping salespersons use the information D)developing needed​ information, helping marketing managers use​ it, and helping decision makers use it E)people to asses information​ needs, develop the needed​ information, and help decision makers use the information

B

To​ ________ for customers and​ ________, marketers must first gain​ fresh, deep insights into what customers need and want. A) create value, build exceptional products B) create value, build meaningful relationships with them C) produce results, building meaningful relationships with them D)create value, design exceptional products E) create value, build repeat revenue streams

B

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

B

What is big data? A) data collected by a very large company B) data contained in huge and complex data sets C)data that is contained by competitors D)data that is collected globally E)data that proves to be useful to marketers

B

Customer insights come from good marketing​ information, which contribute to creating value and meaningful customer relationships. Companies use these customer insights to develop​ ________ A)financial and revenue projections B)marketing plans C)a competitive advantage D)products and services E)marketing and sales advantages

C

The marketing information system​ (MIS) first​ ________, which primarily serves the​ company's marketing and other​ managers, but it might also provide information to external partners. A)manipulates existing data B)summarizes existing data C)assesses information needs D)creates databases of the data E)creates procedures for data gathering

C

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

C

he marketing information system​ (MIS) helps users analyze and use the information to A)primarily make marketing​ decisions, manage vendor​ relationships, and manage customer relationships B)primarily develop customer​ insights, make select marketing​ decisions, and manage vendors C)develop customer​ insights, make marketing​ decisions, and manage customer relationships D)develop customer​ insights, manage sales​ strategies, and manage customer relationships

C

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 consulting team B)marketing research department C)marketing technology system D)marketing analytic system E)marketing information system

E

The second critical phase in developing a marketing information system​ (MIS) is developing information. The information is developed from​ ________, __________, and​ ____________. A)internal​ databases, marketing intelligence​ activities, and shopper research B)internal​ databases, business​ analytics, and marketing research C)internal​ databases, customer​ analytics, and marketing intelligence activities D)internal​ databases, marketing intelligence​ activities, and secondary research E)internal​ databases, marketing intelligence​ activities, and marketing research

E

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

E

To gain good customer insight, markets must effectively manage marketing information from ________ A)Primary and secondary research B)internal data, marketing intelligence, and marketing research C)product marketing research D)focus groups and surveys E)A wide range of sources

E

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

E

cluster sample

Is obtained by selecting all individuals within a randomly selected collection or group of individuals.

Casual Research

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

ethnographic research

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

stratified random sample

a sampling design in which the population is divided into several subpopulations, and random samples are then drawn from each stratum

CASRO responsibilities

confidentiality, privacy, and avoidance of harassment

To analyze individual customer​ data, many companies have now acquired or developed special software and analysis techniques called​ ________ software.

customer relations management CRM

What are the four steps of the marketing research process in their correct​ sequence?

define the problem and research objectives, develop a research plan, implement the research plan, interpret and report findings

The second step of the marketing research process is​ ________

developing a research plan

Internal databases

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

simple random sample

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

What are the three types of objectives a marketing research project might​ have?

exploratory, descriptive and casual research

The first step in the marketing research process involves defining the problem and setting the research objectives. The most comprehensive set of objectives are​ _________, ___________,​ ____________.

exploratory, descriptive, or casual research

customer insights

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

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