question

_____ and ____ info are the lifeblood of marketing decision making

answer

accurate timely

question

the most common system for gathering marketing information is called a

answer

marketing decision support system

question

everyday info about developments in the marketing environment that managers use to prepare and adjust marketing plans

answer

marketing information

question

the interactive, flexible, computerized system managers use to obtain and manipulate information

answer

decision support system

question

DSS stands for

answer

decision support system

question

4 characteristics of a true DSS are:

answer

interactive, flexible, discovery oriented, accessible

question

______ is the fastest growing use of DSS

answer

data base marketing

question

the creation of computerized file of customer's profiles/purchase patterns

answer

data base marketing

question

data base marketing is usually the key tool for successful _________ marketing, which relies on very specific information about a market

answer

one to one

question

the process of planning, collecting, and analyzing data relevant to a marketing decision

answer

marketing research

question

- improve quality of decision making - understand why - trace problems - understand changes in market place ..are all important aspects of

answer

marketing research

question

marketing research links the customer, the consumer, and public to marketer through ____

answer

information

question

marketing research provides decision makers with data on the effectiveness of current _____ and insights for _____

answer

marketing mix change

question

what is the main data source for management info systems and DSS

answer

market research

question

findings from market research become

answer

data in DSS

question

marketing research has 3 roles:

answer

descriptive diagnostic predictive

question

the gathering and presenting of factual statements explains what role of marketing research (descriptive, diagnostic, predictive)

answer

descriptive

question

what is the historic sales trend in the industry? what are consumers attitudes toward a product and its ads? - these explain descriptive, diagnostic, or predictive market research

answer

descriptive

question

explaining data is what role of marketing research (descriptive, diagnostic, predictive)

answer

diagnostic

question

determining the impact on sales of a change in the design of the package - this explains descriptive, diagnostic, or predictive market research

answer

diagnostic

question

to address the "what if" questions is what role of marketing research (descriptive, diagnostic, predictive)

answer

predictive

question

how can the researcher use the other 2 roles to predict the results of a planned marketing decision - this explains descriptive, diagnostic, or predictive market research

answer

predictive

question

t/f: marketing research offers decision makers with many benefits

answer

true

question

a scientific approach to decision making that maximizes the chance of getting accurate and meaningful results

answer

market research approach

question

how many steps are there in the research process

answer

7

question

the marketing research process begins with recognition of a ____/_____

answer

marketing problem/opportunity

question

what stage of research process: identify and formulate problem/opportunity

answer

1

question

what stage of research process:plan research design and gather secondary data

answer

2

question

what stage of research process:specify the sampling procedures

answer

3

question

what stage of research process: collect primary data

answer

4

question

what stage of research process: analyze the data

answer

5

question

what stage of research process: prepare and present the report

answer

6

question

what stage of research process: follow up

answer

7

question

a management decision problem is translated into a

answer

marketing research problem

question

a problem where determining what info is needed and how it can be obtained efficiently/effectively

answer

marketing research problem

question

t/f: marketing research problem must be broad

answer

false

question

a broad based problem that requires research to take proper actions

answer

management decision problems

question

management decision problems are ____ _____

answer

action oriented

question

this provides insightful decision making information and requires specific pieces of info to solve the marketing research problem

answer

marketing research objective

question

specifies which research question will be answered, how and when the data will be gathered, and how the data will be analyzed

answer

research design

question

research questions are answered by what two types of data

answer

secondary and primary

question

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

answer

secondary data

question

secondary data is a valuable tool during what stage

answer

problem/opportunity identification stage

question

internal corp info government agencies trade and industry assoc business periodicals news media internet sources - are primary/secondary data

answer

secondary data

question

these are advantages of primary/secondary data? - save time/money - aid in determining direction - serve as a basis of comparison

answer

secondary

question

these are cons of primary/secondary data? - mismatch between unique problem and purpose info was gathered for - quantity of info (not detailed)

answer

secondary

question

internet helps/hurts secondary research?

