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Marketing Info. Research > Exam 1 - Chapters 1-4 Mrkt Research > Flashcards

Exam 1 - Chapters 1-4 Mrkt Research Flashcards

1
Q

Data?

A

Raw Information

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2
Q

Information?

A

Includes reorder points

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3
Q

Intelligence Distinctions?

A

Software program used to pullout information

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4
Q

Objective?

A

Unbiased

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5
Q

Systematic?

A

Planned

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6
Q

Steps in Scientific Method?

A

Make an Observation, Form a Hypothesis, Test or Empirical Observation, Theory or Conclusion

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7
Q

Applied and basic research?

A

Applied Research: Conducted to address a practical issue

Basic Research: Conducted to expand the limits of human knowledge

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8
Q

Difference between applied and basic research?

A

Applied to solve practical problems, basis is to expand human knowledge

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9
Q

Product oriented?

A

Superiority of Product

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10
Q

Production Oriented?

A

Superiority of process efficiency and or effectiveness

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11
Q

Marketing Oriented?

A

Providing value from the customer’s point of view

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12
Q

Meaning of the elements of marketing orientation?

A

Most companies are a mixture of both

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13
Q

Situations in which marketing research is not necessary?

A

5) Too quick, done many times, not worth it, amount of knowledge is not worth it,

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14
Q

Characteristics of valuable information?

A

Relevance, quality, timeliness, completeness

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15
Q

Relevance?

A

Relate to the decision/situation at hand; data “fits”

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16
Q

Quality?

A

Represent the true situation(accurate, reliable, valid)

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17
Q

Timeliness?

A

Current enough to be relevant

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18
Q

Completeness?

A

Not missing important parts or subsets

19
Q

Symptom?

A

Observable cues that serve as a signal of a problem

20
Q

Problems?

A

A situation that makes some negative consequence more likely

21
Q

Opportunity?

A

Situation that makes some competitive advantage possible

22
Q

Exploratory research?

A

Conducted to clarify an ambiguous situation or discover ideas that may be potential business opportunities

23
Q

Descriptive Research?

A

Describes the characteristics of objects, people, groups, organizations, or environments tries to “paint a picture”

24
Q

Causal Research?

A

Research which seeks to identify and measure cause-and-effect relationships

25
Q

Available Exploratory Research techniques?

A

Expert interviews, Focus Groups, Pilot Study, Secondary Research

26
Q

Requirements of causality?

A

Temporal Sequence: a occurs before b
Concomitant Variation: a and b vary in a consistent and predictable fashion
Absence of Confounding Variable (or “spurious association”): there is no other variable which influences a and/or b

27
Q

Characteristics of exploratory research?

A

May not be representative of early research

28
Q

Relationship to Correlation?

A

Correlation is two things happen together, they don’t always cause one another

29
Q

Independent vs Dependent Variable?

A

independent variable = is one your changing. Dependent = thing your looking for from the result

30
Q

Advantages to research by outside agencies?

A 
Fresh perspective(avoid groupthink)
Objectivity(job loss potential; executive bias)
Special Expertise in subject matter, methodology, or geography
31
Q

Disadvantages to research by outside agencies?

A

Expensive, slower

32
Q

Syndicated Research?

A 
Recurring Market share, quality)
		Ad Hoc (multi-client study) - Whats the walnut market going to be in Kazahakstan
33
Q

Standardized Research?

A 
Proprietary Technology (Eg research funding)
Proprietary Methodology (e.g. robustness)
34
Q

Custom Research?

A

Zero-based approach

35
Q

Utilitarianism?

A

English Enlightenment

36
Q

Deontology?

A

the study of the nature of duty and obligation.

37
Q

Cultural relativism?

A

.civilization is not something absolute, but … is relative, and … our ideas and conceptions are true only so far as our civilization goes.

38
Q

Ethical Dilemmas?

A

a complex situation that often involves an apparent mental conflict between moral imperatives, in which to obey one would result in transgressing another.

39
Q

Dilemma of observational research?

A

Get their consent, they know their being watched so they behave differently

40
Q

Rights of participants in research?

A

Confidentiality, Right to refuse, Do not call lists

41
Q

Examples of descriptive research?

A

The men’s fragrance market

  • is one-third the size of the women’s fragrance market
    • is growing at a faster pace than the women’s market
    • Women purchase 80% of men’s fragrance
42
Q

Examples of causal research?

A

Dependent variable is sales.

Independent variable might be almost anything

43
Q

Types of pseudo-research?

A

undertaken only to prove or support a point of view

Marketing Info. Research (4 decks)

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