Marketing Chapter 4 Definitions – Flashcards
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5 Marketing Research-
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5 The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
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6 Exploratory Research
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6 Market research to gather preliminary information that will hep define problems and suggest hypotheses.
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7 Descriptive Research-
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7 Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.
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8 Causal Research-
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8 Marketing research to test hypotheses about cause-and-effect relationships.
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9 Secondary Data-
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9 Information that already exists somewhere, having been collected for another purpose.
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10 Primary Data-
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10 Information collected for the specific purpose at hand.
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11 Commercial Online Databases-
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11 Computerized collections of information available from online commercial sources or via the Internet.
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12 Observational Research
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12 Gathering primary data by observing relevant people, actions, and situations.
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13 Ethnograph Research
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13 A form of observational research that involves sending trained observers to watch and interact with consumers in their natural habitat.
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14 Survey Research
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14 Gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
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15 Experimental Research-
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15 Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
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16 Focus Group Interviewing-
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16 Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.
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17 Online Marketing Research-
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17 Collecting primary data online through Internet surveys, online focus groups, Web-based experiments, or tracking consumers' online behavior.
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18 Online Focus Groups
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18 Gathering a small group of people online with a trained moderator the chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior.
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19 Sample
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19 A segment of the population selected for marketing research to represent the population as a whole.
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20 Customer relationship management (CRM)
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20 Managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty.
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21 Despite the data glut that marketing managers receive, they frequently complain that they lack ________.
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21 enough information of the right kind
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22 Which of the following statements is NOT true regarding information collected for marketers?
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22 Managers have enough of the right information.
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23 A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.
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23 develop the needed information
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24 A good MIS balances the information users would ________ against what they really ________ and what is ________.
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24 like to have; need; feasible to offer
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25 Marketers must weigh carefully the costs of additional information against the ________ resulting from it.
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25 benefits
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26 Four common sources of internal data include the accounting department, operations, the sales force, and the ________.
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26 marketing department
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27 Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?
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27 internal
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28 ) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
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28 Marketing intelligence
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29 Which of the following statements regarding marketing intelligence is true?
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29 ) Marketing intelligence relies upon publicly available information.
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30 Which of the following is NOT considered a source of marketing intelligence?
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30 causal research
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31 Which of the following is NOT a potential source for marketing intelligence?
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31 collecting primary data
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32 Through which of these sources of information is a competitor LEAST likely to reveal intelligence information?
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32 internal marketing conferences
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33 To combat marketing intelligence efforts by competitors, Unilever Corporation is now providing ________ to employees.
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33 competitive intelligence training
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34 Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence?
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34 the U.S. Security and Exchange Commission's database
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35 ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
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35 Marketing research
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36 What is the first step in the marketing research process?
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36 ) defining the problem and research objectives
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37 Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
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37 developing the research plan
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38 Causal research is used to ________.
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38 test hypotheses about cause-and-effect relationships
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39 Managers often start with ________ research and later follow with ________ research.
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39 exploratory; causal
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40 Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.
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40 defining the problem and research objectives
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41 The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
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41 exploratory
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42 In the second step of the marketing research process, research objectives should be translated into specific ________.
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42 information needs
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43 Secondary data consists of information ________.
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43 that already exists but was collected for a different purpose
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44 Information collected from online databases is an example of ________ data.
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44 secondary
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45 Which form of data below can usually be obtained more quickly and at a lower cost than the others?
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45 secondary
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46 Secondary data are ________.
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46 not always very usable
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47 Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them?
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47 It is generally more expensive to obtain than primary data.
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48 For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
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48 accurate
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49 Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?
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49 observational
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50 Ethnographic research ________.
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50 ) is gathered where people live and work
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51 Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information.
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51 descriptive
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52 Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the major advantage is its ________.
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52 flexibility
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53 Survey research is least likely to be conducted through which of the following?
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53 observation
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54 Experimental research is best suited for gathering ________ information.
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54 causal
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55 Observational research is best suited for gathering ________ information.
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55 exploratory
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56 Which of the following is true of ethnographic research?
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56 It provides greater insight into customer behavior than interviews do.
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57 ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one?
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57 has an average response rate
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58 Which of the following contact methods has the poorest response rate?
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58 mail
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59 Which of the following has the highest rating for speed of data collection and compilation?
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59 Internet surveys
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60 Which of the following is NOT a disadvantage of telephone interviews?
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60 Interviewers can explain some questions and probe more deeply on others.
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61 Which of the following contact methods is generally the LEAST flexible?
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61 mail
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62 Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements?
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62 individual interviewing
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63 A consumer is most likely to be paid a small fee for participating in which of the following?
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63 a focus group interview
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64 Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________.
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64 generalize from the results
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65 Which of the following is a disadvantage of online focus groups?
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65 The Internet format can restrict respondents' expressiveness.
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66 Which of the following is NOT an advantage of Web-based research?
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66 control over who respondents are
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67 Del Monte has created an ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products.
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67 online social network
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68 Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
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68 sample
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69 You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three?
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69 How should participants be chosen (sampling procedure)?
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70 What is a major drawback of probability sampling?
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70 It can be time consuming.
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71 What are the two main types of research instruments used to collect primary data?
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71 questionnaires and mechanical devices
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72 The most common research instrument used is the ________.
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72 questionnaire
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73 ) In marketing research, the ________ phase is generally the most expensive and most subject to error.
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73 data collection
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74 AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase?
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74 interpreting and reporting the findings
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75 Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?
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75 customer relationship management
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76 Which of the following is true about customer relationship management (CRM)?
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76 ) Its aim is to maximize customer loyalty.
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77 What is the purpose of a data warehouse?
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77 to gather and integrate information a company already has
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78 In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.
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78 data mining
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79 What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
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79 an intranet
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80 Marketing information is only valuable when it is used to ________.
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80 ) make better marketing decisions
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81 When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.
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81 informal surveys
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82 Small organizations can obtain, with minimal effort, most of which type of data available to large businesses?
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82 secondary
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83 You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research?
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83 online surveys
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84 The availability of which of the following is most problematic in international marketing research?
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84 secondary data
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85 Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________.
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85 samples
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