exam ch 2 Flashcards
true or false: A consequence of technological advances on organizations is the ongoing collection of data that is placed in a data warehouse and is available as primary data that could be useful for understanding business problems and for improving decisions.
false
______ technologies refer to technologies such as caller ID that are used as a means of protecting one’s privacy against intrusive marketing practices such as by telemarketers and illegal scam artists
gatekeeping
The new sets of cultural issues confronted by marketing decision makers as a result of global expansion of firms compel researchers to Blank______.
concentrate on data collection tasks, data interpretation, and information management activities
Identify the statements that validate the significant role of marketing research in strategy development.
It is being used increasingly to find new business opportunities.
It is used more and more to develop new service, product, and delivery ideas.
true or false
For analysis purposes, qualitative data does not need to be converted to structured data.
false
How do advances in gatekeeper technologies affect marketers?
They challenge marketers to find innovative methods to reach respondents.
In the context of the changing view of the marketing research process, why is the term “information research process” considered to be a more suitable name for the traditional marketing research process?
It manifests the evolving changes in the market research industry that affect organizational decision makers.
One of the many developments that affect marketing decision makers is Blank
the expansion of firms into global markets
In the context of the changing view of the marketing research process, research is being viewed as a(n) Blank
vital component in developing competitive intelligence
A good rule of thumb for determining the need for information research is to ask whether
decision makers can solve a problem based on previous experience
Which of the following are situations in which marketing research may be considered dispensable? (Check all that apply.)
When the benefits of formal research are outweighed by its costs
When there are major shortages of resources
Identify a situation in which marketing decision makers may choose to avoid research despite discovering a problem.
The time frame to effectively carry out research activities is inadequate.
Identify the significance of a situation analysis in understanding the complete problem situation.
It tries to determine the events and factors that have led to the situation, as well as any potential aftereffects.
It improves communication between researchers and decision makers.
In the context of identifying and clarifying information needs for research, one of the essential components of the problem definition process is that Blank______.
decision makers and researchers must ascertain the relevant variables
