marketing ch.8

Question 1

Marketing Research

Answer 1

the process of defining a marketing problem/opportunity and systematically analyzing info to recommend actions

Question 2

5 step process

Answer 2

define the problem, develop research plan, collect info, develop findings, take marketing action

Question 3

Define the problem

Answer 3

set objectives, identify possible actions

Question 4

Exploratory research

Answer 4

when defining the problem, provides ideas about relatively vague problem

Question 5

Descriptive research

Answer 5

when defining the problem, trying to find the frequency that something occurs or extent of a relationship

Question 6

Causal Research

Answer 6

when defining the problem, most sophisticated research. Tries to determine the extent to which the change in one factor changes the other

Question 7

Measures of Success

Answer 7

criteria used in evaluating proposed solutions (ex. amount of time child plays with toy)

Question 8

Constraints

Answer 8

restrictions placed on potential solutions

Question 8

Constraints

Answer 8

restrictions placed on potential solutions

Question 9

Concepts

Answer 9

ideas about the products/services used to get reactions

Question 9

Concepts

Answer 9

ideas about the products/services used to get reactions

Question 10

Methods

Answer 10

approaches that can be used to collect data to solve all or part of a problem

Question 10

Methods

Answer 10

approaches that can be used to collect data to solve all or part of a problem

Question 11

Collect Relevent Info

Answer 11

Obtain Secondary Data

Obtain Primary Data

Question 11

Collect Relevent Info

Answer 11

Obtain Secondary Data

Obtain Primary Data

Question 12

Secondary Data

Answer 12

Facts/figures that have already been recorded before

Question 12

Secondary Data

Answer 12

Facts/figures that have already been recorded before

Question 13

Internal/External data

Answer 13

internal: marketing inputs and outcomes. External is thigns like census

Question 13

Internal/External data

Answer 13

internal: marketing inputs and outcomes. External is thigns like census

Question 14

Primary Data

Answer 14

facts/figures collected for the project

Question 14

Primary Data

Answer 14

facts/figures collected for the project

Question 15

Observational data

Answer 15

obtained by watching people in some way

Question 15

Observational data

Answer 15

obtained by watching people in some way

Question 16

Mechanical Methods

Answer 16

Type of obeservational data gathering. like TV measurer

Question 16

Mechanical Methods

Answer 16

Type of obeservational data gathering. like TV measurer

Question 17

Personal Methods

Answer 17

type of observational data gathering. like the mystery shopper

Question 17

Personal Methods

Answer 17

type of observational data gathering. like the mystery shopper

Question 18

Neuromarketing

Answer 18

type of observational data gathering used when analyzing brain

Question 18

Neuromarketing

Answer 18

type of observational data gathering used when analyzing brain

Question 19

Individual Interviews

Answer 19

for idea generation. single researcher, one respondent

Question 19

Individual Interviews

Answer 19

for idea generation. single researcher, one respondent

Question 20

Depth interviews

Answer 20

for idea generation.researchers ask lengthy free flowing kinds of questions

Question 20

Depth interviews

Answer 20

for idea generation.researchers ask lengthy free flowing kinds of questions

Question 21

Focus Groups

Answer 21

for idea generation. 6-10 customers

Question 21

Focus Groups

Answer 21

for idea generation. 6-10 customers

Question 22

Idea evaluation methods

Answer 22

mostly questionaires

Question 22

Idea evaluation methods

Answer 22

mostly questionaires

Question 23

Open ended questions

Answer 23

allows respondents to express in own words

Question 23

Open ended questions

Answer 23

allows respondents to express in own words

Question 24

closed ended questions

Answer 24

requires respondents to select from optiomns

Question 24

closed ended questions

Answer 24

requires respondents to select from optiomns

Question 25

Dichotomous question

Answer 25

yes/no

Question 25

Dichotomous question

Answer 25

yes/no

Question 26

scales

Answer 26

answer 1-10

Question 26

scales

Answer 26

answer 1-10

Question 27

semantic differential scale

Answer 27

five point scale, opposite ends=opposite meanings

Question 27

semantic differential scale

Answer 27

five point scale, opposite ends=opposite meanings

Question 28

likert scale

Answer 28

stronglt agree–>strongly disagree

Question 28

likert scale

Answer 28

strongly agree–>strongly disagree

Question 29

Panel

Answer 29

samples of customers/stores used to take measurements

Question 30

Information TEchnology

Answer 30

operating computer networks that store/process data

Question 31

Data mining

Answer 31

the extraction of hidden predicitive info from large databases to find links between consumer purchasing powers and marketing actions

Question 32

Develop Findings

Answer 32

analyze data, present findings

Question 33

take marketing actiosn

Answer 33

make action recomendations, implement action, evaluate results

Question 34

Sales forecast

Answer 34

total sales of a product that a firm expects to sell during a specified time period under specified conditions and its own marketing efforts

Question 35

Direct forecast

Answer 35

estimatinghte value without intervening steps

Question 36

lost horse forecast

Answer 36

starting with last know value, listing the factors, +/- effect? final forecast

Question 37

survey of buyer intentions forecast

Answer 37

ask prospective customers if they are likely to buy the product

Question 38

salesforce survey forecast

Answer 38

asking the firms salespeople to estimate