Shared Flashcard Set

Details

Marketing Research Chapter 1
Test 1 Notecards
75
Marketing
Undergraduate 4
10/03/2012

Additional Marketing Flashcards

 


 

Cards

Term

______ ______ is the function which links customers and the marketing environment to the marketer through information.

 

Definition
Marketing Research
Term

Marketing research identifies and defines marketing __________, generates and refines marketing __________, and monitors marketing __________.  

Definition

opportunities


actions


performance

Term

Property of Marketing Research:

 

A(n)__________ is --> free from biases and is ethical.  It doesn't make false product claims, or ask unnecessary questions, or contain false data.

Definition
Objective
Term

Property of Marketing Research:


__________ --> uses quantitative and qualitative data and a hypothesis.

Definition
Scientific
Term

Property of Marketing Research:


__________ --> uses a step-by-step approach that leads to a predicatble path. 

Definition
Systematic
Term

___________ data tries to quantify the problem and understand and accept it by looking for results to a large crowd.

Definition
Quantitative
Term

___________ data (also known as exploratory research) expects the unexpected, to define the problem or develop an approcach to the problem. 

Definition
Qualitative
Term

The __________ is an investigation of the facts.  It is essentially a mere guess or assumption.

Definition
hypothesis
Term

A step in the marketing research process:


__________ the problem.  We focus on the __________ problem (how much we should charge?) and __________ the problem, (translating the problem into price changes that impact customers).

Definition

Formulate

 

decision

 

research

Term

A step in the marketing research process:

 

__________ the problem.  This translates the problem into the changes that price will have on customers.

Definition
Research
Term

A step in the marketing research process:



__________ problem is one facing the decision maker which research process to use.
Definition
Decision
Term

A step in the marketing research process:




Determining the ___________ design, by using exploratory research, desscriptive research, causal research.
Definition
research
Term

______ __ reasearch is a research design that focuses the emphasis on determining the frequency of something occuring.

Definition
Descriptive
Term

__________ research is a research design emphasizing on gaining ideas and insights.  It breaks larger ideas into smaller ones.

Definition
Exploratory
Term

__________ research focuses on cause and effect relationships.  (Example: If we change our advertising, will it affect our sales)?

 

 

Definition
Causal
Term

A step in the marketing research process:



Determining the __________ collection mehtod:
 
- Can existing secondary data be used?
- Should the data be collected by observation or questionaire?
- How should the questions be administered?
Definition
data
Term

___________ data is information not gathered for immediate study at hand, but for another purpose.

Definition
Secondary 
Term

A step in the marketing research process:



Design data __________ forms.
 
- Should questions be structured or unstructured?
- Should the purpose of the study be made known to respondents?
 
Definition
collection
Term
__________ data asks questions.
Definition
Structured
Term

________ data has questions already prepared for respndents.

Definition
Unstructured
Term

A step in the marketing research process:



Design a _________ and collect data.
 
- Use a sample frane
- A sample selection process
- A sample size
Definition
sample
Term

A sample _________ is a list of population elements.

 

(Example: a phone book)

Definition
frame
Term
A sampling __________ is the procedures of the sample and data collection.
Definition
process
Term
A sample __________ is the size that is appropriate for the most accurate data.
Definition
size
Term

Some proper techniques for data collections are:

- __________ force

- Provide training

Definition
Field
Term

A step in the marketing research process:


__________ and __________ data.
 
- Editing
- Coding 
- Applying statistical techniques
- Interpreting the results
Definition
Analyzing and interpreting
Term
________ is making sure everything is alright (in the experiment) with no errors.                  
Definition
Editing
Term

_________ is assiging numbers to people's responses.  

 

(EXAMPLE: 1---------------------10 scale)

 

Definition
Coding
Term

A step in the marketing research process:



Preparing the _________ report.
 
This summarizes the results and conclusions.
Definition
research
Term
The __________ report summarizes the results and the conclusions.
Definition
research
Term

Who does marketing research?

 

Organizations such as _________, broadcasters, retailers, banks/credit unions, advertising agencies, _________ and __________.

Definition
manufacturers; government; universities
Term

Who Does Marketing Research?

 

_________ services and _________ services.

Definition
Syndicated; customized
Term

_________ services collect and sell data

 

(EXAMPLE: Nielsen Research)

Definition
Syndicated
Term

__________ services are full- service suppliers - they collect data from beginning to end.  


Syndicated is only collected in the beginning.

