Brainscape's Knowledge GenomeTM

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


See full index

MKF1120 > Marketing Research > Flashcards

Marketing Research Flashcards

1
Q

marketing research definition

A

the systematic and objective identification, collection, analysis, dissemination and use of information that is undertaken to improve decision making related to identifying and solving problems in marketing

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

why is marketing research used

A
  1. improve decision making related to identifying and solving problems in marketing
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

what does problem identification research involve

A

going below the surface to identify the underlying problem that marketing management is facing

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

which is the more common of the two forms of marketing research

A

problem identification research

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

what are the 2 forms of marketing research

A
  1. problem identification research

2. problem solving research

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

components in problem identification research

A
  1. market potential research
  2. market share research
  3. image research
  4. market characteristics research
  5. forecasting research
  6. business trends research
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

components in problem solving research

A
  1. segmentation research
  2. product research
  3. pricing research
  4. promotion research
  5. distribution research
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

steps in marketing research process

A
  1. defining the problem
  2. developing an approach to the problem
  3. formulating a research design
  4. doing fieldwork/collecting data
  5. preparing/analyzing data
  6. preparing and presenting the report
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

how do marketing researchers define a problem

A
  1. discussions with decision makers
  2. interviews with industry experts
  3. analysis of secondary data
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

how do marketing researchers develop an approach to a problem

A

by formulating an analytical framework and model, research questtions and hypothesis

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

what is a research design

A

a framework or blueprint for conducting the marketing research product

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

what does a research design do

A

details to procedures needed to obtain the information required

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

what does data preperation involve

A

data processing steps leading up to analysis including

  1. editing
  2. coding
  3. transcribing of collected data
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

what should a markeing report contain

A
  1. specific research questions
  2. description of the approach
  3. description of the research design
  4. data collection and data anlysis procedures
  5. presenttation of results and major findings
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

list of uncontrollable environmenttal factors

A
  1. economy
  2. technology
  3. compettition
  4. laws and regulation
  5. social and cultural factors
  6. political factors
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

customer groups

A
  1. Consumers
  2. employees
  3. channel memberes
  4. suppliers
17
Q

controllable marketing variables

A
  1. product
  2. pricing
  3. promotion
  4. distribution
18
Q

competitive intelligence

A

the process of enhancing marketplace competitiveness through a greater underrstanding of a firms competitors and the competittive environmentt

19
Q

competitive intelligence process

A

legtal collection and analysis of information regarding the capabilities, vulnerabilities and inttentions of business competitors

20
Q

what does competitive inttelligence enable

A

allows companies to anticipate market developments ratther than reacting to them

21
Q

what is the decision to conduct marketing research guided by

A
  1. management’s attitude towards research
  2. resources availible to conduct the research
  3. the need for additional info
  4. importance of the decision
  5. cost v benefit analysis of conduction of research
22
Q

internal supplier of marketing research

A

found within the firm in the marketing department

23
Q

external supplier of marketing research

A

outside firms that are hired to supply marketing research services

24
Q

list of services an exenal supplier offers

A
  1. problem definition
  2. approach developemnt
  3. questionaaire design
  4. data collection
25
Q

questions in selecting a research supplier

A
  1. what is the suppliers reputation
  2. does the firm complete project schedules on time
  3. do they maintain ethical standards
26
Q

Marketing information system

A

formalised set of procedures for generating, analzying, storing and distributing information to marketing decision makers on an ongoing basis

MKF1120 (12 decks)

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