IMR

Question 1

Marketing concept

Answer 1

Business philosophy based on customer orientation, goals orientation and system orientation

Question 2

Marketing mix

Answer 2

unique blend of product, price, promotion and distribution strategies to meet the need of a market

Question 3

Marketing research

Answer 3

collection of data relevant to marketing decision making and the communication of results to management –> descriptive, diagnostic and predictive function

Question 4

Return on quality

Answer 4

quality being delivered is at a level desired by the target market and must have a positive impact of profitability

Question 5

User generated programmed content (UGC)

Answer 5

social media to follow peoples preferences

Question 6

Applied research

Answer 6

programmatic research, selective research, evaluative research

Question 7

Programmatic research

Answer 7

research to develop a strategy for marketing options through market segmentation, consumer attitude, etc.–> arises from managements need to obtain a market overview periodically

Question 8

Selective research

Answer 8

research used to test decision alternatives –> usually used when several options have been identified by programmatic research

Question 9

Evaluative research

Answer 9

research done to assess program performance

Question 10

situation analysis

Answer 10

studying decision-making environment within which the marketing research will take place

Question 11

exploratory research (qualitative)

Answer 11

research conducted to increase the understanding of a concept, to clarify the exact nature of the problem or to identify important variables to be studies (! Obtaining insights to clarify problems)

Question 12

pilot study

Answer 12

whether crucial components of the main study will be feasible

Question 13

iceberg principle

Answer 13

do not stop at the symptoms of the problem, go deeper

Question 14

marketing research problem

Answer 14

statement specifying the type of information needed to help solve the problem and how that info can be obtained efficiently and effectively

Question 15

marketing research objective

Answer 15

goal statement defining the specific info needed to solve the marketing research problem

Question 16

management decision making

Answer 16

statement specifying the type of managerial action required to solve the marketing research problem

Question 17

marketing research process

Answer 17

1. problem identification
2. creating the research design
3. choosing the model of research
4. selecting the sampling procedure
5. collection of data
6. analysis of data
7. presentation of report
8. follow up

Question 18

decision problem

Answer 18

“What shall we do?” (Should we introduce the amazon echo in the NL?)

Question 19

research problem

Answer 19

“what Information do we need?” (What are dutch consumers purchase intentions?)

Question 20

temporal sequence

Answer 20

an appropriate causal order of events

Question 21

concomitant variation

Answer 21

degree to which a presumed cause and a presumed effect occur of vary together

Question 22

spurious association

Answer 22

relationship between a cause and effect caused by a other causal factor.

Question 23

digresser

Answer 23

cannot stay on topic, the moderator needs to redeem him

Question 24

withholder

Answer 24

answers questions very briefly, the moderator should encourage them

Question 25

ruminator

Answer 25

spends a lot of time thinking about the questions and how to answer them