Chapter 1- Why Study Marketing Research

Question 1

Individuals have a physical body as well as a…

Answer 1

Information body (online entity)

Question 2

What is primary data?

Answer 2

Original data collected by the researcher

Question 3

What is secondary data?

Answer 3

Data collected by a third party or for some other purpose

Question 4

What is market intelligence gathering?

Answer 4

Happenings data, everyday data, may or may not have a specific purpose in mind

Question 5

Management information systems

Answer 5

Well defined issues, regular data flow, standardized reports

Question 6

What is tacking/analytics?

Answer 6

“Big data” such as a large body of information that you’re unable to answer without software or analytics

Question 7

What are formal research projects?

Answer 7

Highly customized, finite time horizon, formal process

Question 8

Marketing focuses on the environment that is external to the organization. What’s out there that marketers have to worry about?

Answer 8

Market intelligence

Question 9

What is market intelligence?

Answer 9

An analysis of exogenous (of, relating to, or developing from external factors) factors that will affect the customer and the organization

Question 10

What are the three types of intelligence data?

Answer 10

White data
Grey data
Black data

Question 11

What is white data?

Answer 11

Easily obtained in a public space (trade shows, competitor’s stores, etc)

Question 12

What is black data?

Answer 12

Data gathered illegally

Question 13

What is grey data?

Answer 13

Information that is gathered legally, but it is essentially unethical

Question 14

Sources of intelligence: human

Answer 14

Gathered from a person on the ground

Question 15

Sources of intelligence: geospatial

Answer 15

Gathered from satellite, aerial photography, mapping/terrain data

Question 16

Sources of intelligence: OpenSource

Answer 16

Gathered from open/public sources

Question 17

Sources of intelligence: technical

Answer 17

Gathered from analysis of weapons and and equipment of armed forces of foreign nations

Question 18

Sources of intelligence: cyber

Answer 18

Gathered from cyberspace

Question 19

What is big data?

Answer 19

Data sets whose size exceeds the capacities of standard software tools

Question 20

What is analytics?

Answer 20

The processing and analysis of big data to turn into information

Question 21

What is data mining?

Answer 21

The use of statistical and other advanced software to discover no obvious patterns in data sets

Question 22

What is trash trawling?

Answer 22

Going through a competitor’s garbage

Question 23

What is backward marketing research?

Answer 23

The process of starting with an end goal in mind