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Marketing Research > Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives Learning Objectives > Flashcards

Chapter 3 The Marketing Research Process and Defining the Problem and Research Objectives Learning Objectives Flashcards

1
Q

Step 1 of the Marketing Research Process

A

establish the need for marketing research

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2
Q

Step 2 of the Marketing Research Process

A

define the problem

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3
Q

Step 3 of the Marketing Research Process

A

establish research objectives

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4
Q

Step 4 of the Marketing Research Process

A

determine research design

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5
Q

Step 5 of the Marketing Research Process

A

identify information types and sources

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6
Q

Step 6 of the Marketing Research Process

A

determine methods of accessing data

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7
Q

Step 7 of the Marketing Research Process

A

design data collection forms

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8
Q

Step 8 of the Marketing Research Process

A

determine the sample plan and size

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9
Q

Step 9 of the Marketing Research Process

A

collect data

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10
Q

Step 10 of the Marketing Research Process

A

analyze data

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11
Q

Step 11 of the Marketing Research Process

A

communicate the insights

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12
Q

When is there a need for marketing research

A

The need for marketing research arises when managers must make decisions and they have inadequate information.

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13
Q

Research might not be the best solution when. . .

A
  • The information is already available
  • The timing is wrong
  • Costs outweigh the value
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14
Q

Three widely recognized research designs are…

A
  • exploratory
  • descriptive
  • causal.
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15
Q

Exploratory research is…

A

a form of casual, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities

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16
Q

Descriptive research refers to…

A

research that describes the phenomena of interest.

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17
Q

Causal studies attempt to…

A

uncover what factor or factors cause some event.

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18
Q

Two types of information are…

A

primary (information collected specifically for the problem at hand) and secondary (information already collected).

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19
Q

Secondary information should…

A

always be sought first, since it is much cheaper and faster to collect than primary information and is sometimes superior to information that an individual firm is able to collect on its own.

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20
Q

Sometimes research companies collect information and make it available to all those willing to pay a subscription. This type of information is referred to as ?

A

syndicated data

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21
Q

If we communicate with respondents (ask them questions), the form is called a?

A

questionnaire

22
Q

If we ask questions in a focus group, the form is called a?

A

focus group guide

23
Q

A ________ consists of the entire group about which the researcher wishes to make inferences based on information provided by the sample data.

A

population

24
Q

A ______ is a subset of the population.

A

sample

25
Q

_______ describe how each sample element, or unit, is to be drawn from the total population.

A

Sample plans

26
Q

The objectives of the research and the nature of the _______ (list of the population elements or units) determine which sample plan is to be used.

A

sample frame

27
Q

How many elements of the population should be used to make up the sample? The size of the sample determines how accurately your sample results reflect values in the population

A

sample size

28
Q

________ the people who are collecting the data,

A

fieldworkers

29
Q

_______ means that 10% (the industry standard) of all respondents in a marketing research study are randomly selected, re-contacted, and asked if they indeed took part in the study.

A

Validation

30
Q

Companies that specialize in data collection are referred to as _________

A

field services firms.

31
Q

_________ is to use statistical tools to present data in a form that fulfills the research objectives

A

data analysis

32
Q

The success of a marketing research project depends on properly pinpointing a problem to formulate the _________.

A

problem statement

33
Q

_________ are situations that call for managers to make choices among various alternatives.

A

Problems

34
Q

Process for Defining a Problem

A
  • Recognize the Problem
  • Understand the background of the problem
  • Determine the decision alternatives
  • Formulate the problem statement
35
Q

___________ (KPIs) are measures that provide scores of how well a company is performing relative to its objectives.

A

Key performance indicators

36
Q

A __________ is a potentially favorable circumstance in which a company can perform successfully.

A

marketing opportunity

37
Q

A ________ is an observable sign that indicates that a problem exists.

A

symptom

38
Q

A ________ is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.

A

situation analysis

39
Q

discussions with knowledgeable persons inside and outside the firm

A

experience surveys

40
Q

examples of former, similar situations

A

case analyses

41
Q

mini-studies that may reveal problem areas

A

pilot studies

42
Q

small groups discussing topics such as the company’s products or services

A

focus groups

43
Q

all marketing actions that the manager thinks may resolve the problem.

A

Decision alternatives

44
Q

a concise description of the problem or opportunity that management is facing that requires research to make a decision.

A

problem statement

45
Q

a goal-oriented statement or question that specifies what information is needed to solve a problem.

A

research objective

46
Q

statements that are taken as true for the purpose of argument or investigation.

A

Hypotheses

47
Q

an abstract idea or concept composed of a set of attitudes or behaviors that are thought to be related.

A

construct

48
Q

elements of a construct that can be measured or quantified.

A

Variables

49
Q

a designated quantity of a measurable attribute or characteristic that must be achieved for a predetermined action to take place.

A

action standard

50
Q

the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process.

A

marketing research proposal

Marketing Research (10 decks)

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