Chapter 3 Market Research

Question 1

What are the three components of the Marketing Information System (MIS)

Answer 1

1. Four types of Data
2. Computers
3. Marketing Decisions

Question 2

What are the four types of Data

Answer 2

1. Internal company data
2. Marketing Intelligence
3. Marketing Research
4. Acquired Databases

Question 3

Steps in the marketing research process

Answer 3

1. Define the research problem
2. Determine the research design
3. Choose the method to collect primary data
4. Design the sample
5. Collect the sample
6. Analyze and interpret the data
7. Prepare the research report

Question 4

Define the research problem components

Answer 4

1. Specify the research objectives
2. Identify the consumer population of interest
3. Place the problem in an environmental context

Question 5

Define aspects of the research design

Answer 5

1. Secondary
   - Data collected for a purpose other than the problem at hand
   Internal source
   External source
2. Primary
   - Data conducted to make a specific decision
   Exploratory Research
   Descriptive Research
   Casual Research

Question 6

What are the methods available to collect primary data?

Answer 6

1. Survey Methods
   - questionaires
2. Observation
   - personal observation
   - mechanical observation
3. Online Research
   - consumer surfing
   - online sources
   - - cookies
   - - predictive tech
   - - privacy

Question 7

What is the data quality?

Answer 7

1. Validity
   - extent to which research actually measures what it was intended to measure
2. Reliability
   - extent to which research measurement techniques are free from errors
3. Representatives
   - extent to which consumers in a study are similar to a larger group in which the organization has an interest

Question 8

Designing the Sample details

Answer 8

Probability sampling
- each member of the population has some known chance of being included
- sample is representative of the population
Non-Probability Sampling
- personal judegement is used to select respondents
- not representative of the population

Question 9

Collect the sample details

Answer 9

sort through good and bad data and throw out the bad data

Question 10

Analyze and interpret the data details

Answer 10

Tabulation
- prganize data in a table or other summary form to get a broad picture of overall responses
Cross-Tabulation
examine the data by subgroups to see how results vary between categories

Question 11

Prepare the research report details

Answer 11

Clear and Concise
Include:
Executive summary
Description of Research Methods
Discussion of Study Results
Limitations of Study
Conclusions and Recommendations

Question 12

Marketing Information System (MIS)

Answer 12

A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users.

Question 13

Marketing Intelligence System

Answer 13

A method by which marketers get information about everyday happenings in the marketing environment

Question 14

Marketing research details

Answer 14

The process of collecting, analyzing and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.

Question 15

Define syndicated research

Answer 15

Research by firms that collect data on a regular bases and sell the reports to multiple firms

Question 16

Define custom research

Answer 16

Research conducted for a single firm to provide specific information its managers need

Question 17

Define marketing decision support system

Answer 17

The data, analysis software, and interactive software that allow managers to conduct analyses and find the information they need.

Question 18

Define data mining

Answer 18

Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available.

Question 19

Define exploratory research

Answer 19

A technique that marketers use to generate insights for future, more rigorous studies

Question 20

Define focus group

Answer 20

A product oriented discussion among a small group of consumers led by a trained moderator

Question 21

Define case study

Answer 21

A comprehensive examination of a particular firm or organization

Question 22

Define descriptive (quantitative) ressearch

Answer 22

A tool that proves more systematically into the problem and bases its conclusions on large numbers of observations

Question 23

Define cross-sectional design

Answer 23

A type of descriptive technique that involves the systematic collection of quantitative information

Question 24

Define longitudinal design

Answer 24

A technique that tracks the responses of the same sample of respondents over time.

Question 25

Define casual research

Answer 25

A technique that attempts to understand cause and effect relationships

Question 26

What are the examples of Exploratory (Qualitative) Research

Answer 26

1. Focus Group
2. Case Study
3. Ethnography

Question 27

What are some examples of Descriptive (Quantitative) Research

Answer 27

1. Cross-sectional Design

2. Longitudinal Design

Question 28

What are some examples of causal research?

Answer 28

1. Experiments

2. Mall Intercepts

Question 29

What are some observational methods

Answer 29

1. Unobtrusive Methods
2. Online Research
   - cookies
   - predictive technology

Question 30

Data Quality details

Answer 30

1. validity
2. reliability
3. representativeness
4. sampling
5. sampling
6. probability sample