Fill in the Blank Flashcards
The application of the scientific method in searching for the truth about market and marketing
phenomena is called
marketing research
_____ orientation recognizes that multiple parties are affected by firm decisions
stakeholder
_____ are recorded facts or measures of certain phenomena
data
______ is a collection of raw data arranged logically and organized in a form that can be stored
and processed by a computer
database
______ are small data files that record a user’s web usage history
cookies
in the opening case of Chapter 1, the technology brand featured is
apple
A _______ is a situation that makes some potential competitive advantage possible
market opportunity
_______ research aims to clarify ambiguous situations or discover ideas that may amount to
true business opportunities
exploratory
______ data is the fourth stage in the marketing research process
collecting
______ involves any procedure that draws conclusions based on measurements of a portion of
the entire population
sampling
The example of Rite Aid drug stores testing a new store layout is part of the exploratory research
design called
concept testing
_______ represents ways of studying cultures through methods that involve becoming
highly active within that culture
Ethnography
A one-on-one interview between a professional researcher and a research respondent is called
Depth Interview
______ error results from some imperfect aspect of the research design or from a mistake in
the execution of the research
sampling
________ bias is the tendency for a respondent to maintain a consistent response style often
tending to try to go along and agree with the viewpoint of a survey
Acquiescence
________ is a situation in which one chooses from alternative courses of actions, each
with different ethical implications
ethical dilemma
______are the principles that reflect beliefs about what is ethical and what is
unethical
moral standards
______ ethics is the application of morals to behavior related to the exchange environment
marketing
______ refers to the fact that common products like cars, appliances, etc., are
connected to the Internet and provide large amounts of data for marketing research
internet of things
_______ are commercial providers of marketing research services.
research suppliers
_______ questions pose a problem and ask respondents to answer in their own words.
open-ended
A _____ is an investigation involving measurement of all the individual elements that make up
the population - a total enumeration rather than a sample
census
______ questions provide a clue to jog the respondent’s memory
aided recall
Order _____ results when a particular sequencing of questions affects the way a person responds
or when the choices provided as answers favor one response over another
bias
______ sampling refers to sampling by obtaining people or units that are conveniently
available
Convenience
In ______ sampling, a subsample is drawn using simple random sampling within each
stratum
Stratified
reliability
is an indicator of a measure’s internal consistency
A Fahrenheit temperature scale is a classic example of_____ scale of measurement
interval
Airport terminals are identified by Terminals A, B, or C. This scale of measurement is called
nomnial
______ is the long-run relative frequency with which an event will occur
probability
______ statistics allow inferences about a whole population from a sample
inferential
_______ is the long-run relative frequency with which an event will occur
Probability
______ is the distance between the smallest and the largest values of a frequency distribution
range
A _______ is a graphical way of showing the frequency distribution in which the height of a
bar corresponds to the frequency of a category
histogram
_____ statistical analysis tests hypotheses involving two variables
bivariate
Type ____ error occurs when a condition that is really true in the population is rejected based on
statistical observations
1
Type ___ error occurs when a condition that is not true in the population is accepted based on
statistical observations
2
_____ test involves comparing the observed frequencies with the expected frequencies in
each cell of the table
Chi-Square
ANOVA stands for ______
Analysis of Variance
A ______ indicates the percentage of population elements that successfully meet a criterion
for membership in a category
proportion
