Brainscape's Knowledge GenomeTM

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


See full index

Marketing Research > Quiz 1 (Ch 1 and 2) > Flashcards

Quiz 1 (Ch 1 and 2) Flashcards

1
Q

What is the marketing concept?

A

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

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

What is the key to understanding an environment?

A

Marketing research

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

What does the external marketing environment do?

A

Provides information for altering marketing mix and identifies new opporunities

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

What is marketing research defined?

A

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

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

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

A

Descriptive, diagnostic, and predictive

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

What is the descriptive function of marketing Research?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is the diagnostic function of marketing Research?

A

The explanation of data or actions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is the predictive function of marketing Research?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What are some key characteristics of marketing research?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

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

A

Quality and customer satisfaction

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

What is return on quality?

A

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

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

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

A

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

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

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

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are three natures of applied research?

A

Programmatic, selective, and evaluative

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is programmatic research?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What is selective research?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is evaluative research?

A

Research done to assess program performance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What are some growth drivers of the internet?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What is used to confirm or disprove prior conception?

A

Emperical evidence (facts from observations, questionaires, experimentations

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What advantages do internet surveys have?

A

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

21
Q

What is the problem definition process?

A

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

22
Q

What is opportunity identification?

A

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

23
Q

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

A

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

24
Q

What is situation analysis?

A

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

25
Q

What are some examples of exploratory research?

A

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

26
Q

When do you stop conductiong exploratory research?

A

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

27
Q

What is the iceberg principle?

A

Focusing on the symptoms and not the true problem

28
Q

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

A

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

29
Q

How should one state research objectives?

A

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

30
Q

What is a hypothesis?

A

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

31
Q

What should a hypothesis contain?

A

Clearn implications for testing stated relationship

32
Q

What sets the stage for creating the research design?

A

Development of the hypothesis

33
Q

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

A

Research design

34
Q

What are descriptive studies conducted to answer?

A

Who, what, where, and how

35
Q

What can shed light on associationes or relationships?

A

Descriptive studies

36
Q

What are causal studies?

A

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

37
Q

What is the difference between a dependent and independent variable?

A

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

38
Q

What are the three criterion for a causal study?

A

Temporal sequence, concomitant variation, no intervening variable

39
Q

What is a temporal sequence?

A

An appropriate causal order of events

40
Q

What is a concomitant variation?

A

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

41
Q

What is the marketing research process?

A

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

42
Q

What are some methods of research?

A

surveys, observations, experiments

43
Q

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

A

To interpret and draw conclusions or recommendations

44
Q

What is the deontology theory?

A

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

45
Q

What is the utilitarian ethical theory?

A

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

46
Q

What does the casuist ethical theory compare?

A

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

47
Q

What are some issues in data collection

A

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

48
Q

What are some research supplier ethical issues?

A

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

49
Q

What are some resondents’ rights?

A

Right to choose, safety, be informed, privacy

Marketing Research (6 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions