Chapter 7

Question 1

marketing research

Answer 1

Procedures that develop and analyze new information about a market

Question 2

Marketing information system (MIS)

Answer 2

An organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions

Question 3

They anticipate the information they will need. They work to develop a _______________________ that is available and quickly accessible from an MIS when it’s needed

Answer 3

continual flow of information

Question 4

Advances in information technology have ushered in ________ improvements in marketing information systems

Answer 4

radical

Question 5

intranet

Answer 5

A system for linking computers within a company

*Maintains security, access to websites or data on an intranet is usually limited to employees

Question 6

data warehouse

Answer 6

A place where databases are stored so that they are available when needed

An MIS system organizes incoming information into a data warehouse

Question 7

Decisoin support system (DSS)

Answer 7

A computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions

Question 8

search engine

Answer 8

a computer program that helps a marketing manager find information

Question 9

Marketing dashboard

Answer 9

Displays up-to-the-minute marketing data in an easy-to-read format

Question 10

Marketing model

Answer 10

A statement of relationships among marketing variables

The manager can look at the sales (and costs) expected with different types of promotion and select the marketing mix that is best for that target market

Question 11

Sales analysis

`

Answer 11

A detailed breakdown of a company’s sales records

Question 12

Scientific method

Answer 12

A decisoin-making approach that focuses on being objective and orderly in testing ideas before accepting them

Marketing research is guided by the scientific method

Question 13

Hypotheses

Answer 13

Educated guesses about the reltationships between things or about what will happen in the future

Question 14

Marketing research process

Answer 14

Five-step application of the scientific method that includes:

1. Defining the problem
2. Analyzing the situation
3. Getting problem-specific data
4. Interpreting the data
5. Solving the problem

Question 15

Situation analysis

Answer 15

An informal study of what information is already available in the problem area

Can help define the problem and specify what additional information, if any, is needed

Question 16

secondary data

Answer 16

information that has been collected or published already

Question 17

primary data

Answer 17

information specifically collected to solve a current problem

Question 18

research proposal

Answer 18

A plan that specifies what information will be obtained and how

Question 19

Two basic methods for obtaining information about customers:

Answer 19

Questioning and Observing

Question 20

Qualitative research

Answer 20

Seeks in-depth, open ended responses, not yes or no answers

The researcher tries to get people to share their thoughts on a topic–without giving them many directions or guidelines about what to say

Question 21

Focus group interview

Answer 21

Most widely used form of qualitative questioning in marketing research

Involves interviewing 6 to 10 people in an informal group setting

Open ended questions

Question 22

Quantitative research

Answer 22

Seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics

Question 23

Response Rate

Answer 23

The percentage of people contacted who complete the questionnaire

Question 24

Consumer panels

Answer 24

A group of consumers who provide information on a continuing basis

Question 25

Experimental method

Answer 25

Researchers compare the responses of two (or more) groups that are similar except on the characteristic being tested

Question 26

Statistical packages

Answer 26

Easy-to-use computer programs tha analyze data

Question 27

confidence intervals

Answer 27

The range on either side of an estimate that is likely to contain the true value for the whole populatioin

Question 28

Validity

Answer 28

Concerns the extent to which data measures what it is intended to measure