Quiz 1 (Ch 1 and 2)

Question 1

What is the marketing concept?

Answer 1

A business philosphy based on consumer orientation, goal orientation, and systems orientiation

Question 2

What is the key to understanding an environment?

Answer 2

Marketing research

Question 3

What does the external marketing environment do?

Answer 3

Provides information for altering marketing mix and identifies new opporunities

Question 4

What is marketing research defined?

Answer 4

The planning, collection, and analysis of data relevant to marketing decision making and communication results management

Question 5

What three functional roles can marketing research be viewed as playing?

Answer 5

Descriptive, diagnostic, and predictive

Question 6

What is the descriptive function of marketing Research?

Answer 6

Gathering and presenting statements of fact; what we will use most

Question 7

What is the diagnostic function of marketing Research?

Answer 7

The explanation of data or actions

Question 8

What is the predictive function of marketing Research?

Answer 8

How to use descriptive and diagnostic research to predict results of a planned marketing decision

Question 9

What are some key characteristics of marketing research?

Answer 9

It is systematic, an objective of knowing the truth, and doesn’t replace managerial judgement

Question 10

What have become the key competitive weapons as America emerges from the worst recession since the 1930s?

Answer 10

Quality and customer satisfaction

Question 11

What is return on quality?

Answer 11

Quality delivered is at desired level of target market and the level of quality must have a positive impact on profitability

Question 12

What are three keys to a proactive management and marketing strategy plan?

Answer 12

1) alters marketing mix to fit newly emerging patterns. 2) new opportunities. 3) develops a long-run marketing strategy

Question 13

What is the different between applied and basic “pure” research?

Answer 13

Applied is understanding of market and solving a specific problem and basic “pure” is expanding frontier of knowledge (already known)

Question 14

What are three natures of applied research?

Answer 14

Programmatic, selective, and evaluative

Question 15

What is programmatic research?

Answer 15

Resarch conducted to develop marketing options (how has market changed)

Question 16

What is selective research?

Answer 16

Research used to test decision alternatives (done when several options are available)

Question 17

What is evaluative research?

Answer 17

Research done to assess program performance

Question 18

What are some growth drivers of the internet?

Answer 18

rapid access, improved response time, increaes in follow up studies, creates cost cutting opportunities

Question 19

What is used to confirm or disprove prior conception?

Answer 19

Emperical evidence (facts from observations, questionaires, experimentations

Question 20

What advantages do internet surveys have?

Answer 20

Rapid development and real-time reporting, reduced cost, personalization, ability to contact the hard-to-reach

Question 21

What is the problem definition process?

Answer 21

Recognize problem > find out why information is being sought > Understand decision making environment > use symptoms to clarify problems >translate problem into marketing research problem > determine if info exists already >determine if question can be answered <state objectives

Question 22

What is opportunity identification?

Answer 22

Using marketing research to find and evaluate new opportunities and changes in external environments, marketing mix

Question 23

What does a researcher need to do to determine why info is being sought?

Answer 23

Use decisions made with information, prioritize questions, and create sample data

Question 24

What is situation analysis?

Answer 24

Studying the decision-making, environment within which the marketing research will take place

Question 25

What are some examples of exploratory research?

Answer 25

pilot studies, experience surveys, secondary data, case studies, focus groups, intranet

Question 26

When do you stop conductiong exploratory research?

Answer 26

When the researcher is convinced that they have found the major dimensions

Question 27

What is the iceberg principle?

Answer 27

Focusing on the symptoms and not the true problem

Question 28

Why do you want to determine if the info already exists?

Answer 28

Saves time and money and avoids the Nice-to-Know syndrome

Question 29

How should one state research objectives?

Answer 29

As a hypothsis in terms of precise information necessary to address the problem

Question 30

What is a hypothesis?

Answer 30

A statement about a relationship between 2 or more variables that can be tested with empirical data

Question 31

What should a hypothesis contain?

Answer 31

Clearn implications for testing stated relationship

Question 32

What sets the stage for creating the research design?

Answer 32

Development of the hypothesis

Question 33

What is the plan to be followed to answer the research objectives or hypothesis?

Answer 33

Research design

Question 34

What are descriptive studies conducted to answer?

Answer 34

Who, what, where, and how

Question 35

What can shed light on associationes or relationships?

Answer 35

Descriptive studies

Question 36

What are causal studies?

Answer 36

Resrach studies that examine whether the value of one variable causes or determines the value of another variable

Question 37

What is the difference between a dependent and independent variable?

Answer 37

Dependent is to be explained or influenced by the independent and independent is controlled

Question 38

What are the three criterion for a causal study?

Answer 38

Temporal sequence, concomitant variation, no intervening variable

Question 39

What is a temporal sequence?

Answer 39

An appropriate causal order of events

Question 40

What is a concomitant variation?

Answer 40

The degree to which a presumed cause and a presumed effect occur or vary together (cause: direct mail promotion. effect: coffee sales increases)

Question 41

What is the marketing research process?

Answer 41

Choose a method of research \> select sample selection \>collection of data \> analyze the data \> writing and presentation of report \> follow up

Question 42

What are some methods of research?

Answer 42

surveys, observations, experiments

Question 43

What is the purpose of analyzing the data after it has been collected?

Answer 43

To interpret and draw conclusions or recommendations

Question 44

What is the deontology theory?

Answer 44

It states people should adhere to their obligations and duties to others because that is what is ethically right/correct

Question 45

What is the utilitarian ethical theory?

Answer 45

The choice that yields the greatest benefit to the most people is the choice that is ethically correct

Question 46

What does the casuist ethical theory compare?

Answer 46

Compares a current dilemma with examples of similar ethical dilemmas and hteir outcomes

Question 47

What are some issues in data collection

Answer 47

Accuracy of statements, anonymity protection, respect right to refuse, parental consent?, treat w/ respect, no attempt to influence

Question 48

What are some research supplier ethical issues?

Answer 48

Low ball pricing, underpaying field-services, selling unncessary research, violating client confidentiality, allow subjectivity into research, abuse of respondents (most common)

Question 49

What are some resondents' rights?

Answer 49

Right to choose, safety, be informed, privacy