MKT CHAPTER 7 – Flashcards

Marketing research that seeks structured responses that can be summarized is called ________ research. Select one: a. quantitative b. qualitative c. situation analysis d. focus group e. open-ended

_____ are one widely used form of qualitative questioning in marketing research. Select one: a. Situation analyses b. Experimental research studies c. Focus group interviews d. Direct observations of customers e. Telephone surveys

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called the ________ method. Select one: a. MIS b. DSS c. marketing models d. scientific e. statistical

What is a marketing model? Select one: a. It identifies a detailed breakdown of a company's sales records. b. It refers to a plan that specifies what information will be obtained and how. c. It supports a software that organizes incoming information into a data warehouse. d. It is a procedure that develops and analyzes new information about a market. e. It is a statement of relationships among marketing variables.

Procedures that develop and analyze new information to help marketing managers make decisions are called: Select one: a. sample building units (SBUs). b. strategy planning. c. marketing research. d. statistical techniques. e. operational planning.

What does the phrase "big data" refer to? Select one: a. It refers to the marketing research data taken from Internet sources. b. It refers to the data sets too large and complex to work with typical database management tools. c. It refers to the market information taken from the U.S. Census. d. It refers to the information collected by the top five firms in the marketing research industry. e. It refers to the information received from market research studies but not internal sources.

An organized way of continually gathering, accessing, and analyzing data to get information to help marketing managers make ongoing decisions is called ________. Select one: a. marketing information system b. marketing logistics system c. marketing research department d. marketing research project e. marketing model

For raw data to become useful to marketers, it must be: Select one: a. transformed into information and knowledge. b. communicated to executives through a formal report. c. gathered from external sources. d. stored in a data warehouse. e. gathered from internal company sources.

Pick the correct statement about marketing research. Select one: a. It is not considered an alternative to a marketing information system. b. It is a department in most small companies. c. It is only needed by producers who have long channels of distribution. d. It involves a wide range of techniques including Internet search, customer surveys, and more. e. It is an organized way of gathering and analyzing information marketing managers need.

Educated guesses about the relationships between things or about what will happen in the future are: Select one: a. proposals. b. theories. c. hypotheses. d. predictions. e. laws.

Which of the following statements about a situation analysis is False? Select one: a. A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. b. A situation analysis is mainly a study of new information that is not already available. c. A situation analysis should include finding relevant secondary data. d. A situation analysis may involve informal discussions with knowledgeable people. e. None of these statements about a situation analysis is False.

What is the purpose of the five-step marketing research process? Select one: a. Narrow down a broad generic market into useful target markets. b. Design, implement, and control marketing plans and activities. c. Help marketers choose between consumer markets or B2B markets. d. Define and solve a problem. e. Identify the main steps in the consumer decision process.

All of the following are examples of secondary data sources EXCEPT: Select one: a. a phone survey this month of past customers. b. intranet. c. company files. d. library sources. e. government databases.

Information that has already been collected or published is called ________ data. Select one: a. useful b. collective c. secondary d. free e. primary

What is the significance of a research proposal in a marketing research process? Select one: a. It specifies what information will be obtained and how. b. It seeks in-depth, open-ended responses, not yes or no answers. c. It develops and analyzes new information about a market. d. It is an informal study of what information is already available in the problem area. e. It provides results in a typical database format for standard website search engines to use.

A complete marketing information system includes each of the following except: Select one: a. decision support systems. b. data from internal sources. c. marketing models. d. a data warehouse. e. All of these alternatives are correct.

Identify the correct sequence in the marketing research process. Select one: a. Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem b. Getting problem-specific data, interpreting the data, defining the problem, solving the problem, analyzing the situation c. Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem d. Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem e. Getting problem-specific data, interpreting the data, analyzing the situation, defining the problem, solving the problem

Regarding the marketing research process, defining the problem Select one: a. can be guided by the marketing strategy planning framework. b. is often confused with identifying the symptoms of the problem. c. precisely may have to wait until after a situation analysis has been completed. d. All of these alternatives are true.

A qualitative research method in which an interviewer asks questions that encourage the interviewee to provide details is called ________. Select one: a. data warehouse b. non-directive interview c. situation analysis d. response rate e. consumer panel

An example of a primary data source is ________. Select one: a. observation b. library c. company files d. intranet e. cost data