Chapter 5: Marketing Research

Question 1

Comparing two product versions to see which one performs better

Answer 1

A/B Testing

Question 2

Measures how well and advertising campaign meets objectives

Answer 2

Advertising Effectiveness Studies

Question 3

Tracking and compile individual consumer behaviors using technology.

Answer 3

Behavioral Targeting

Question 4

The growth of information and the tools used to analyze it are called

Answer 4

Big Data

Question 5

Researching a brand and analyzing the text-based data using special software.

Answer 5

Blog Mining

Question 6

Used to understand the cause-and-effect relationships among variables

Answer 6

Causal Research

Question 7

Collecting data about strategies that competitors are pursuing new product development and the marketing mix.

Answer 7

Competitive Intelligence

Question 8

Sample drawn from easily accessible individuals

Answer 8

Convenience Sample

Question 9

Examining responses from a single question in relation to other questions

Answer 9

Cross-tabulation

Question 10

Represents the process of achieving a goal with a company

Answer 10

Customer Journey Map

Question 11

Data put into a graphic

Answer 11

Data Visualization

Question 12

Allows the access and use of stored information

Answer 12

Decision Support System (DSS)

Question 13

Estimates consumer demand and its causes

Answer 13

Demand Analysis

Question 14

Asking open-ended questions in order to understand how someone views a product and or brand

Answer 14

Depth Interview

Question 15

Researches customer behavior

Answer 15

Descriptive Research

Question 16

Data-collection method that sends trained observers to interact and view with a subject in their natural enviroment

Answer 16

Ethnographic Research

Question 17

Research that seeks to help firms understand problems, or a customers thoughts, needs and, behavior.

Answer 17

Exploratory Research

Question 18

Categorizing facial expressions in order to tell someones emotional response to content

Answer 18

Facial Coding

Question 19

Examines how an interventions impact

Answer 19

Field Experiment

Question 20

A small group (with moderator) focused on a specific topic or concept actively

Answer 20

Focus Group

Question 21

Colored regions overlaid on a image

Answer 21

Heat Map

Question 22

The people, technologies, and procedures aimed at supplying organizations marketing information needs

Answer 22

Marketing Information System

Question 23

Information used to identify and define marketing opportunities and problems, creating and evaluating marketing actions, monitoring performance, and improving on our understanding of marketing.

Answer 23

Marketing Research

Question 24

Brief expressions that occur when a emotion is experienced

Answer 24

Microexpression

Question 25

Marketing research taken through participants mobile devices

Answer 25

Mobile Marketing Research

Question 26

A moment when a brand leaves a lasting impression on an individual

Answer 26

Moment of Truth

Question 27

Researchers hired to pose as customers in order to scope out the physical and behavioral aspects of a store

Answer 27

Mystery Shoppers

Question 28

Using neuroscience to understand customer responses to stimuli

Answer 28

Neuromarketing

Question 29

Sampling that does not ensure that each member of a population will have a chance at being selected

Answer 29

Nonprobability Sampling

Question 30

Watching and recording behavior of others for relevant information.

Answer 30

Observation Research

Question 31

Data collected from a group of consumers over an extended period of time

Answer 31

Panel Data

Question 32

Represents the key traits and motivations of a customer base

Answer 32

Persona

Question 33

Tools, techniques and algorithms used to recognize patterns

Answer 33

Predictive Analytics

Question 34

Data used for the research problem

Answer 34

Primary Data

Question 35

Sampling where every person has a change of being selected

Answer 35

Probability Sampling

Question 36

Research based on quality's of market phenomena

Answer 36

Qualitative Research

Question 37

Producing identical results over and over

Answer 37

Reliability (of research)

Question 38

Estimates how much of a product will sell

Answer 38

Sales Forecasting

Question 39

A small group representing a larger population

Answer 39

Sampling

Question 40

Data from UPC codes

Answer 40

Scanner Data

Question 41

Information used prior to a study

Answer 41

Secondary Data

Question 42

A short essay responding to specific open-ended questions

Answer 42

Semi-structured interview

Question 43

Target population has an equal chance of selection

Answer 43

Simple random sampling

Question 44

Collecting primary data from a sample of people

Answer 44

Survey

Question 45

'The extent to which a research instrument measures what it is intended to measure'

Answer 45

Validity

Question 46

New-to-Market, New-Category, Product-line extentions, revamped products

Answer 46

ways to organize new products

Question 47

(1) new-product strategy development, (2) Idea Generation, (3) Idea Screening, (4) business analysis, (5) product development, (6) test marketing, (7) product launch

Answer 47

The seven stages of new-product development

Question 48

Listen to consumers, commit to the NPD process, understand current market trends, ask the right questions, be willing to fail

Answer 48

Ways to reduce new product failures

Question 49

Awareness, Interest, Evaluation, Trial, Adoption

Answer 49

Five stages of the consumer-adoption process

Question 50

Competitive Advantage, Compatibility, Observability, Complexity,Trialability

Answer 50

Characteristics that affect the adoption rate

Question 51

Product, Place, Promotional, and Price

Answer 51

Four Ps of Marketing

Question 52

Define Problem, Research Plan, Collect Data, Analyze the data, Present results & take action

Answer 52

Marketing Research Process

Question 53

Sales Records, Customer Support Records, Accounting and Finance Information, Sales Reports, Supply Chain Information

Answer 53

Internal Company Data