Definition
Customized
Term
_________ situations require information.  This is a problem situation
Definition
Decision
Term
A _________ situation is one with negative consequences.
Definition
problem
Term
A(n) __________ is a situation with positive results.  
Definition
opportunity
Term

A Task Involved In Problem Definition:



_________ the problem (conduct research) to solve the problem.

Definition
Define
Term

A Task Involved In Problem Definition:



Meet with the the ___________ to gather information and eventually coming up with a solution would be a next step
.  
Definition
client
Term

 A Task Involved In Problem Definition:


Developing a(n) __________ survey.  It's an informal questionaire to gather as much information as possible.  
Definition
experience
Term

A Task Involved In Problem Definition:



__________ search - use publishes such as the Wall Street Journal, Census data, academic journals (AMA), etc... 



Definition
literature
Term

A Task Involved In Problem Definition:

 

 

_________ research - unstructured and based on small samples.  It's often used to make educated guesses and explore techniques.

Definition
Exploratory
Term
__________ questions ask open- ended style, but coding is too difficult.
Definition
Unstructured
Term
__________ surveys are interviews with people with knowledge about the firm and product.
Definition
Experience
Term

Tasks involved in formulsting the problem help the researcher understand the environmental context:

 

1).  Buyer behavior factors

2).  __________ environment

3).  Economic environment

4).  Technological environment

5).  __________

Definition

1).  Legal

 

5).  Constraints

Term

Management Decision Problems:

 

_________-oriented

 

__________-oriented

Definition

Discovery

 

Strategy

Term
__________- oriented decision problems are used when there are unanticipated changes in the environment.
Definition
Discovery
Term

__________- oriented problems asks the decision maker questions of what to do?

 

(EXAMPLE: What advertising messages should we use)?

Definition
Strategy
Term

Marketing Research Problem:



__________ problems and state the information necessary to solve the decision problem.

Definition
Decision
Term

__________ problems ask these question types:

 

- Should the advertising campaign be changed?

- Should we change our price?

Definition
Decision
Term
A decision problem states information necessary to solve a descision problem.  It determines the __________ of the current advertising campaign and investigates the impact on __________ of various levels of __________ changes.
Definition
effectiveness; sales; price
Term
_________ _________ (such as Reebok and Coors), use industry surveys for consumers who us these products.
Definition
Large firms
Term
When something is __________ oriented, it is very vague and could use more specific results.
Definition
symptom
Term
Exploratory research is conducted to discover insights, formulate the ________ problem, increase the familiarity with the problem, develop_________.
Definition
decision; hypotheses
Term
A ________ is an unproven proposition.
Definition
hypothesis
Term
________ research is done on a small scale, it's flexible (literature searches, experience surveys, focus groups, or case analyses can be used)
Definition
Exploratory
Term
A __________ __________ is an unstructured interview with a group of participants who are led by a moderator in an in-depth discussion on a particular topic.
Definition
focus group
Term
A focus group is an _________ interview with a group of participants who are led by a moderator in an in-depth __________ on a particular topic.
Definition
unstructured; discussion
Term
__________ analyses are intensive studies of selected examples of phenomenon interest.  
Definition
Case
Term
Case analyses are especially effective with cases reflecting recent changes in the _________ and ________ situations.
Definition
"best" and "worst"
Term

An example of __________ would be the following:

 

Improving in-store service is effective in increasing sales of a department store.

 

X (independent variable) --> In- Store service

Y (dependent variable) --> Sales

Definition
causal
Term

An __________ uses the following:

 

--> A sample of stores

--> Measures sales

--> Improves in-stoer service

--> Meausres sales

Definition
experiment
Term
Consistent __________ is evidence that X and Y vary together predicted by the hypothesis.
Definition
variation
Term
Time order of __________ of __________ is evidence tha shows X occuring before Y.
Definition
occurence; variables
Term
__________ of other factors is evidence that allows elimination of factors other than X as the cause of Y.
Definition
Elimination
Term
__________ resarches's main objective is descirbe market characteristics.
Definition
Descriptive
Term
Descriptive research's main objective is to describe market characteristics after the formulation of __________ problems and __________.
Definition
research; hypotheses
Term
Descriptive research data collection is generally __________ and contains large representative __________.
Definition
structured; samples
Term
Exploratory research's objective is to discover __________, while conclusive's objective is to test __________.
Definition
insights; hypotheses
Term
Exploratory research's process is __________, while conclusive research's process is __________.
Definition
flexible; formal
Term
Exploratory research's sample is small-__________, while Conclusive research's sample is lage-_________.
Definition
nonrepresentative; representative
Term
Exploratory research's data is __________, while conclusive research's data is __________
Definition
Term
Exploratory research's findings are __________, while conclusive research's findings are __________
Definition
tentative; conclusive
Supporting users have an ad free experience!