question

Companies that follow a market orientation have 3 key characteristics: (1) Employees at all levels of the organization _____ market intelligence pertaining to customer needs; (2) They _____ that intelligence across all departments; (3) They develop _____ ______ based on this intelligence.

answer

generate, share, organizational strategy

question

All business and organizations share a common problem: They need _____ in order to target their audience appropriately.

answer

information

question

Definition: The function that links the consumer to the marketer through information--information used to identify and define marketing problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

answer

marketing research

question

The three phases of marketing research are (1) the specification of what information is _____, (2) the _____ and _____ of the information, and (3) the _____ of the information with respect to the study's objectives.

answer

needed, collection, analysis, interpretation

question

The three major categories of firms that conduct marketing research are (1) the ______ of products, (2) _____ agencies, and (3) _____ _____ companies.

answer

producers, advertising, marketing research

question

Some firms provide only a ____ ____, meaning they collect data and return the data-collection instruments directly to the research sponsor.

answer

field service

question

Some firms are ____-____ firms, which collect data and analyze them for the client.

answer

limited-service

question

Some firms are ____-____ research suppliers, which help the client in the design of the research as well as in collecting and analyzing data.

answer

full-service

question

The ____ ____ ____, the senior position in research, is responsible for directing and overseeing the entire research program of the company.

answer

market research director

question

The ____ ____ ____ directs and coordinates activities concerned with market research.

answer

market research manager

question

The ____/____ ____ ____ is an expert consultant on theory and applications of statistical technique to specific research problems.

answer

statistician/data processing specialist

question

The ____ ____ participates with superiors in initial planning of research planning of research projects and directs execution of projects assigned.

answer

senior analyst

question

The ____ handles the bulk of the work required for execution of research projects.

answer

analyst

question

The ____ ____ works under close supervision and handles routine assignments, such as editing and coding of questionnaires and statistical calculations.

answer

junior analyst

question

The ____ ____ ____ hires, trains, and supervises field interviewers.

answer

field work director

question

The ____ ____ ____ conducts personal or telephone interviews and work under direct supervision of the field work director.

answer

full-time interviewer

question

In consumer goods companies, the typical entry-level position is ____ ____ for a specific brand.

answer

research analyst

question

At marketing research companies, the typical entry-level position is _____ _____, a position in which the person will be exposed to the types of studies in which the supplier specializes and to the procedures required for completing them.

answer

research trainee

question

The basic function of market research is to gather information needed to help managers make _____ _____.

answer

better decisions

question

The ____ ____ is the largest producer of marketing facts.

answer

federal government

question

Almost $___ is spent on research each year for every person in the United States.

answer

30

question

Successful market researchers are _____ rather than reactive.

answer

proactive

question

There are two ways marketing research can gather intelligence: (1) By conducting ____ to address specific problems or (2) By putting _____ in place that provide intelligence on an ongoing bases.

answer

projects, systems

question

According to the textbook's analogy, a project approach to market research is like the light from a _____.

answer

flashbulb

question

According to the textbook's analogy, a systems approach to market research is like the light from a _____.

answer

candle

question

Definition: A set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making marketing decisions.

answer

marketing information system

question

Definition: A coordinated collection of data, systems, tools, and techniques with supporting software and hardware, by which an organization gathers and interprets relevant information from business and the environment and turns it into a basis for marketing decisions.

answer

decision support system

question

The MIS was of the _____ generation of information systems for managers.

answer

first

question

In contrast to an MIS, a DSS includes software that allows managers to more fully utilize the available information to assist in _____ _____.

answer

making decisions

question

Good information systems have two key outputs: (1) the _____, up-to-the-minute reports needed for day-to-day operations, and (2) _____ reports that can be easily produced by managers when needed.

answer

standardized, custom

question

In order to create an information system that helps make decisions, system designers first analyze each ______ ______ who will use the system before designing the actual system.

answer

decision maker

question

A DSS has three primary components based on the mode of assistance the system provides: (1) ____-driven, (2) _____-driven, and (3) _____-driven.

answer

data, model, dialog

question

The _____-driven DSS includes the processes used to capture and store data from any number of external or internal sources.

answer

data

question

The key criterion for adding a particular piece of data to a database is whether it is _____ for making decisions.

