Marketing 2101 Chapter 4 (Temple University) – Flashcards
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Which the following refers to interpreted data?
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Information
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Which of the following refers to the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness?
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Market research
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Organizations can utilize a(n) ________ as an internal corporate communication network that uses Internet technology to link company departments, employees, and databases.
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intranet
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Which of the following processes involves physically deconstructing a competitor's product to determine how it's put together?
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Reverse engineering
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Which of the following is a sample composed of individuals who just happen to be available when and where the data are being collected?
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Convenience sample
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Which of the following refers to a descriptive technique involving the systematic collection of quantitative information?
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Cross-sectional design
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Which of the following exploratory market research techniques typically involves a product-oriented discussion among a small group of consumers led by a trained moderator?
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Focus group
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Which of the following types of research refers to research conducted for a single firm to provide specific information its managers need?
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Custom research
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Which of the following refers to the collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain its customers?
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Customer insights
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Which of the following is a sample in which personal judgment is used to select respondents?
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Nonprobability sample
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Which of the following refers to a process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users?
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Marketing information system (MIS)
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Which of the following is a marketing metric used to analyze Web traffic?
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Bounce rate
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_____ research is research that probes systematically into the marketing problem and bases its conclusions on a large sample of participants.
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Descriptive
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Which of the following is a type of descriptive research that involves tracking the responses of the same sample of respondents over time?
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Longitudinal design
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Marketers use _____ research techniques when they want to know if a change in one thing is responsible for a change in something else. These factors are known as independent and dependent variables.
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casual
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Which of the following is a sample in which each member of the population has some known chance of being included?
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Probability sample
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Which of the following describes a type of primary research involving a technique marketers use to generate insights for future, more rigorous studies?
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Exploratory research
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The _____ is a research method with primary data that becomes a comprehensive examination of a particular firm or organization.
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case study
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Which of the following describes a method by which marketers get information about everyday happenings in the marketing environment?
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Market intelligence system
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If a company is collecting data on a regular basis and selling the reports to multiple firms, it is conducting which of the following types of research?
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Syndicated research
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Which of the following refers to the data analysis software and interactive software that allow managers to conduct analyses and find the information they need?
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Marketing decision support system (MDSS)
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Which of the following has negatively impacted consumers the MOST when it comes to businesses wanting to conduct marketing research over the phone?
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Telemarketing
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Which of the following refers to raw, unorganized facts that need to be processed?
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Data
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Which of the following refers to an organized collection (often electronic) of data that can be searched and queried to provide information about contacts, products, customers, inventory, and more?
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Database
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_____ are text files that a website sponsor inserts into a user's hard drive when the user connects with the site.
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Cookies
