Marketing

Question 1

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

Answer 1

Causal research

Question 2

Collect data from a variety of sources and store it in a one accessible location.

Answer 2

Data warehouses

Question 3

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 3

Descriptive research

Question 4

Trained observers interact with and/or observe consumers in their natural habitat.

Answer 4

Ethnographic research

Question 5

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

Answer 5

Experimental research

Question 6

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

Answer 6

Exploratory research

Question 7

consist of electronic databases and non-electronic information and records of
consumer and market information obtained from within the company.

Answer 7

Internal data

Question 8

are like the instrument panel in a car or plane, visually displaying real-time indicators to
ensure proper functioning.

Answer 8

Marketing dashboards

Question 9

consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers

Answer 9

A marketing information system (MIS)

Question 10

Everyday information about developments in the marketing environment that help
managers to prepare and adjust marketing plans.

Answer 10

Marketing intelligence

Question 11

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

Answer 11

Marketing research

Question 12

Hospitality companies often hire disguised or mystery shoppers to pose as customers and
report back on their experience.

Answer 12

Mystery shoppers

Question 13

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

Answer 13

Observational research

Question 14

Information collected for the specific purpose at hand.

Answer 14

Primary data

Question 15

A segment of a population selected for marketing research to represent the population as a whole;
Offer of a trial amount of a product to consumers.

Answer 15

Sample

Question 16

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

Answer 16

Secondary data

Question 17

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

Answer 17

Survey research

Question 18

exert the broadest and deepest influence on consumer behavior

Answer 18

Cultural factors

Question 19

A group to which a person wishes to belong.

Answer 19

Aspirational group

Question 20

A person’s enduring favorable or unfavorable cognitive evaluations, emotional feelings, and
action tendencies toward some object or idea

Answer 20

Attitude

Question 21

A descriptive thought that a person holds about something

Answer 21

Belief

Question 22

The set of beliefs consumers hold about a particular brand

Answer 22

Brand Image

Question 23

Cultivating opinion leaders and getting them to spread information about a product to
others in their community

Answer 23

Buzz marketing

Question 24

Buyer discomfort caused by postpurchase conflict

Answer 24

Cognitive dissonance

Question 25

The set of basic values, perceptions, wants, and behaviors learned by a member of society
from family and other important institutions

Answer 25

Culture

Question 26

The stages through which families might pass as they mature

Answer 26

Family life cycle

Question 27

Two or more people who interact to accomplish individual or mutual goals

Answer 27

Group

Question 28

Changes in a person’s behavior arising from experience

Answer 28

Learning

Question 29

A person’s pattern of living as expressed in his or her activities, interests, and opinions

Answer 29

Lifestyle

Question 30

Groups that have a direct influence on a person’s behavior and to which a person belongs.

Answer 30

Membership groups

Question 31

A need that is sufficiently pressing to direct a person to seek satisfaction of that need

Answer 31

Motive

Question 32

Online social communities—blogs, social networking, Web sites, or even virtual worlds—
where people socialize or exchange information and opinions.

Answer 32

Online social networks

Question 33

People within a reference group who, because of special skills, knowledge, personality, or
other characteristics, exert influence on others

Answer 33

Opinion leaders

Question 34

A person’s distinguishing psychological characteristics that lead to relatively consistent and
lasting responses to his or her environment

Answer 34

Personality

Question 35

Groups that have a direct (face-to-face) or indirect influence on a person’s attitude or
behavior

Answer 35

Reference groups

Question 36

The activities that a person is expected to perform according to the persons around him or
her

Answer 36

Role

Question 37

Self-image, the complex mental pictures people have of themselves

Answer 37

Self-concept

Question 38

Relatively permanent and order divisions in a society whose members share similar values,
interests, and behaviors

Answer 38

Social classes

Question 39

A group of people with shared value systems based on common life experiences and situations

Answer 39

Subculture