answer

useful

question

The _____-driven DSS includes all the computerized routines that allow the user to do the analyses that she or he wants.

answer

model

question

Definition: Computer-based, artificial intelligence systems that attempt to model how experts in the area process information to solve the problem at hand.

answer

expert systems

question

The element of a DSS that clearly separates it from an MIS is its ____-____ _____ _____ _____.

answer

dialog-driven decision support system

question

Definition: The part of a DSS that permits users to explore the databases by employing the system models to produce reports that satisfy their particular information needs. It is the user interface of the DSS.

answer

dialog-driven decision support system

question

Definition: The use of powerful analytic technologies to quickly and thoroughly explore mountains of data to obtain useful information.

answer

data mining

question

The _____ serves as the liaison between the firm's top management and its information systems department. He/she is responsible for controlling the use of the firm's information resources.

answer

CIO

question

Definition: The systematic collection of employee knowledge about customers, products, and the marketplace.

answer

knowledge management

question

An _____ ______ ______ system monitors and controls all of an organization's resource requirements to ensure that the organization has needed resources to meet anticipated demand.

answer

enterprise resource planning

question

ERP can support marketing efforts by providing information about a marketing decision's impact on the _____ _____.

answer

entire organization

question

______ ______ ______ attempts to gather all relevant information about a company's customers.

answer

customer relationship management

question

Some limitations of the systems approach to market research are that (a) people tend to resist _____, (b) some decision makers don't want to reveal _____ they make decisions, (c) the systems _____ time and money, (d) the external environment _____ quickly, and (e) managers are limited to the _____ available in the system.

answer

change, how, cost, changes, data

question

True/False: DSSs have eliminated traditional marketing research projects for gathering marketing intelligence because they contain comprehensive data for virtually any decision that needs to be made.

answer

false

question

Definition: A company's philosophy of how marketing research fits into its marketing plan.

answer

program strategy

question

Definition: The design of individual marketing research studies that are to be conducted.

answer

project strategy

question

The difference between a program and a project strategy is that the project strategy deals with ____ a specific study should be conducted, and a program strategy address the question of ____ studies the firm should conduct.

answer

how, what

question

Definition: The sequence of steps in the design and implementation of a research study.

answer

research process

question

The first and most important step in the marketing research process is to _____ _____ ______.

answer

define the problem

question

Problem definition includes which two types of problems?

answer

decision, research

question

The decision problem is written in the form of a _____ from the ______'s point of view.

answer

question, manager

question

Definition: A document that clearly states the research problem(s) to be addressed in a research project.

answer

research request agreement

question

What are the three types of research that can make up a research design?

answer

exploratory, descriptive, causal

question

True/False: Exploratory research is an example of quantitative research.

answer

false

question

True/False: Both descriptive and causal research use quantitative research methods.

answer

true

question

Which of the three types of research designs should be used when little is known about the phenomenon to be investigated?

answer

exploratory

question

The _____ design of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related to each other.

answer

descriptive

question

The _____ design of research uses experiments to identify cause-and-effect relationships.

answer

causal

question

True/False: Secondary research should always be collected before primary research.

answer

true

question

The particular subset of the population chosen for the study is known as a _____.

answer

sample

question

In designing a sample, researchers must specify (1) the sampling _____, (2) the type of sampling _____, and (3) the _____ of the sample.

answer

frame, plan, size

question

Definition: The list of population elements from which the sample will be drawn.

answer

sampling frame

question

In a _____ sample, each member of the population has a known, nonzero chance of being selected, which allows as to determine, at a certain margin of sampling error, what would have been true for the whole population if we had information from or about all elements.

answer

probability

question

The first step of data analysis is _____, where data collection forms are scanned to be sure they were complete, consistent, and followed instructions.

answer

editing

question

The second step of data analysis is _____, which assigns numbers to each answer of the forms so they can be analyzed.

answer

coding

question

_____-_____ allows a deeper look at the data by looking for differences or relationships across groups.

answer

cross-tabulation

question

Definition: The document submitted to management that summarizes the research results and conclusions.

answer

research report

question

What are the three methods/approaches of ethical reasoning we learned about in class and from the textbook?

