research

Question 1

is often described as an active,
diligent, and systematic process of
inquiry aimed at discovering, interpreting
and revising facts

Answer 1

Research

Question 2

The word research is derived from the
French language;

Answer 2

its literal meaning is ‘to
investigate thoroughly’

Question 3

is also called fundamental or pure research.

Answer 3

Basic research

Question 4

is carried out to seek alternate solutions for a
problem at hand.

Answer 4

Applied Research

Question 5

(also called consumer research) is
a form of business research.

Answer 5

Marketing research

Question 6

The field of marketing research as a statistical science
was pioneered by

Answer 6

Arthur Nielsen

Question 6

defines marketing research
as systematic problem analysis, modelbuilding and fact-finding

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Kotler (1999)

Question 7

defines it as
the systematic gathering, recording and
analyzing

Answer 7

the American Marketing
Association (AMA, 1961)

Question 7

have defined
marketing research as the systematic
and objective search for and analysis
of information

Answer 7

Green and Tull

Question 8

Helps define
problems and suggest hypotheses.

Answer 8

Exploratory Research:

Question 9

Describes
characteristics of a population or
phenomenon.

Answer 9

Descriptive Research:

Question 9

Tests cause-and-effect
relationships.

Answer 9

Causal Research:

Question 10

• means you go to secondary sources of
  information: the internet, the public library,
  company or government records

Answer 10

Literary Search

Question 11

• These experts might include company
  executives or consumers.

Answer 11

EXPERT INTERVIEWS

Question 12

• become a vital tool because they allow you to examine
  another business’s managerial problems and
  solutions.

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CASE STUDIES

Question 13

• help you find your market and understand your customer

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DESCRIPTIVE STUDIES

Question 14

*try to find out the relationship between a
specific cause and a specific effect.

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CAUSAL STUDIES

Question 14

• Data that can be sourced either from the internal
  company records or from external information providers.

Answer 14

Secondary Data

Question 15

• Refers to the subject of the study

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Respondents

Question 16

• The investigator only measures results,
  having no control over the elements of the experiment.

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Natural Experiments,

Question 16

measure specific variables and require
the researcher to be more involved.

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Controlled experiments

Question 17

• often developed for marketing systems, and
  include marketing-mix elements (new-product,
  price, advertising, and sales-force variables).

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Simulation

Question 18

• Collected by the researcher
• Respondents are asked questions while the
  researcher collects the responses

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Primary data

Question 18

• Collected from research
• This information is often found in outside sources.

Answer 18

Secondary data

Question 19

• It is secondary data sold by syndicated services.

Answer 19

Commercial data

Question 20

• This database typically collates from the accounting,
  marketing and operations departments, and houses data
  at the company and customer levels

Answer 20

Operational Database

Question 20

• These are information collected by companies in their
  everyday conduct of business.

Answer 20

INTERNAL SECONDARY DATA

Question 21

• This enables the company to listen to the customer and design
  product offerings that match their exact needs.

Answer 21

Customer Feedback

Question 22

• This database contains customer-level information that
  can be sorted and analyzed to produce useful
  information.

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Customer Database

Question 23

• Data obtain from outside sources.

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EXTERNAL SECONDARY DATA

Question 24

• One effective tool for conducting primary
  research

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Conducting Interviews

Question 25

• The total situation in which an interview takes
  place, including location, physical arrangements,
  the people present, and those absent.

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CONTEXT

Question 26

• What the parties talk about during the
  interview. It involves topic selection and
  treatment, arguments, supporting
  materials, language, and questions and
  answers.

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CONTENT

Question 27

*Includes the interviewer’s or interviewee’s
basic organizational patterns, sequences of
topics and questions,

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STRUCTURE

Question 27

• The on the part of both parties
  to reveal their “true” selves to one another.

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DISCLOSURE

Question 27

• The continuous stream of verbal and nonverbal
  signals

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FEEDBACK

Question 28

• The potential or actual struggle between
  parties

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CONFLICT

Question 28

• The degree to which the interview parties
  are willing and able

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COOPERATION

Question 28

are more flexible and open-ended, allowing for in-depth responses.

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Unstructured interviews

Question 29

• complete with formal questionnaire and with
  nondisguised questions, are focused and to the
  point.

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STRUCTURED-DIRECT INTERVIEWS

Question 29

use a set list of questions that are asked in a specific order.

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Structured interviews

Question 30

• Belief in the good, worth, ethics,
  believability, and reliability of the other
  party

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TRUST

Question 31

• It refers to either intentional or unintentional errors in a
  respondent’s answers, in the future (predictive) or in the present
  (concurrent)

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INACCURACY

Question 32

• occurs when the respondent intentionally does
  not provide accurate information because of an
  inability or an unwillingness to respond.

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Concurrent inaccuracy

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requires that a person give an in-kind response to
another:

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Reciprocity

Question 33

• Occurs when respondents misinterpret written or spoken
  questions

Answer 33

AMBIGUITY