exam 2 chapters 4-7 Flashcards
preparing the research report is ________ step in the marketing research process
last
Which of the following describes an experiment as a research technique?
It predicts relationships among variables in a controlled environment.
Defining the research problem is the step of the market research process that involves __________.
specifying the research objectives and identifying the consumer population of interest
In the market research process, which of the following steps occurs immediately after choosing the method to collect primary data?
Designing the sample
Collecting data is a step of the market research process that involves __________.
translating questionnaires and responses
What is reverse engineering?
The process of physically deconstructing a competitor’s product to determine how it’s put together
A technique that marketers use to generate insights for future, more rigorous studies is __________.
exploratory research
What are customer insights?
The collection, deployment, and interpretation of information that allow a business to acquire, develop, and retain its customers
A collection of raw, unorganized facts that need to be processed is __________.
data
An example of primary research is __________.
customer interviews
Which of the following describes a probability sample?
A sample in which each member of the population has some known chance of being included
What is the name for a technique that attempts to understand cause-and-effect relationships?
Causal research
________ is a technique that tests predicted relationships among variables in a controlled environment.
An experiment
An example of secondary research is __________.
customer feedback
What is market research?
The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness
Which of the following describes descriptive research?
A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations
Which of the following describes a process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information?
Marketing information system (MIS)
Defining the research problem is the __________ step in the market research process.
first
What is validity?
The extent to which research actually measures what it was intended to measure
__________ is general information that specialized firms collect on a regular basis and then sell to other firms.
Syndicated research
Identify the last step in the market research process.
Preparing the research report
What is a market intelligence system?
A method by which marketers get information about everyday happenings in the marketing environment
Which step of the market research process involves specifying the research objectives and identifying the consumer population of interest?
Defining the research problem
___________ is the cost of gaining an order in terms of the marketing investment made to turn a website visitor into a customer who has chosen to make a transaction.
Cost-per-impression
Data that (1) are typically numeric or categorical; (2) can be organized and formatted in a way that is easy for computers to read, organize, and understand; and (3) can be inserted into a database in seamless fashion are known as __________.
structured data
What is web scraping?
The process of using computer software to extract large amounts of data from websites
Which of the following describes lead nurturing?
The automated process of sending personalized and relevant content to the prospect to build their trust, making it more likely that they will eventually make a purchase
Differentiating among customers in terms of both their needs and their value to the company is the __________ step in one-to-one marketing.
second
Which of the following is a process in which analysts sift through Big Data to identify unique patterns of behavior among different customer groups?
Data mining
One application of data mining is customer retention and loyalty. Which of the following describes this application?
When the firm identifies big-spending customers and then targets them for special offers and inducements other customers won’t receive
The process of identifying one’s attitude toward a brand by assessing the context or emotion of one’s comments is __________.
sentiment analysis
__________ is the third step of the one-on-one marketing steps.
Interacting with customers and finding ways to improve cost efficiency and the effectiveness of the interaction
Which of the following is an online ad purchase in which the cost of the ad is charged only each time an individual clicks on the ad and is directed to the Web page to which the marketer linked within the ad?
Cost-per-click
What is Big Data?
A popular term to describe the exponential growth of data in massive amounts that are hard or impossible to process using traditional database techniques
Which of the following is an example of unstructured data?
Video transcripts
__________ allows an organization to customize some aspect of the goods or services it offers to each customer.
One-to-one marketing
What is search engine optimization (SEO)?
A systematic process of ensuring that your firm is returned at or near the top of lists of typical search phrases related to your business
What is information overload?
A state in which the marketer is buried in so much data that it becomes nearly paralyzing to decide which of the data provides useful information and which does not
Which of the following describes customer relationship management (CRM)?
A systematic tracking of consumers’ preferences and behaviors over time in order to tailor the value proposition as closely as possible to each individual’s wants and needs
Which of the following is a method to test the effectiveness of altering one characteristic of a marketing asset?
An A/B test
Which of the following describes cost-per-impression?
An online ad purchase in which the cost of the ad is charged each time the ad shows up on a page that the user views
What is marketing analytics?
A group of technologies and processes that enables marketers to collect, measure, analyze, and assess the effectiveness of marketing efforts
___________ are specific measures that help marketers watch the performance of their marketing campaigns, initiatives, and channels and, when appropriate, serve as a control mechanism.
Marketing metrics
What is a touchpoint?
Any connection of direct interface between customers and a company
___________ is the cost of gaining an order in terms of the marketing investment made to turn a website visitor into a customer who has chosen to make a transaction.
Cost-per-impression
Data that (1) are typically numeric or categorical; (2) can be organized and formatted in a way that is easy for computers to read, organize, and understand; and (3) can be inserted into a database in seamless fashion are known as __________.
structured data
What is web scraping?
The process of using computer software to extract large amounts of data from websites
Which of the following describes lead nurturing?
The automated process of sending personalized and relevant content to the prospect to build their trust, making it more likely that they will eventually make a purchase
Differentiating among customers in terms of both their needs and their value to the company is the __________ step in one-to-one marketing.
second