answer

utility, justice, rights

question

You believe it is ok for the government to invade privacy by reading personal emails because ultimately, this practice could save the world from massive terrorist attacks. You are following the _____ approach of ethical reasoning.

answer

utility

question

You believe it is ok for Facebook to track the pages you "like" and posts you comment on because they will benefit by making a profit selling personalized ad spots, and you will benefit by receiving personalized recommendations for new products that you need. You are following the _____ approach of ethical reasoning.

answer

justice

question

You believe that you should be able to choose against donating your organs after your death, even if the donation could cure someone else's illness. You are following the _____ approach of ethical reasoning.

answer

rights

question

The term "_____ _____" refers to the process of trying to identify specific areas where additional information is needed about the marketing environment.

answer

problem definition

question

True/False: Instead of distinguishing between problems and opportunities, it is better to think of both of them as two sides of the same coin.

answer

true

question

The six key steps in problem formulation are: (1) _____ with the client, (2) Clarify the _____/_____, (3) State the manager's ______ ______, (4) Develop full range of possible _____ _____, (5) _____ research problems to address, (6) Prepare and submit ____ ____ ____.

answer

meet, problem/opportunity, decision problem, research problems, select, research request agreement

question

Meeting with the client is important because (a) it is essential that managers and researchers communicate _____ with one another, and (b) the research must get as much ____ as possible.

answer

openly, information

question

The two basic sources of marketing problems are ______ and ______ changes in the marketing environment.

answer

planned, unplanned

question

True/False: When managers presume a cause for their main decision problem, it is best to accept that answer as true unless proven wrong later.

answer

false

question

A well-stated decision problem takes the _____'s perspective, is as _____ as possible, and takes the form of a _____.

answer

manager, simple, question

question

_____-oriented problems are common with unplanned changes in the marketing environment. Managers need basic information about what is going on and why it is going on.

answer

discovery

question

True/False: Discovery-oriented research rarely solves a problem in the sense of providing actionable results, and simply provides insights necessary for managers to make better decisions.

answer

true

question

_____-oriented problems aim directly at making decisions, and are commonly used with planned change with an emphasis on how the planned change should be implemented.

answer

strategy

question

True/False: The key distinction between strategy-oriented and discovery-oriented decision problems is the latter's focus on actionable results.

answer

false

question

If possible, researchers should attempt to conduct ____-oriented research.

answer

strategy

question

Definition: A restatement of the decision problem in research terms.

answer

research problem

question

Research problems begin with an ____ word and describe information to be uncovered that might help solve the _____ _____.

answer

action, decision problem

question

True/False: Discovery-oriented problems focus more on questions of "What...?" and "Why...?," while strategy-oriented problems focus more on questions of "How...?"

answer

true

question

Usually, researchers get ideas about possible research problems from the ____ during the process of clarifying the problem.

answer

client

question

True/False: Usually, managers will be willing to fund the research of all possible research questions in an effort to obtain as much information as possible.

answer

false

question

The six items of a research request agreement include (1) the _____ of the decision problem, (2) the ____ ____, (3) the _____ _____, (4) the way each piece of information will be _____, (5) the _____ and _____ from whom the information must be gathered, and (6) the _____ regarding time and money estimates.

answer

background, decision problem, research problems, used, population, subgroups, logistics

question

Definition: A written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology.

answer

research proposal

question

The research proposal should include these sections: (a) a summary of the _____ _____ and ______ from the research request agreement; (b) the research ______ and ______ sources; (c ) the ______ plan, (d) the actual _____ _____ _____ to be used in gathering data; (e) ______ of the forms; (f) a ____ ____ for the plan; and (g) _____ of other helpful information or visuals.

answer

problem definition, background, design, data, sampling, data collection forms, analysis, time schedule, appendices

question

Research should be avoided when it is done as "______" research, when there are not enough ______ to complete the research accurately, or when there are _____ concerns.

answer

advocacy, resources, ethical

question

Sometimes, using a ____ ____ can be helpful if the research work load of a company varies over the course of the year, if needed skills for various projects differ, or if there is a desire for increased objectivity in market research.

answer

research supplier

question

Definition: A document that describes, as specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform the job.

answer

request-for-proposal

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