Chapt 4 & 6

Question 1

To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas

Answer 1

Descriptive Research

Question 2

To determine the perceptions of product characteristics, determine the degree to which marketing variables are associated and make specific predictions.

Answer 2

Descriptive Research

Question 3

Uses the methods of secondary data analyzed in a quantitative.

Answer 3

Descriptive Research

Question 4

Uses methods like, expert and Pilot surveys, Secondary data analyzed in a qualitative way
and a Qualitative research

Answer 4

Exploratory Research

Question 5

___________ data are collected specifically for the research needs at hand.
– Observation, interview, survey, case study, etc.

Answer 5

Primary

Question 6

__________ data already collected and typically for some other purpose. (Internal and external) n

Answer 6

Secondary

Question 7

What are the two types of secondary data?

Answer 7

Internal and External

Question 8

Warranty card, consumer complaints, web log files, database marketing or sales person call report are what kind of data

Answer 8

Internal Secondary Data

Question 9

Social Media, Business/Non-gov, government and syndicated services are examples of what kind of secondary data.

Answer 9

External

Question 10

T/F. External data may not be applicable to specific situation.

Answer 10

True

Question 11

What are some example of business data

Answer 11

Guides
Indexes and Bibliographies
Directories
Nongovernmental Statistical Data

Question 12

Census Data & Other Government Publications are what kind of data

Answer 12

Government sources

Question 13

To gain an understanding of the underlying reasons and motivations. Unstructured and develops and initial understanding and Interpretation

Answer 13

Qualitative Research

Question 14

Data and generalize the results from the sample to the population of interest. Statistical and recommend the final course of action

Answer 14

Quantitative

Question 15

Two types of Qualitative Research

Answer 15

Direct & Indirect

Question 16

___________ main purpose is to gather qualitative data on reactions, interpretations, attitudes, beliefs, knowledge, opinions, etc. on topic of interest

Answer 16

Focus Group

Question 17

T/F: when implementing a focus group, attempting to systematize moderator effects and context bias

Answer 17

True

Question 18

_______ ______ attempt to uncover underlying motives, prejudices, or attitudes toward sensitive issues, especially for sensitive or personal topics

Answer 18

Depth Interviews

Question 19

What are the projective techniques

Answer 19

Association
Completion
Construction
Expressive

Question 20

One of the advatanges of _____ _______ is that it address issues personal, sensitive, or subject to strong social norms.

Answer 20

Project Techniques