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Marketing Research > Chapter3_4MARKETINGRESEARCH > Flashcards

Chapter3_4MARKETINGRESEARCH Flashcards

1
Q

What are the 4 natures of data?

A

Secondary, primary, internal, external

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2
Q

What is the difference between internal and external data?

A

Internal is info origniating within the company

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3
Q

What are some advantages of secondary data?

A

Clarify problem, may provide solution, may provide primary research alternatives, may alert researcher of potential problems, may provide background info and build credibility, may provide sample frame

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4
Q

What are some limitations of secondary data?

A

Lack of availability, lack of relevance, insufficiency and timliness

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5
Q

What is a collection of related information developed from data within the organization?

A

internal database

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6
Q

What is the fastest growing use of internal databases?

A

database marketing

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7
Q

What does database marketing rely on?

A

creation of a large computerizedfile of customers’ and potention customers’ profilesand purchase patterns to create a targeted marketing mix

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8
Q

What is micromarketing?

A

Database marketing that can get a customized, individual message simultaneously via direct mail

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9
Q

What are 2 advantages to creating a database from a website?

A

customer’s link to an online store is a two-way electronic link and allows online merchant to gather info about the customer

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10
Q

What is a text file placed on user’s computer to identify the user when there is a return visit to web site?

A

Cookies

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11
Q

What is a nerual network?

A

A computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data

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12
Q

What is the use of statistical and other advanced software to discover nonobvious patterns hidden in a database

A

Data Mining

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13
Q

What are 4 potential uses of data mining in marketing?

A

Customer acqusition, customer retention, customer abandonment, market basket analysis

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14
Q

What is the use of online and offline data to understand a consumer’s habits, demographics, and social networks in order to increase the effectiveness of online advetising?

A

Behavioral targeting

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15
Q

What are 4 battles over privacy?

A

Privacy policies will be mandatory, clear choice to “opt in or out”, ability to collect sensitive info, penalities for noncompliance

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16
Q

What aret some ways ways to find secondary research on the internet?

A

Search engines, sites of interest to marketers, periodical newspaper and book databases, newsgorups

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17
Q

What are some federal laws passed to protect consumers from indentity theft?

A

Gramm-Leach-Bliley Act, HIPAA, Fair Credit Reportnig Act, Children’s Online privacy protection act

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18
Q

What is a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing firms?

A

Marketing research aggregator

19
Q

What are some companies that offer databases?

A

Claritas International, InfoUSA

20
Q

What is information management?

A

System for capturing, processing, and storing data so it can be found and retrieved when needed for decision making

21
Q

What is a Geographic information system include?

A

A demographic database, digitized maps, and software that enables users to add corporate data to the mix

22
Q

What a system that supports the needs and styles of individual decision makers?

A

Decision support systems

23
Q

What are 4 characteristics of a decision support system?

A

Interactive, flexible, easy to learn and use, and discover-oriented

24
Q

What is qualitative research?

A

Findings not subject to quantification. To examine attitudes, feelings, and motivations

25
Q

What is quantitative research?

A

Results subject to quantification. To find statistically significant differences

26
Q

Why is qualitative research popular?

A

Less expensive, ability to better understanding motivations, improved efficiency, often used w/ quantitative research

27
Q

What type of research is used for each: qualitative and quantitative research

A

Qualitative= exploratory_Quantitative=Descriptive,causal

28
Q

What are some limitations of qualitative research?

A

Doesn’t identify small differences in marketing mix, not representing large population, small samples, inability to validate and replicate research

29
Q

What is a focus group defined?

A

A group of 8-12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept

30
Q

What is the goal of focus groups?

A

To learn and understand what people have to say about topic of interest?

31
Q

What is the most popular aspect of qualitative research?

A

Focus Groups

32
Q

How popular are focus groups?

A

Marketing research firms, advertising agencies, and consumer manufacturers use them, research expenditures are focus groups, allow researchers to experience emotional framework

33
Q

What are the steps in conduction a focus group?

A

Prepare for the group, select a moderator and create discussion guide, conduct the group, prepare focus group report

34
Q

What are 3 advantages of focus groups?

A

interaction from respondents, offers opportunity to observe participants, quicker than other research types

35
Q

What are important focus group aspects?

A

Setting or facility, participants, trained moderator, appropriate discussion guide, length, report

36
Q

What is an advantage and disadvantage of focus groups?

A

Adv= get people from different geo areas_ disadv= not being in same room

37
Q

What are one-on-one interviews that probe and elicit detailed answers to quesitons, often using nondirective techniques to uncover hidden motivations

A

Individual depth interviews

38
Q

What are is an advantage and disadvantage of Depth Interviews?

A

Adv= spend more time with participant_ disadv= difficult to bring groups together and higher costs

39
Q

What are some determinants of depth interviews?

A

Skills of interviewer, proper interpretation, lack of popularity of depth interviewing

40
Q

What are some classic applications of depth interviews?

A

Communication checks, sensory evaluation, exploratory research, new product development, packaging or usage research

41
Q

What is customer care research?

A

Depth interviewing to understand the dynamics of the purcahse process

42
Q

What is hermeneutic research?

A

Research that focuses on interpretation through conversations

43
Q

What is projective techniques defined?

A

To delve below surface response to obtain true feelings, meanings, and motivation

44
Q

What are some types of projective tests?

A

Word assocation tests, sentence and story completion, photo and cartoon tests, storytelling, and third-person techniques

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