answer

helps

question

a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing firms are a

answer

marketing research aggregator

question

marketing research aggregator is a _____ million $ industry and growin __% a year

answer

120 6

question

the role of aggregator firms is growing because databases of research reports are getting: - bigger/less complex - smaller/less complex - bigger/more complex - smaller/more complex

answer

getting bigger/more complex

question

what makes it easier to find/search databases

answer

web technology

question

mindbranch.com or usadata.com are examples of

answer

market research aggregators

question

aggregators slice and repackage reports for more specialized sections to clients who cannot afford to commission their own study which is in turn

answer

nurturing a new target market

question

data that is collected for first time

answer

primary data

question

this type of data is unique to particular problem at hand and often only way to solve it

answer

primary data

question

describe primary/secondary data - current and relevant - know the source - specify the methodology

answer

primary

question

describe con's of primary/secondary data - time consuming - expensive - bias due to reluctance

answer

primary

question

disadvantages of primary data are (usually offset/never offset) by advantages

answer

usually offset

question

a study used to save money by gathering data on 2 difference projects by using only 1 questionnaire

answer

piggyback study

question

there are how many ways to gather primary data

answer

6

question

what are the 6 types of ways to gather primary data

answer

survey questionnaire observation ethnographic virtual shopping experiments

question

what method of collecting primary data -researcher interacts with people to obtain facts, opinions, and attitudes (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

survey

question

what is the most popular technique for gathering primary data

answer

survey

question

there are how many forms of survey research

answer

7

question

- in home interviews - focus groups - mall intercept interviews - telephone interviews - executive interviews - mail surveys - internet surveys are all examples of what type of research

answer

survey research

question

this type of survey research provides high quality info but is expensive is rapidly disappearing (in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

in home interview

question

this type of survey research uses willing participants found in an open area but is hard to get representative sample of population wanted (in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

mall intercept interviews

question

mall intercept interviews allow marketers to _____, a technique used to clarify response

answer

probe

question

computer assisted personal interview, computer assisted self interview, and fully automated self interview are 3 types of (in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

mall intercept interviews

question

in this type of mall intercept interview, the researcher reads questions from computer and keys in respondents answers (computer assisted personal interview, computer assisted self interview, and fully automated self interview)

answer

computer assisted personal interview

question

in this type of mall intercept interview, the researcher directs person to computer who reads questions and keys in own responses (computer assisted personal interview, computer assisted self interview, and fully automated self interview)

answer

computer assisted self interview

question

in this type of mall intercept interview, the respondents independently go to the computer and key in responses (computer assisted personal interview, computer assisted self interview, and fully automated self interview)

answer

fully automated self interview

question

this type of survey research is conducted form a central/designated location, cost less than personal interviews but there is a high refusal rate (in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

telephone

question

CLT stands for

answer

central location tele facility

question

t/f: federal "do not call" law does not apply to survey research

answer

true

question

this type of survey research uses mail panels, sample of households recruited for given period, to participate(in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

mail surveys

question

this type of survey research is low cost and actual anonymity but there is a very low response rate (in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

mail surveys

question

a sample used several times in a mail survey will increase/decrease response rate

answer

increase

question

this type of survey research that involves interviewing business people at their offices about industrial products/services (in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

executive interviews

question

this type of survey research is a type of personal interview with 7-10 people (in home interview, focus groups, mall intercept, telephone, executive interviews, mail surveys)

answer

focus groups

question

focus groups represent an effective way of learning how products are actually used in the home, highlighting the ______ _____

answer

need gaps

question

all forms of survey research require this

answer

questionnaire design

question

what are the 3 types of questions used in a questionnaire

answer

open ended close ended scaled response

question

question that encourages answer phrased in respondents own words (open, closed, scaled)

answer

open

question

frame of reference (what do you think about...?) describes - (open, closed, scaled)

answer

open

question

questions where respondents make a selection from a limited list of responses (open, closed, scaled)

answer

closed

question

questions are dichotomous meaning what

answer

closed, yes/no or multiple choice

question

questions that are close ended and designed to measure intensity (agree----disagree) (open, closed, scaled)

answer

scaled

question

what two types of questions are easier to tabulate than the 3rd

answer

close ended and scaled response

question

on a scale of 1 to 10, rate the tastiness of wendys food. (rating/ranking, likert scale, semantic differential, projective technique)

answer

rating/ranking

question

wendy's food was excellent SA A Uncertain D SD (rating/ranking, likert scale, semantic differential, projective technique)

answer

likert scale

question

the food at wendys was: excellent........awful old...................fresh (rating/ranking, likert scale, semantic differential, projective technique)

