Basic Market Research Chpt 1-4 – Flashcards

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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.
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generate, share, organizational strategy
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All business and organizations share a common problem: They need _____ in order to target their audience appropriately.
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information
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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.
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marketing research
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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.
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needed, collection, analysis, interpretation
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The three major categories of firms that conduct marketing research are (1) the ______ of products, (2) _____ agencies, and (3) _____ _____ companies.
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producers, advertising, marketing research
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Some firms provide only a ____ ____, meaning they collect data and return the data-collection instruments directly to the research sponsor.
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field service
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Some firms are ____-____ firms, which collect data and analyze them for the client.
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limited-service
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Some firms are ____-____ research suppliers, which help the client in the design of the research as well as in collecting and analyzing data.
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full-service
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The ____ ____ ____, the senior position in research, is responsible for directing and overseeing the entire research program of the company.
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market research director
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The ____ ____ ____ directs and coordinates activities concerned with market research.
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market research manager
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The ____/____ ____ ____ is an expert consultant on theory and applications of statistical technique to specific research problems.
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statistician/data processing specialist
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The ____ ____ participates with superiors in initial planning of research planning of research projects and directs execution of projects assigned.
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senior analyst
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The ____ handles the bulk of the work required for execution of research projects.
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analyst
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The ____ ____ works under close supervision and handles routine assignments, such as editing and coding of questionnaires and statistical calculations.
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junior analyst
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The ____ ____ ____ hires, trains, and supervises field interviewers.
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field work director
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The ____ ____ ____ conducts personal or telephone interviews and work under direct supervision of the field work director.
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full-time interviewer
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In consumer goods companies, the typical entry-level position is ____ ____ for a specific brand.
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research analyst
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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.
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research trainee
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The basic function of market research is to gather information needed to help managers make _____ _____.
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better decisions
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The ____ ____ is the largest producer of marketing facts.
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federal government
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Almost $___ is spent on research each year for every person in the United States.
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30
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Successful market researchers are _____ rather than reactive.
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proactive
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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.
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projects, systems
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According to the textbook's analogy, a project approach to market research is like the light from a _____.
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flashbulb
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According to the textbook's analogy, a systems approach to market research is like the light from a _____.
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candle
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Definition: A set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making marketing decisions.
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marketing information system
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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.
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decision support system
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The MIS was of the _____ generation of information systems for managers.
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first
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In contrast to an MIS, a DSS includes software that allows managers to more fully utilize the available information to assist in _____ _____.
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making decisions
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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.
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standardized, custom
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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.
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decision maker
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A DSS has three primary components based on the mode of assistance the system provides: (1) ____-driven, (2) _____-driven, and (3) _____-driven.
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data, model, dialog
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The _____-driven DSS includes the processes used to capture and store data from any number of external or internal sources.
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data
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The key criterion for adding a particular piece of data to a database is whether it is _____ for making decisions.
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useful
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The _____-driven DSS includes all the computerized routines that allow the user to do the analyses that she or he wants.
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model
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Definition: Computer-based, artificial intelligence systems that attempt to model how experts in the area process information to solve the problem at hand.
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expert systems
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The element of a DSS that clearly separates it from an MIS is its ____-____ _____ _____ _____.
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dialog-driven decision support system
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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.
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dialog-driven decision support system
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Definition: The use of powerful analytic technologies to quickly and thoroughly explore mountains of data to obtain useful information.
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data mining
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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.
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CIO
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Definition: The systematic collection of employee knowledge about customers, products, and the marketplace.
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knowledge management
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An _____ ______ ______ system monitors and controls all of an organization's resource requirements to ensure that the organization has needed resources to meet anticipated demand.
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enterprise resource planning
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ERP can support marketing efforts by providing information about a marketing decision's impact on the _____ _____.
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entire organization
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______ ______ ______ attempts to gather all relevant information about a company's customers.
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customer relationship management
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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.
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change, how, cost, changes, data
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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.
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false
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Definition: A company's philosophy of how marketing research fits into its marketing plan.
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program strategy
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Definition: The design of individual marketing research studies that are to be conducted.
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project strategy
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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.
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how, what
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Definition: The sequence of steps in the design and implementation of a research study.
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research process
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The first and most important step in the marketing research process is to _____ _____ ______.
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define the problem
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Problem definition includes which two types of problems?
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decision, research
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The decision problem is written in the form of a _____ from the ______'s point of view.
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question, manager
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Definition: A document that clearly states the research problem(s) to be addressed in a research project.
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research request agreement
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What are the three types of research that can make up a research design?
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exploratory, descriptive, causal
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True/False: Exploratory research is an example of quantitative research.
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false
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True/False: Both descriptive and causal research use quantitative research methods.
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true
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Which of the three types of research designs should be used when little is known about the phenomenon to be investigated?
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exploratory
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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.
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descriptive
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The _____ design of research uses experiments to identify cause-and-effect relationships.
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causal
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True/False: Secondary research should always be collected before primary research.
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true
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The particular subset of the population chosen for the study is known as a _____.
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sample
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In designing a sample, researchers must specify (1) the sampling _____, (2) the type of sampling _____, and (3) the _____ of the sample.
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frame, plan, size
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Definition: The list of population elements from which the sample will be drawn.
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sampling frame
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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.
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probability
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The first step of data analysis is _____, where data collection forms are scanned to be sure they were complete, consistent, and followed instructions.
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editing
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The second step of data analysis is _____, which assigns numbers to each answer of the forms so they can be analyzed.
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coding
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_____-_____ allows a deeper look at the data by looking for differences or relationships across groups.
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cross-tabulation
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Definition: The document submitted to management that summarizes the research results and conclusions.
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research report
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What are the three methods/approaches of ethical reasoning we learned about in class and from the textbook?
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utility, justice, rights
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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.
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utility
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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.
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justice
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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.
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rights
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The term "_____ _____" refers to the process of trying to identify specific areas where additional information is needed about the marketing environment.
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problem definition
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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.
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true
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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 ____ ____ ____.
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meet, problem/opportunity, decision problem, research problems, select, research request agreement
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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.
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openly, information
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The two basic sources of marketing problems are ______ and ______ changes in the marketing environment.
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planned, unplanned
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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.
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false
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A well-stated decision problem takes the _____'s perspective, is as _____ as possible, and takes the form of a _____.
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manager, simple, question
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_____-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.
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discovery
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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.
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true
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_____-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.
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strategy
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True/False: The key distinction between strategy-oriented and discovery-oriented decision problems is the latter's focus on actionable results.
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false
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If possible, researchers should attempt to conduct ____-oriented research.
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strategy
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Definition: A restatement of the decision problem in research terms.
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research problem
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Research problems begin with an ____ word and describe information to be uncovered that might help solve the _____ _____.
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action, decision problem
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True/False: Discovery-oriented problems focus more on questions of "What...?" and "Why...?," while strategy-oriented problems focus more on questions of "How...?"
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true
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Usually, researchers get ideas about possible research problems from the ____ during the process of clarifying the problem.
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client
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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.
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false
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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.
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background, decision problem, research problems, used, population, subgroups, logistics
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Definition: A written statement that describes the marketing problem, the purpose of the study, and a detailed outline of the research methodology.
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research proposal
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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.
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problem definition, background, design, data, sampling, data collection forms, analysis, time schedule, appendices
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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.
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advocacy, resources, ethical
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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.
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research supplier
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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.
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request-for-proposal
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