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MKT 300 Chapter 5

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marketing research
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the systematic design, collection, interpretation and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.
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exploratory research
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conducted to gather more information about a problem or to make a tentative hypothesis more specific.
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conclusive research
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designed to verify insights through objectives procedures and to help marketers in making decisions.
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descriptive research
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used to clarify the characteristics of certain phenomena to solve a particular problem
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experimental research
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research that allows marketers to make causal inferences about relationships
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1. locating and defining issues or problems 2. designing the research project 3. collecting data 4. interpreting research findings 5. reporting research findings
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Marketing Research Process
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reliability
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a condition existing when a research technique produces almost identical results in repeated trials.
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validity
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a condition existing when a research method measures what it is supposed to measure
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primary data
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is observed, recorded, or collected directly from respondents and is collected to address a specific problem that cannot be answered by secondary data alone
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secondary data
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is compiled both inside and outside the organization and is for some purpose other the current investigation
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external sources
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includes government sources, trade associations and shows, periodicals, corporate information
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probability sampling
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sampling technique in which every element in the population being studied has a known chance of being selected for study
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random sampling
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a type of probability sampling in which all units in a population have an equal chance of appearing in a sample.
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stratified sampling
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a type of probability sampling in which all units in a population have an equal chance of appearing in a sample.
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non-probability sampling
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sampling technique in which there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.
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quota
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a sampling technique in which researchers divide the population into groups and then arbitrarily choose participants from each group.
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crowdsourcing
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for taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call for ideas.
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1. open-ended 2. dichotomous (yes/no) 3. multiple-choice
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Questionnaire Construction Types (3)
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statistical interpretation
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focuses on what is typical and what deviates from the average.
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marketing information systems (mis)
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a framework for managing and structuring information gathered from internal and external sources
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databases
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a collection of information arranged for easy access and retrieval.
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customer relationship management (crm)
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employs database marketing techniques to identify different types of customers and develop specific strategies for interacting with each customer
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marketing decision support systems (mdss)
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customized computer software that aids marketing managers in decision making
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c
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Marketing research is a process designed to gather information… a) exclusively about a company’s customers b) from the company’s database c) not currently available to decision makers d) about the needs and desires of employees e) concerning the interpretation of the company’s sales goals
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a
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An overall plan for obtaining the information needed to address a research problem or issue is called the… a) research design b) problem recognition c) hypothesis d) data collection method e) sampling procedure
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c
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_____ is the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities. a) marketing ethics b) codes of conduct c) marketing research d) market planning e) a SWOT analysis
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e
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The marketing research process begins with: a) the collection of data b) the segmentation of the market c) designing the research project d) benchmarking competitors e) locating and defining the problem
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b
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For the purpose of marketing research, Joe picked up the telephone directory and just selected a few numbers from it to form his sample. Joe is using _____ sampling to select the participants for this research. a) non-probability b) random c) stratified d) quota e) core
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random sampling
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a type of probability sampling in which all units in a population have an equal chance of appearing in a sample.