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MKT > Chapter 5: Marketing Research > Flashcards

Chapter 5: Marketing Research Flashcards

1
Q

Comparing two product versions to see which one performs better

A

A/B Testing

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2
Q

Measures how well and advertising campaign meets objectives

A

Advertising Effectiveness Studies

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3
Q

Tracking and compile individual consumer behaviors using technology.

A

Behavioral Targeting

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4
Q

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

A

Big Data

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5
Q

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

A

Blog Mining

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6
Q

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

A

Causal Research

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7
Q

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

A

Competitive Intelligence

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8
Q

Sample drawn from easily accessible individuals

A

Convenience Sample

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9
Q

Examining responses from a single question in relation to other questions

A

Cross-tabulation

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10
Q

Represents the process of achieving a goal with a company

A

Customer Journey Map

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11
Q

Data put into a graphic

A

Data Visualization

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12
Q

Allows the access and use of stored information

A

Decision Support System (DSS)

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13
Q

Estimates consumer demand and its causes

A

Demand Analysis

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14
Q

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

A

Depth Interview

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15
Q

Researches customer behavior

A

Descriptive Research

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16
Q

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

A

Ethnographic Research

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17
Q

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

A

Exploratory Research

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18
Q

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

A

Facial Coding

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19
Q

Examines how an interventions impact

A

Field Experiment

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20
Q

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

A

Focus Group

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21
Q

Colored regions overlaid on a image

A

Heat Map

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22
Q

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

A

Marketing Information System

23
Q

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

A

Marketing Research

24
Q

Brief expressions that occur when a emotion is experienced

A

Microexpression

25
Q

Marketing research taken through participants mobile devices

A

Mobile Marketing Research

26
Q

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

A

Moment of Truth

27
Q

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

A

Mystery Shoppers

28
Q

Using neuroscience to understand customer responses to stimuli

A

Neuromarketing

29
Q

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

A

Nonprobability Sampling

30
Q

Watching and recording behavior of others for relevant information.

A

Observation Research

31
Q

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

A

Panel Data

32
Q

Represents the key traits and motivations of a customer base

A

Persona

33
Q

Tools, techniques and algorithms used to recognize patterns

A

Predictive Analytics

34
Q

Data used for the research problem

A

Primary Data

35
Q

Sampling where every person has a change of being selected

A

Probability Sampling

36
Q

Research based on quality’s of market phenomena

A

Qualitative Research

37
Q

Producing identical results over and over

A

Reliability (of research)

38
Q

Estimates how much of a product will sell

A

Sales Forecasting

39
Q

A small group representing a larger population

A

Sampling

40
Q

Data from UPC codes

A

Scanner Data

41
Q

Information used prior to a study

A

Secondary Data

42
Q

A short essay responding to specific open-ended questions

A

Semi-structured interview

43
Q

Target population has an equal chance of selection

A

Simple random sampling

44
Q

Collecting primary data from a sample of people

A

Survey

45
Q

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

A

Validity

46
Q

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

A

ways to organize new products

47
Q

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

A

The seven stages of new-product development

48
Q

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

A

Ways to reduce new product failures

49
Q

Awareness, Interest, Evaluation, Trial, Adoption

A

Five stages of the consumer-adoption process

50
Q

Competitive Advantage, Compatibility, Observability, Complexity,Trialability

A

Characteristics that affect the adoption rate

51
Q

Product, Place, Promotional, and Price

A

Four Ps of Marketing

52
Q

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

A

Marketing Research Process

53
Q

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

A

Internal Company Data

MKT (8 decks)

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