Chapter Nine: Marketing Research

Question 1

Marketing Research

Answer 1

The process of planning, collecting, and analyzing data relevant to a marketing

Question 2

Marketing Research Problem

Answer 2

Determine what information is needed and how that information is needed and how that information can be obtained efficiently and effectively

Question 3

Marketing Research Objective

Answer 3

The Specific information needed to solve a marketing research problem; the objective should be to provide insightful decision making information

Question 4

Management Decision Problem

Answer 4

A Broad-Based problem that use marketing research in order for managers to take proper actions

Question 5

Secondary Data

Answer 5

Data previously collected for any purpose other than the one at hand

Question 6

Big Data

Answer 6

The exponential growth in the volume, variety and velocity of information and the development of complex, new tools to analyze and create meaning from such data

Question 7

Research Design

Answer 7

Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

Question 8

Primary Data

Answer 8

Information that is collected for the first time; used for solving the particular problem under investigation

Question 9

Survey Research

Answer 9

The most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

Question 10

Mall Intercept Interview

Answer 10

a survey research method that involves interviewing people in the common areas of shopping malls

Question 11

Computer-Assisted Personal Interviewing

Answer 11

An interviewing method in which the interviewer reads questions from a computer screen and enters the respondent’s data directly into the computer

Question 12

Computer-Assisted Self-Interviewing

Answer 12

An interviewing method in which a mall interviewer intercepts and directs willing residents to nearby computers where each respondent reads questions off a computer screen and directly into the computer

Question 13

Central-Location Telephone (CLT) facility

Answer 13

A specially designed phone room used to conduct telephone interviewing

Question 14

Executive Interview

Answer 14

a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services

Question 15

Focus Group

Answer 15

Seven to ten people who participate in a group discussion led by a moderator

Question 16

Open-ended questions

Answer 16

An interview question that encourages an answer phrased in the respondent’s own words

Question 17

Closed-ended questions

Answer 17

An interview question that asks the respondent to make a selection from a limited list of responses

Question 18

Scaled-Response Question

Answer 18

A closed-needed question designed to measure the intensity of a respondent’s answer

Question 19

Observation Research

Answer 19

A research method that relies on four type of observations: people watching people, people watching an activity, machines watching people, and machines watching an activity

Question 20

Mystery Shoppers

Answer 20

Researchers posing as customers who gather observational data about a store

Question 21

Behavioral Targeting (BT)

Answer 21

A form of observation marketing research that combines a consumer’s online activity with psychographic profiles compiled in databases

Question 22

Social Media Monitoring

Answer 22

The use of automated tools to monitor online buzz, chatter, and conversations

Question 23

Ethnographic Research

Answer 23

The study of human behavior in its natural context; involves observation of behavior and physical setting

Question 24

Experiment

Answer 24

A method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alternations on another variable

Question 25

Sample

Answer 25

A subset from a larger population

Question 26

Universe

Answer 26

The Population from which a sample will be drawn

Question 27

Probability Sample

Answer 27

A sample in which every element in the population has a known statistical likelihood of being selected

Question 28

Random Sample

Answer 28

A sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample

Question 29

Non-probability Sample

Answer 29

Any sample in which little or no attempt is made to get a representative cross section of the population

Question 30

Convenience Sample

Answer 30

A form of non probability sample using respondents who are convenient or readily accessible to the researcher-for example, employees, friends, or relatives

Question 31

Measurement Error

Answer 31

An error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process

Question 32

Sampling Error

Answer 32

An error that occurs when a sample somehow does not represent the target population

Question 33

Frame Error

Answer 33

An error that occurs when a sample drawn from population differs from the target population

Question 34

Random Error

Answer 34

An error that occurs when the selected sampled is an imperfect representation of the overall population

Question 35

Field Service Firm

Answer 35

A firm that specializes in interviewing respondents on a subcontracted basis

Question 36

Cross-Tabulation

Answer 36

A method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions

Question 37

Scanner-Bused Research

Answer 37

A system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion and pricing they are exposed to and the things they buy

Question 38

BehaviorScan

Answer 38

A scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market

Question 39

InfoScan

Answer 39

A scanner-based sales-tracking service for the consumer packaged-goods industry

Question 40

neuromarketing

Answer 40

A field of marketing that studies the body’s responses to marketing stimuli

Question 41

Competitive Intelligence (CI)

Answer 41

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors