Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

MARK 3000 > MARK 3000 Chapter 10 > Flashcards

MARK 3000 Chapter 10 Flashcards

1
Q

what is marketing research?

A

set of techniques and principles for systematically collecting, recording, analyzing data that can aid decision makers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

what are the steps to the research process?

A
  1. defining objectives and research needs
  2. designing the research
  3. data collection process
  4. analyzing data and developing insights
  5. action plan and implementation
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

what questions are asked during step 1 of the research process? (defining objectives and research needs)?

A
  • what info is needed to answer specific research questions?
  • how should that info be obtained?
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

what are the two types of data during step 2 of the research process (designing the research)?

A

secondary data and primary data

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

what are the two types of research for step 2 of the research process (designing the research)?

A

qualitative research and qualitative research

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

what is secondary data?

A

pieces of information collected prior to this research project; “looking things up”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

what is primary data?

A

data collected specifically for this research; creating new information

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

what are the two types of secondary data?

A

internal and external

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

what are examples of external secondary data?

A

government sources (census), syndicated data, scanner data, panel data

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

what is syndicated data?

A

data available for a fee from commercial research firms

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

what are examples of internal secondary data?

A

data warehouse and data mining

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

what is a data warehouse?

A

where data is stored

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

what is data mining?

A

the action of finding and storing data

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

what are the primary data collection techniques for qualitative data?

A
  • observation
  • in depth interviews
  • focus groups
  • social media research
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

what type of primary data collection provides initial information, and is generally in depth and unstructured?

A

qualitative methods

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

what are the two types of primary data collection?

A

qualitative and quantitative methods

17
Q

what is observation?

A

entails examining purchase and consumption through personal or video camera scrutiny or by tracking customer movements

18
Q

what is manual observation research?

A

collecting information through directly or indirectly watching and observing in natural or planned environments

19
Q

what is mechanical observation research?

A

any observation that uses some form of technology for data collection and recording

20
Q

what is ethnographic observation research?

A

observing consumers in their natural habitat (their home)

21
Q

what are in depth interviews?

A

where trained researchers ask questions, listen to their answers and then pose additional questions to clarify or expand particular issue

22
Q

what type of qualitative research method is somewhat unstructured and time consuming and costly?

A

in depth interviews

23
Q

what type of qualitative research methods has a group of 8-12 people, discusses one topic and is facilitated by a trained moderator?

A

focus groups

24
Q

what type of qualitative research method is when you monitor blogs, online communities and sentiment mine?

A

social media research

25
Q

what type of primary research method has a large number of respondents, is statically valid and can generalize?

A

quantitative research

26
Q

what are the quantitative research methods?

A
  • experiments
  • surveys
  • scanner / panel
27
Q

what type of quantitative research method is when you are changing a variable and analyzing results ?

A

experiments

28
Q

what is the most popular type of quantitative primary data collection?

A

survey research

29
Q

what are some considerations to survey reasearch?

A
  • the types of questions
  • the wording of questions
30
Q

what type of questions do you avoid in a survey?

A
  • leading
  • double barreled
  • jargon or inappropriate terminology
  • consumer unable to answer
31
Q

what step in the research process is when you convert data into information to explain, predict and/or evaluate a particular situation ?

A

step 4: analyzing data and developing insights

32
Q

what are the aspects of step 5 of the research process (action plan and implementation)?

A
  • executive summary
  • body
  • conclusions
  • limitations
  • supplements including tables, figures and appendices
33
Q

what is big data?

A

data sets that are too large and complex to analyze with conventional software

34
Q

what are the 4 V’s of big data?

A
  • volume
  • variety
  • velocity
  • veracity

MARK 3000 (9 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions