Ch. 10 Marketing Research

Question 0

Marketing Research Process

Answer 0

1. Define obj and research needs
2. Design the research
3. Data collection process
4. Analyze data and develop insights
5. Action plan and implementation

Question 1

Marketing Research

Answer 1

Prerequisite of successful decision making

Question 2

Secondary Data

Answer 2

Info collected prior to the start of the focal research project

Question 3

Primary Data

Answer 3

Data collected to address specific research needs

Question 4

Sample

Answer 4

Generalize opinions to describe all customers w/ same characteristics

Question 5

Data

Answer 5

Raw numbers or factual info that have limited value to marketers

Question 6

Information

Answer 6

When data’s interrupted, which results from organizing, analyzing, and interpreting data and putting them into a form that’s useful to marketing decision makers

Question 7

Syndicated data

Answer 7

Marketers can purchase external secondary data which are available for a fee from commercial tease arch firms such as SymphonyIRI Group, the National Purchase Diary Panel, and ACNielsen

Question 8

Scanner Data

Answer 8

Used in quantitative research obtained from scanner readings of UPC labels at check out counters

Question 9

Panel Data

Answer 9

Info collected from a group of consumers, organized into panels, over time

Question 10

Data Warehouse

Answer 10

Millions and billions pieces of individual data are stored in large computer files

Question 11

Data Mining

Answer 11

Uses variety of statistical analysis tools to uncover previous unknown patterns in data or relationships among variables

Question 12

Churn

Answer 12

of participants who discontinue use of service/ avg # of total participants