Marketing Chapter 4

Ethnography is an approach to

research based on observations of people in their own homes or communities.

What of the following describes data?

A collection of raw, unorganized facts that needs to be processed

Which of the following best describes a marketing information system (MIS)?

A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information

Which of the following describes a probability sample?

A sample in which each member of the population has some known chance of being included

Which of the following best defines causal research?

A technique that attempts to understand cause-and-effect relationships

Which step of the market research process involves translating questionnaires and responses?

Collecting the data

Which of the following is a method by which marketers get information about everyday happenings in the marketing environment?

Market intelligence system

Which of the following is an example of primary research?

Customer interviews

Identify the first step in the market research process.

Defining the research problem

Which step of the market research process involves specifying the research objectives and identifying the consumer population of interest?

Defining the research problem

In the market research process, which of the following steps occurs immediately after choosing the method to collect primary data?

Designing the sample

Which of the following is an advantage of collecting data via an online questionnaire?

No geographic restrictions

Which of the following is a sample in which each member of the population has some known chance of being included?

Probability sample

Which of the following is an example of secondary research?

Published research

Which of the following is the process of physically deconstructing a competitor's product to determine how it's put together?

Reverse engineering

What are customer insights?

The collection, deployment, and interpretation of information that allow a business to acquire, develop, and retain its customers

What is validity?

The extent to which research actually measures what it was intended to measure

What is market research?

The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness

Defining the research problem is the step of the market research process that involves

specifying the research objectives and identifying the consumer population of interest

A case study is

a comprehensive examination of a particular firm or organization.

Descriptive research

a tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.

An intranet is

an internal communication network that uses Internet technology to link company departments, employees, and databases.

What is the name for a technique that attempts to understand cause-and-effect relationships?

casual research

In the market research process, designing the sample is the step that occurs immediately before the step of

collecting the data

A collection of raw, unorganized facts that needs to be processed is

data

The technique that marketers use to generate insights for future, more rigorous studies is

exploratory research

An advantage of collecting data via an online questionnaire is

instantaneous data collection and analysis

Cross-sectional design is a type of descriptive technique that

involves the systematic collection of quantitative information

Descriptive research

is a tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.

Syndicated research

is general information that specialized firms collect on a regular basis and then sell to other firms.

market research

is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.

Preparing the research report is the __________ step in the market research process.

last

An example of primary research is

projective techniques

A marketing decision support system (MDSS) is

the data, analysis software, and interactive software that allow managers to conduct analyses and find the information they need.

Collecting the data is the step of the market research process that involves

translating questionnaires and responses