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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}