ch. 8 MKTG – Flashcards
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Marketing researchers use tracking studies immediately before an upcoming film's release to
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forecast
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The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as _____.
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marketing research
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a conscious choice from among two or more alternatives
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decision
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The first step of the marketing research approach is to
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define the problem
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the second step of the marketing research approach is to ____.
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develop the research plan
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The third step of the marketing research approach is to
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collect data
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The fourth step of the marketing research approach is to
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analyze the data
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The fifth step of the marketing research approach is to
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take marketing actions
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Setting research objectives and identifying possible marketing actions would take place during which stage of the five-step marketing research approach
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define the problem
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Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would take place during which stage of the five-step marketing research approach
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develop the research plan
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Obtaining primary and secondary data would take place during which stage of the five-step marketing research approach?
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collect data
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Analyzing data and presenting the results of this analysis would take place during which stage of the five- step marketing research approach?
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analyze the data
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Making recommendations, implementing those recommendations, and evaluating the results would take place during which stage of the five-step marketing research approach?
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take marketing actions
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research objectives are
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specific and measurable
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During the marketing research process, ______ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.
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research objectives
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three main types of marketing research
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exploratory, causal, and descriptive
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Research that provides ideas about a relatively vague problem is referred to as
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exploratory research
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Research that involves trying to find the frequency that something occurs or the extent of a relationship between two factors is referred to as
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descriptive research
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A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?
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descriptive
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Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as
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causal research
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a test market is an example of which type of marketing research
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causal
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Criteria or standards used in evaluating proposed solutions to a problem are referred to as
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measures of success
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In a decision, the restrictions placed on potential solutions to a problem are referred to as
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constraints
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What are the two most common constraints in marketing problem solving?
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limitations on the time and money available
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two key elements in deciding how to collect marketing data are ____ and ____
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concepts; methods
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In the world of marketing, _____ are ideas about products or services.
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concepts
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The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as
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methods
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The process of selecting representative elements from a population is referred to as
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sampling
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the facts and figures related to the problem are referred to as
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data
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the two main types of data are
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primary and secondary
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the facts and figures that have already been recorded before the project at hand
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secondary data
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the facts and figures that are newly collected for the project
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primary data
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Observing people and asking them questions are the two principal ways to obtain
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primary data
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Two important advantages of secondary data are that it is ___ and ____
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inexpensive; saves time
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A eral rule of thumb among marketing researchers is to use ___ first and then collect ____.
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secondary data; primary data
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Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as _____ data.
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observational
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The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as
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questionnaire data