answer

semantic differential

question

if a wendys hamburger could talk to a mcdonalds or a burger king hamburger, what would it say (rating/ranking, likert scale, semantic differential, projective technique)

answer

projective technique

question

4 types of questions to avoid in questionnaires

answer

leading loaded double barreled jargon

question

what method of collecting primary data uses the systematic process of recording the behavioral patterns of people, objects, and occurrences (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

observation research

question

what are the 4 types of observation situations: ___ watching ____ ___ watching an ____

answer

people watching people people watching an activity machine watching people machine watching an activity

question

researchers who pose as customers to gather observational data and collect data about customer/employee interactions are called

answer

mystery shoppers

question

combining consumer online activity with psychographics and demographics is known as

answer

behavioral targeting (BT)

question

behavioral targeting is very popular or losing popularity

answer

very popular

question

the fastest growing area of behavioral targeting is

answer

social marketing

question

critics of behavioral targeting say it is

answer

infringing on privacy

question

advocates of behavioral targeting say it is

answer

user declared info

question

direct observation of human behavior in its natural context (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

ethnographic research

question

anthropology is the study of

answer

human behavior

question

"what makes people do what they do" is a part of (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

ethnographic

question

companys hope to get a look into peoples home through the use of what to allow media to tailor better to consumers needs

answer

iphone

question

this way of collecting primary data enables researchers to stimulate retail store environments on the computer (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

virtual shopping

question

production costs are low and simulation has high degree of flexibility all while data collection is fast/error free describe (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

virtual shopping

question

virtual shopping is growing/declining rapidly

answer

growing rapidly

question

pepsico and nestle are two companies who are growing rapidly through the use of (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

virtual shopping

question

in this way of collecting primary data, the researcher alters one or more variables while observing effects on another variable (survey, questionnaire, observation, ethnographic, virtual shopping, experiments )

answer

experiments

question

when conducting experiments, usually change _______ to look at the effects on _____

answer

one of the 4 ps sales (or awareness)

question

there are two types of experiments

answer

field or lab

question

after it has been decided how to collect primary data, the next step must be to select the ____ ____

answer

sampling procedure

question

in the sampling procedure, the population of interest that must be defined is called the

answer

universe

question

a subset of the population (or universe) in the sampling procedure is called a

answer

sample

question

in the sampling procedure, does the sample need to be representative of the a population? - if yes, it is a ___ sample - if no, it is a _____ sample

answer

yes = probability sample no = nonprobability sample

question

what will be used for the sampling frame? what type of sample will be used? are types of

answer

sampling questions

question

a sample in which every element in the population has a known statistical chance of being selected

answer

probability samples

question

t/f: probably samples can be shown to be representative of the universe

answer

true

question

in probably samples, what can be used to ensure the sample represents the population

answer

scientific rules

question

random sample is a probability/nonprobability sample

answer

probability

question

stratified random sample is a probability/nonprobability sample

answer

probability

question

systematic random sample is a probability/nonprobability sample

answer

probability

question

the sampling frame in sampling questions is probability/nonprobability or random sample/convenience sample/etc

answer

probability/nonprobability

question

cluster random sample is a probability/nonprobability sample

answer

probability

question

a sample in which probability of selection is unknown is known as

answer

nonprobability sample

question

convenience sample is a probability/nonprobability sample

answer

nonprobability

question

judgement sample is a probability/nonprobability sample

answer

nonprobability

question

quota sample is a probability/nonprobability sample

answer

nonprobability

question

snowball sample is a probability/nonprobability sample

answer

nonprobability

question

the probability sample where every member has equal chance of being selected

answer

random sample

question

the probability sample where population is first divided into exclusive groups, then each group is randomly sampled

answer

stratified random

question

the probability sample where selection is based upon random starting point (every nth person selected)

answer

systematic random

question

the nonprobability sample where respondents are based upon ease

answer

convenience sample

question

probability can/cannot generalize rules

answer

can

question

because of the ______, nonprobability samples are the basis of much marketing reserach

answer

low cost

question

what internet sample uses a survey in which anyone with a computer and modem can fill out the questionnaire (unrestricted internet sample, screened internet sample, recruited internet sample)

answer

unrestricted internet sample

question

an internet sample with quotas based on desired sample characteristics (unrestricted internet sample, screened internet sample, recruited internet sample)

