Chap 7

Question 1

Marketing research:

Answer 1

Producers that develop and analyze new information about a market.

Question 2

Marketing information system (MIS):

Answer 2

An organized way of continually gathering, accessing and analyzing information that marketing managers need to make ongoing decisions.

Question 3

Data warehouse:

Answer 3

A place where databases are stored so that they are available when needed.

Question 4

Decision support system (DSS):

Answer 4

A computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Question 5

Marketing dashboard:

Answer 5

Displays up-to-the-minute marketing data in an easy-to-read format.

Question 6

Marketing model:

Answer 6

A statement or relationships among marketing variables. It enables a manager to look at the sales and costs expected with different types of promotion and select the marketing mix that is best for a particular target market.

Question 7

Scientific method:

Answer 7

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them. With the scientific method managers don’t just assume that their intuition is correct, they run a test first.

Question 8

Hypotheses:

Answer 8

Educated guesses about the relationships between things or about what will happen in the future.

Question 9

Marketing research process:

Answer 9

A five-step application of the scientific method that includes: Defining the problem, Analyzing the situation, Getting problem-specific data, Interpreting the data, Solving the problem

Question 10

Situation analysis:

Answer 10

An informal study of what information is already available in the problem area. It can help define the problem and specify what additional information is needed.

Question 11

Secondary data:

Answer 11

Information that has been collected or published already. It can be found either inside or outside the company.

Question 12

Primary data:

Answer 12

Information specifically collected to solve a current problem. Too often researches rush to gather primary data when much relevant secondary information is already available at little or no cost.

Question 13

Research proposal:

Answer 13

A plan that specifies what information will be obtained and how. This is done to make sure no misunderstandings occur later.

Question 14

Getting problem-specific data:

Answer 14

There are two basic methods for obtaining information about customers: questioning and observing.

Question 15

Qualitative research:

Answer 15

Seeks in-depth, open-ended responses, not yes or no answers. The researcher tries to get people to share their thoughts on a topic without giving them to many directions or guidelines about what to say.

Question 16

Focus group interview:

Answer 16

Involves interviewing 6 to 10 people in an informal setting. Focus group also uses open-ended questions, but here the interviewer wants to get group interaction.

Question 17

Quantitative research:

Answer 17

Seeks structured responses that can be summarized in numbers, like percentages, averages or other statistics.

Question 18

Response rate:

Answer 18

The percentage of people contacted who complete the questionnaire.

Question 19

Telephone surveys:

Answer 19

Fast and effective. They are effective for getting quick answers to simple questions.

Question 20

Personal interviews surveys:

Answer 20

Can be in-depth. They are usually much more expensive per interview than e-mail, mail or telephone surveys. But it’s easier to get and keep the respondent’s attention when the interviewer is right there.

Question 21

Observing website visitors:

Answer 21

Website analysis software allows marketing managers to observe customer behavior at a form’s website.

Question 22

Checkout scanners see a lot:

Answer 22

Computerized scanners at retail checkout counters help researchers collect very specific and useful information. Often this type of data feeds directly into a firm’s MIS.

Question 23

Consumer panels:

Answer 23

A group of consumers who provide information on a continuing basis.

Question 24

Experimental method:

Answer 24

With this method researchers compare he responses of two or more groups that are similar except on the characteristic tested.

Question 25

Population:

Answer 25

The total group you are interested in.

Question 26

Sample:

Answer 26

A part of the relevant population.

Question 27

Confidence intervals:

Answer 27

The range on either side of an estimate that is likely to contain the true value for the whole population.

Question 28

Validity:

Answer 28

Concerns the extent to which data can measure what they are intended to measure. Validity problems are important in marketing research because many people will try to answer even when they don’t know what they are talking about.