Chapter 4b

Question 1

Causal Research

Answer 1

Marketing research used to test hypotheses about cause and effect relationships

Question 2

Descriptive Research

Answer 2

Marketing research used to better describe marketing problems, situations, or markets

Question 3

Exploratory Research

Answer 3

Marketing research used to gather preliminary information that will help define problems, and suggest hypotheses

Question 4

Experimental Research

Answer 4

gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

Question 5

Observational Research

Answer 5

gathering primary data by observing relevant people, actions, and situations

Question 6

Ethnographic Research

Answer 6

A form of observational research that involves sending trained observers to watch and interact with consumers in their “natural environment”

Question 7

Focus Group Interviewing

Answer 7

Personal interviewing that involves inviting 6-10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group on important issues

Question 8

Sample

Answer 8

a segment of the population selected for marketing research to represent the population as a whole

Question 9

Marketing Information System (MIS)

Answer 9

people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights