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Multiple Choice
Multiple Choice
Research TypesVocab 1 Vocab 2
Chapter 4 – Market Research
500
500
Information that already exists somewhere, having been collected
for another purpose.
Secondary Data
Information collected for the specific purpose at hand.
Primary Data
A segment of the population selected for marketing research to represent the
population as a whole.
Sample
Managing detailed information about individual customers and carefully managing customer
“touch points” in order to maximize customer loyalty.
CRM – Customer Relationship Management
People and procedures for assessing information needs, developing the needed information, and helping
decision makers to use the information to generate and validate actionable customer and market insights.
MIS – Marketing Information System
Gathering primary data by observing relevant people,
actions, and situations.
Observational Research
Marketing research to gather preliminary information that will help define problems and suggest
hypotheses.
Exploratory Research
Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in
group responses
Experimental Research
Marketing research to better describe marketing problems, situations, or markets, such as
the market potential for a product of the demographics and attitudes of consumers
Descriptive Research
Marketing research to test hypotheses about cause and effect relationships.
Casual Research
The systematic design, collection, The systematic design, collection, analysis and reporting of data relevant to analysis and reporting of data relevant to a specific marketing situation facing an a specific marketing situation facing an
organization.organization.
Marketing Research
Computerized collections of information available from online
commercial sources or via the internet.
Commercial Online Databases
Collecting primary data online through Collecting primary data online through internet surveys, online focus groups, internet surveys, online focus groups, Web-based experiments or tracking Web-based experiments or tracking
consumers online behavior.consumers online behavior.
Online Marketing Research
A form of observational research that A form of observational research that involves sending trained observers to involves sending trained observers to watch and interact with consumers in watch and interact with consumers in
their “natural habitat.”their “natural habitat.”
Ethnographic Research
Gathering primary data by asking people questions about their
knowledge, attitudes, preferences and buying behavior.
DAILY DOUBLE
Survey ResearchSurvey Research
Despite the data glut that marketing managers receive, they frequently complain that they lack ________.a. enough information of the right kindb. quality informationc. timely informationd. accurate and reliable informatione. valid information
(a; p. 97; Easy) {AACSB: Communication}
_____ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.a. Marketing datab. Marketing intelligencec. Web Masterd. Sales and sales managemente. Secondary data
(b; p. 100; Easy)
Information collected from online databases on the Internet is an example of ________ data.primary secondary observational experimental ethnographic
(b; p. 103; Moderate) {AACSB: Use of IT}
Secondary data are ________.a. collected mostly via surveysb. expensive to obtainc. sometimes not accurated. never purchased from outside supplierse. always necessary to support or refute the primary data collected
(c; p. 105; Moderate)
Your marketing department is attempting to improve strategic decision making, track competitors’ actions, and provide early warning of opportunities and threats. Your department would do well to use ________.a. internal databasesb. external databasesc. marketing intelligenced. the Internete. company reports only
(c; p. 100; Challenging) {AACSB: Reflective Thinking}
Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases.a. externalb. currentc. historicald. internale. foreign
(d; p. 99; Easy) {AACSB: Reflective Thinking}
Small organizations can obtain, with minimal effort, most of which type of data available to large businesses?a. censusb. observationalc. secondaryd. primarye. business
(c; p. 119; Moderate)
Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide?a. observational researchb. focus groupsc. personal interviewsd. Internet surveyse. questionnaires
(a; p. 106; Easy) {AACSB: Communication}
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 could you try?a. customer satisfaction measurementb. more sophisticated softwarec. customer relationship managementd. synergetic meetings of the mindse. less marketing intelligence
DAILY DOUBLE
(c; p. 114; Moderate) {AACSB: Use of IT}
Harvard University is systematically designing, collecting, analyzing, and reporting data in order to market its programs to minority students. What do we call this?a. promotionb. self-studyc. marketing researchd. cost-benefit analysise. Identifying the target market
(c; p. 102; Challenging) {AACSB: Reflective Thinking}