test 1 Flashcards
Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from among alternative opportunities
F
manager should avoid conducting market research when the decision is of the considerable strategic or tactical importance
F
one advantage of open-ended response questions is the possibility that interview bias will affect the results
F
global information systems allow management to track the whereabouts of delivery personnel
F
a party that maintains Websites on the World Wide Web is called a content provider
T
qualitative research is objective
F
in its simplest form, a research hypothesis is a “guess” about the outcome of a research study
T
propriety marketing refers to the research projects conducted to study specific company problems
T
UPC refers to the bar-coded info containing product info that can be read by optical scanners
T
A search-engine optimizer mines data from in-store point-of-sale data recordings
F
there is always one best research design for a marketing research study
F
Concomitant variation is sufficient evidence to determine causality in experiments
F
a marketing researcher who reports on the age, gender, income, and education of consumers in a particular city is describing geo-demographic info
T
managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research
T
concept testing is a type of exploratory research
T
the term survey is most often associated with quantitative research
T
Marketing metric involves qualitative ways of monitoring and measuring marketing performance
F
Marketing research involves more than conducting surveys
T
marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making
T
conditional causality means the cause is necessary and sufficient to bring about the effect
F
a fast food chain studies traffic patterns and population density patterns to select sites for future restaurants. which type of research is being preformed
distribution research
Identifying target market demographic for a shopping center located in Omaha, Nebraska is what type of research
Descriptive
Establishing the relationship between advertising and sales in the beer industry is
Causal
The application of computation, summarizing, and reasoning to understand the info gathers is research called
Analysis
Procter & Gamble regularly monitors trends and info posted about their products and brands by consumers on several websites, which source of data input does this represent
Web Tracking
Which research allows causal inferences to be made- cause-and-effect relationships
Causal
Which term describes a subset of data and info that actually has some explanatory power to enable effective decisions to be made
Market Intelligence
What research describes characteristics of objects, people, groups, orgs, and environments
Descriptive
Laurie finds the perfect sweater at Talbot’s…
Predictive Analysis
Which communication function of a firm is responsible for informing and persuading buyers
Promotion
Juan has noted that when the temperature rises, sales at his retail clothing store also rise. this is an example of
concomitant variation
Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. what type of marketing research is this
descriptive
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings customers have about and toward competing products
Diagnostic Analysis
One of the key ways in which researchers contribute to decision making includes
Identifying useful decisions statement and related research questions
A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself
Will the payoff from the research be worth the dollar expenditures for the research
An example of behavioral tracking is
Supermarket scanner data
Structured data openly shared between companies is called
open source info
Which aspect of the marketing mix is represented by the value that a consumer places on good when the consumer purchases that good
Price
Research that addresses research objective through empirical assessments that involve numerical measurement and analysis approaches is called
Quantitative marketing research
Amazon.com recommends books…
Push Technology
The application of the scientific method in searching for the truth about market and marketing phenomena is called ______________
marketing research
__________ orientation recognizes that multiple parties are affected by form decisions
Stakeholder
_______ are recorded facts or measurements of certain phenomena
Data
_________ is a collection of raw data arranged logically and organized in a form that can be stored and processed by a computer
Database
__________ are small data files that record a user’s web usage history
Cookies
In the opening case of Chapter 1, the technology brand featured is __________
Apple
A __________ is a situation that makes some potential competitive advantage possible
marketing oppertunity
__________ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities
Exploratory
__________ data is the fourth stage in the marketing research process
Collecting
___________ involves any procedure that draws conclusions based on measurements of a portion of the entire population
Sampling
