Chapter 9: The Role of Marketing Research

question

Marketing Research
answer

is the process if systematically planning collecting and analyzing data relevant to s marketing decision
question

Systemics =
answer

planned, objective, and accurate
question

Marketing Research Process Step 1
answer

Identify and formulate the problem/ opportunity.
question

Marketing Research Process Step 2
answer

Plan Design/ Primary Data
question

Marketing Research Process Step 3
answer

Specify Sampling Procesdure
question

Marketing Research Process Step 4
answer

Collect Data
question

Marketing Research Process Step 5
answer

Analyze Data
question

Marketing Research Process Step 6
answer

Prepare and Present the Report
question

Marketing Research Process Step 7
answer

Follow Up
question

Descriptive
answer

Gathering and presenting factual statements
question

Diagnostic
answer

Explains data
question

Predictive
answer

Addressing “what if question”
question

Primary Data
answer

Information collected right now for the specific purpose at hand. Can be used for solving the particular problem under investigation.
question

Primary Data Characteristics
answer

1. up to date sources and quality of data is known 2. time consuming and possibly expensive to collect (do a cost benefit analysis to decide if its worth it) 3. Source and quality of data is known
question

Secondary Data
answer

data that already exists because it was collected for some other purpose or at some other time. Includes public data, syndicated data (data you can buy)
question

Secondary Data Characteristics
answer

(+) Fast & Usually cheaper than primary data so, it is usually used 1st in research process (-) May not fit very well with your needs or may be out of date Can be external or internal (company records, past studies). Syndicated data or public data.
question

Probability Samples
answer

A sample in which every element in the population has a known statistical likelihood of being selected. Includes simple random sample – every member in the population has an equal chance of being selected.
question

Nonprobability Samples
answer

do not rely on randomness, so the sample may be nonrepresentative of the population. Rely on judgment or some other selection criteria, rather than randomness.
question

Example of Probability Samples
answer

Simple Random Sample Stratifies Sample Cluster Sample Systematic Sample
question

Example of NonProbability Samples
answer

Convenience Sample Judgement Sample Quota Sample Snowball Sample
question

Universe
answer

the population from which a sample will be drawn
question

Random Sample
answer

a sample arranged in such a way that every element of the population has an equal chance of being selected as a part of the sample
question

Convenience Sample
answer

a form of non probability sample using respondents who are convenient or readily accessible to the researcher– for example friends, co workers, family
question

Measurement Error
answer

An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
question

Sampling Error
answer

An error that occurs when a sample somehow does not represent the target population
question

Frame Error
answer

An error that occurs when a sample drawn from the population differs from the target population
question

Random Error
answer

An error that occurs when the selected sample is an imperfect representation of the overall population
question

Field Service Firm
answer

a firm that specializes in interviewing respondents on a subcontracted basis
question

Cross-tabulation
answer

a method of analyzing data that lets the analyst look at the response to one question in relation to one or more other questions
question

One type of sampling error is _____, which is created when the sample actually interviewed differs from the sample drawn.
answer

nonresponse error
question

What is the last step of the marketing research process?
answer

Follow up
question

A _____ error occurs because the selected sample is an imperfect representation of the overall population.
answer

random
question

_____ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management.
answer

Marketing research
question

When people are hired to record traffic patterns in a shopping mall, they are engaging in _____ research.
answer

observation
question

In contrast to marketing research problems, management decision problems are:
answer

action oriented.
question

The research design specifies:
answer

the research questions to be answered
question

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.
answer

focus group
question

A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of:
answer

focus groups
question

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. AMN is most likely an example of a:
answer

field service firm

Get instant access to
all materials

Become a Member