answer

screened internet sample

question

an internet sample in which respondents are pre recruited and must qualify to participate (unrestricted internet sample, screened internet sample, recruited internet sample)

answer

recruited internet sample

question

whenever a sample is used, 2 types of errors can occur

answer

- measurement errors - sampling errors

question

this error occurs when there is a difference between the information desired by researcher and info provided by the measurement process

answer

measurement error

question

measurement error is smaller than/equal to/larger than a sampling error

answer

larger than

question

this error occurs when a sample somehow doesn't represent the target population

answer

sampling error

question

there are 3 types of sampling errors:

answer

nonresponse error frame error random error

question

the error that occurs when the sample actually interviewed differs from drawn sample (nonresponse, frame, random)

answer

nonresponse

question

the error that arises if the sample drawn from population differs from target population (nonresponse, frame, random)

answer

frame

question

the error that occurs when a sample is an imperfect representation of overall population (nonresponse, frame, random)

answer

random

question

a firm that specializes in interviewing respondents on a subcontracted basis a provides focus group facilitators, mall intercept locations, test product storage, kitchen facilities

answer

field service firm

question

there are two statistical methods used to analyze data appropriately

answer

frequency counts cross tabulations

question

the simplest method of analyzing is frequency counts or cross tabulation

answer

frequency counts

question

the method of analyzing use tables to record responses to questions and is always done in data analysis. answers to question "what brand do you buy most"

answer

one way frequency counts

question

this method of analyzing lets analysts look at responses to one question in relation to responses to 1 or more other questions

answer

cross tabulations

question

looking at the association between gender and brand of product bought uses what method of analysis

answer

cross tabulations

question

hypothesis testing, measures of association, and regression analysis are other sophisticated methods of what

answer

data analysis

question

the key step in preparing and presenting data findings reports is that you must convince that results are _____ and justified by ______

answer

credible data collection

question

there are how many parts to a report

answer

4

question

what are the four parts of a report

answer

- research objective - explanation of research design - summary of findings - conclusion

question

the basis of measuring the quality of market research reports =

answer

research proposal

question

were recommendations implemented? did they work? are questions asked during what phase of research process

answer

follow up

question

what fraction of world population is online

answer

1/5

question

what % of US population is online

answer

71%

question

nonadapters of internet are typically ____, with ____

answer

old, low income

question

what % of american marketing research companies conduct some form of online marketing

answer

90%

question

what form of marketing is most popular for data collection and has greatest potential for further growth

answer

online marketing

question

software systems designed for web questionnaires construction and delivery...files response in database

answer

web survey systems

question

what is used to design survey online without design software

answer

survey design/web hosting sites

question

online panel providers are used for a

answer

ready sample population

question

online focus groups are relatively recent/old for qual/quan research

answer

recent, qual.

question

- better participation rate - cost effectiveness - broad geographic scope - accessibility - honesty are all benefits of what type of internet resources

answer

online focus groups

question

a selected group of people who agree to participate in ongoing dialogue and answering questions with a corporation via website is a

answer

web community

question

web communities help companies create a ____-____ organization by putting employees into direct contact with consumers

answer

customer-focused

question

text message based research can reach most demographics _____, with _____ feedback results

answer

quickly, high

question

media that consumers generate themselves and share among themselves (cgm)

answer

consumer generated media

question

blogs, message boards, review sites, podcasts are examples of

answer

consumer generated media

question

consumer generated media is trusted more/less than traditional forms of ads/promo

answer

more

question

consumer generated media is ______ but not _____ by marketers

answer

influenced controlled

question

what tells how much "buzz"exists among other things

answer

brand pulse

question

a system for gathering info from a single group of respondents by continuously monitoring the ads, promo, and pricing they are exposed to is known as

answer

scanner based research

question

the 4 variables measure through scanner based research are

answer

ad campaign coupons displays product price

question

a huge data base of marketing efforts/consumer behavior is the result of

answer

scanner based research

question

scanner based research is often linked to other research or promotions seen like (2)

answer

behavior scan info scan

question

information resources, inc. (IRI) and AC Nielson Company are 2 major suppliers for

answer

scanner based research

question

who is the founder of research for scanner based research

answer

IRI

question

the concept of legally finding out what your competitor is doing is known as

answer

competitive intelligence

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