marketing DSM chapter 4 – Flashcards
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Defining the research problem is the __________ step in the market research process.
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First
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An example of secondary research is __________.
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Customer feedback
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Which of the following is 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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Defining the research problem is the step of the market research process that involves __________.
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Specifying the research objectives and identifying the consumer population of interest
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Which of the following is an example of primary research?
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Customer interviews
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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 descriptive research?
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A tool that probes more systematically into the problem and bases its conclusions on the large number of observations
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Which of the following describes a process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information?
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Marketing information system (MIS)
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In the market research process, which of the following steps occurs immediately after choosing the method to collect primary data?
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Designing the sample
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Which of the following is an advantage of collecting data via an online questionnaire?
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instantaneous data collection and analysis
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Which step of the market research process involves translating questionnaires and responses?
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collecting the data
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Identify the last step in the market research process.
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preparing the research report
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Which of the following best defines causal research?
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A technique that attempts to understand cause-and-effect relationships
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The collection, deployment, and interpretation of information that allow a business to acquire, develop, and retain its customers is known as __________.
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Customer insights
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The technique that marketers use to generate insights for future, more rigorous studies is __________.
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exploratory research
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A collection of raw, unorganized facts that needs to be processed is __________.
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data
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What is syndicated research?
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General information that specialized firms collect on a regular basis and then sell to other firms
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Which of the following best describes a marketing information system (MIS)?
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a process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information
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What is a market intelligence system?
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A method by which marketers get information about everyday happenings in the marketing environment
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In the market research process, designing the sample is the step that occurs immediately before the step of __________.
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Analyzing and interpreting the data
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What is reverse engineering?
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The process of physically deconstructing a competitor's product to determine how its put together
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__________ is 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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Which of the following describes a probability sample?
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A sample in which each member of the population has some known chance of being included
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Identify the first step in the market research process.
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Defining the research problem
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What is validity?
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The extent to which research actually measures what it was intended to measure
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__________ is general information that specialized firms collect on a regular basis and then sell to other firms.
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Syndicated research
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An example of primary research is __________.
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projective techniques
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Preparing the research report is the __________ step in the market research process.
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Last
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Which of the following is an advantage of collecting data via an online questionnaire?
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no geographic restrictions
