Learning To Manage Marketing Information

Question 1

Defined as “people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Answer 1

Marketing Information System (MIS)

Question 2

Electronic collections of information obtained from data sources within the company.

Answer 2

Internal database

Question 3

The systematic collection and analysis of public available information about competitions and developments in the marketing environment.

Answer 3

Marketing Intelligence

Question 4

1. Defining the problem and research objective
2. Developing the research plan for collecting information
3. Implementing the research plan-collecting & analyzing the data
4. Interpreting & reporting the findings

Answer 4

The Marketing research process

Question 5

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Answer 5

Marketing research

Question 6

What are the three types of research objective?

Answer 6

1. Exploratory research
2. Descriptive research
3. Causal research

Question 7

Marketing research to gather preliminary information that will help define problems and suggest hypotheses.

Answer 7

Exploratory research

Question 8

Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.

Answer 8

Descriptive research

Question 9

Marketing research to test hypotheses about cause-and-effect relstionships.

Answer 9

Causal research

Question 10

Information that already exist somewhere, having been collected for another purpose.

Answer 10

Secondary data

Question 11

Information collected for the specific purpose at hand.

Answer 11

Primary data

Question 12

Computerized collections of information available from online commercial sources or via the internet.

Answer 12

Online database

Question 13

What are the search approaches for gathering primary data?

Answer 13

1. Observation research
2. Survey research
3. Experimental research
4. Focus group interviewing
5. Online (internet) marketing research

Question 14

The gathering of primary data by observing relavant people, actions, and situations.

Answer 14

Obsevational research

Question 15

The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Answer 15

Survey rsearch

Question 16

The gathering of primary data by selecting matched group of subjects, giving them different treatments, controlling related factors, and checking for different in group responses.

Answer 16

Experimental research

Question 17

Personal interviewing thst involves inviting 6 to 10 people to gather for s few hours with a trained interview to talk about a product, service, or organization. The interview “focuses” the group discuss important issues.

Answer 17

Focus group interviewing

Question 18

Collecting primary data through internet surveys and online focus groups.

Answer 18

Online (internet) marketing research

Question 19

A segment of the population selected for marketing research to represent the population as a whole

Answer 19

Sample

Question 20

Types of samples

Answer 20

Probability sample

Non probability sample

Question 21

Types of probability sample

Answer 21

Simple random sample

Stratified random sample

Question 22

Every member of the populstion has a known and equal chance of selection.

Answer 22

Simple random sample

Question 23

The population is divided into mutually exclusive groups (such as age groups), and random samples are dawn from each group. The population is divided into mutually exclusive groups (such as blocks), and the researcher draws s sample of the groups to interview.

Answer 23

Stratified random sample

Question 24

Types of non probability sample

Answer 24

Convenience sample
Judgement sample
Quota sample

Question 25

The researcher selects the easiest population members from which to obtain information.

Answer 25

Convenience sample

Question 26

The researcher use his or her judgment to select population members who are good prospects for accurate information.

Answer 26

Judgment sample

Question 27

The research finds and interviews a prescribed number of people in each of several categories.

Answer 27

Quota sample

Question 28

The researcher puts the marketing research plan into action.

Answer 28

Implementing the research plan

Question 29

Market researcher must now interpret thr findings, draw conclusions, and report them to management.

Answer 29

Interpreting and reporting the findings

Question 30

The overall process of building and maintaining profitable customer relstionships by delivering superior customer value and satistaction.

Answer 30

Customer relationship management (CRM)