Marketing CH 4

Question 1

What is Internal Database?

Answer 1

Collection of consumer/market info obtained from data sources within the company’s network.

Question 2

Internal Database (Advantages)

Answer 2

Having info provide insight and competitive advantages
Provide data on sale transaction
Access quickly and cheaply

Question 3

Internal Database (Disadvantages)

Answer 3

Causes Problems
Internal info collected for other purposes
Can be incomplete info
Wrong form for marketing decision
Data ages quickly
Keeping current database requires more effort
Large companies requires equipment and techniques

Question 4

What is Competitive Marketing Intelligence?

Answer 4

Systematic collection and analysis of publicity available info about consumers, competitors, and developments in the marketing environment.

Question 5

Steps in Marketing research process?

Answer 5

(DDII)
Define Problem
Design Research
Implement Research
Interpreting

Question 6

What is Exploratory Research?

Answer 6

Gather info that will help define problem and suggest hypothesis

Question 7

What is Descriptive Research?

Answer 7

Describe marketing Problems, attitude of customers

Question 8

What is Casual Research?

Answer 8

Test hypothesis about cause and effect relationship

Question 9

What is Primary Data?

Answer 9

Info collected for specific purpose at hand

Question 10

What is Secondary Data?

Answer 10

Info that already exists. Collected for another purpose

Question 11

What is Ethnography?

Answer 11

to watch and interact with consumers in natural environment