ch 5 Flashcards

1
Q

market research vs marketing research

A

-investigating one of three components of the market (cx,comp,comp image)
-foucesd on assessing the effectiveness of a specific marketing mix or tactic

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2
Q

the marketing research process

A
  1. define the problem/opp
    2.develop a research plan
    3.collect data
  2. analyze the data
  3. prepare and present findings
  4. create of an action plan
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3
Q
  1. define the problem/opp
A

can be short/long term
-focus on problem

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4
Q

2.develop a research plan

A

-primary objectives
-type of research (primary,secondary,qualitative,quantitative)
-info needed and how it will be collected
-how the data will be analyzed

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5
Q

primary data
-key adv + dis

A

info newly collected specfically for the research purpose
-relevance
-high cost and amount of time req

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6
Q

secondary data
-key adv/dis

A

data the already exists collected for another purpose that can be used to address the research problem
-less costly and quicker
-relevance both in terms of context and timliness

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7
Q
  1. collect the data
A

type of data needed and how it is collected will depend on the goal and type of research

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8
Q

exploratory research

A

research that seeks to discover ideas and insights related to a problem or opportunity

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9
Q

descriptive research

A

research that answers questions about who, what, when and where something happened. It will also answer the questions how much and how many

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10
Q

causal resarch

A

research the seeks to determine the effect of one variable on another

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11
Q

ethnographic research

A

observe people in a naturak setting ti gain a deeper understanding if what makes people do what they do

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12
Q

qualitative research

A

used to count, classify and measure things
-often used to assess the relative importance of something in which the marketer is interested

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13
Q

quantitative research

A

surveys,experiments,analytics

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14
Q

data mining

A

sorting through data

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15
Q

marketing analytics

A

gain insights on cx, opps

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16
Q

CARS

A

credibility, accuracym rseonableness, support