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
