Chapter 7

Question 1

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.

Answer 1

market research

Question 2

Criteria or standards used in evaluating proposed solutions to the problem.

Answer 2

measures of success

Question 3

In a decision, the restrictions placed on potential solutions to a problem.

Answer 3

constraints

Question 4

a picture or verbal description of a product or service the firm might offer for sale.

Answer 4

new-product concept

Question 5

the approaches that can be used to collect data to solve all or
part of a problem.

Answer 5

methods

Question 6

The facts and figures related to the project that are divided into two main parts: secondary data and primary
data.

Answer 6

data

Question 7

Facts and figures that are newly collected for the project.

Answer 7

primary data

Question 8

relate to the effort expended to make sales.

Answer 8

marketing input data

Question 9

relate to the results of the marketing efforts.

Answer 9

marketing outcome data

Question 10

Facts and figures obtained by watching how people actually behave, using mechanical, personal, or neuromarketing data collection methods.

Answer 10

observational data

Question 11

where live or work.

Answer 11

geographical segmentation

Question 12

objective classification.

Answer 12

demographic segmentation

Question 13

observable action.

Answer 13

behavioral segmentation

Question 14

compete on similar products.

Answer 14

head-to-head positioning

Question 15

seek a less-competitive market.

Answer 15

differentiation positioning

Question 16

Asking a group for input.

Answer 16

sampling

Question 17

To generalize the results to larger group.

Answer 17

statistical interference

Question 18

Results of marketing efforts.

Answer 18

marketing outcome data

Question 19

The cause (drivers).

Answer 19

independent variable

Question 20

the presentation of analysis results.

Answer 20

data visualization

Question 21

an organization that converts data into information.

Answer 21

intelligent enterprise

Question 22

estimates the value without any intervening steps.

Answer 22

direct forecast

Question 23

starts with the last known value and lists factors that could affect the forecast.

Answer 23

lost-horse forecast

Question 24

extends a past pattern into the future.

Answer 24

trend extrapolation

Question 25

when the pattern is a straight line.

Answer 25

liners trend extrapolation

Question 26

Facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors.

Answer 26

questionnaire data

Question 27

a specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their “natural use environment.” such as in their home or car.

Answer 27

ethnographic research

Question 28

a vague, broad term generally used to describe large amounts of data collected from a variety of sources and analyzed with an increasingly sophisticated set of technologies.

Answer 28

big data

Question 29

Includes all of the
computing resources that collect, store, and analyze data

Answer 29

information technology

Question 30

The practice of examining large databases to find statistical relationships between consumer purchasing patterns and marketing actions.

Answer 30

data mining

Question 31

Based on statistical models that use data mining and probability analysis to foretell outcomes.

Answer 31

predictive modeling

Question 32

The total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts.

Answer 32

sales forecast