The process of planning , collecting, and analyzing data relevant to a marketing decision .
A marketing research term describes A subset drawn from a larger population
Specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
This system helps managers assess their competitors and vendors in order to become more competitive. The focus is on converting information into intelligence through analysis.
This is a type of company that specializes in interviewing respondents on a subcontracted basis.
Such companies frequently have offices in several cities, and can provide services such as focus group facilities and retail audits.
is the first step of the marketing research process.
what is the final step of the marketing research process, following the preparation and presentation of the research report
This step in the marketing research process occurs after the plan for the research design has been completed, but before data collectio
This step in the marketing research process occurs after the collection of data has been completed, but before the preparation of presentation of the research report.
Answer: This is the next step to be undertaken once a researcher has
(1) defined the problem, (2) planned the research design, and (3) specified the sampling procedure.
This is the overall group to which the researcher wants to be able to generalize.
This is a non probability sample selected from members of the population that are easy to access for research. Example family , friends
It is a type of probability sample in which every element of the population has an equal chance of being selected as a part of the sample.
Nonprobability samples are the basis of much marketing research because of this.
a sample in which every element in the population has a known statistical likelihood of being selected
The type of question that encourages an answer phrased in the respondent’s own words.
A closed ended question designed to measure the intensity of a respondents answer .
Answer: This question type produces a “rich array of information based on the respondent’s frame of reference.”
, this is NOT a form of observation research.
A form of observational research, these researchers pose as customers to gather observations about a store and/or assess customer-employee interactions.
This category of error occurs when a sample does not represent the target population. Nonresponse error (the respondents differ from the sample) is an example.
Of the following, it is NOT one of the cited advantages of an Internet survey.
Of the following, it is the purpose of a decision support system.
It is a system used to gather marketing information. It is an interactive, flexible, and computerized information system that enables managers to obtain and manipulate information.
Of the following, this is NOT a characteristic of a decision support system.
Perhaps the fastest growing use of a decision support system, this involves the creation of a large computerized file of customers’ profiles and purchase patterns
Of the following, it is the one that is NOT a characteristic of a decision support system.
Allows for “what if” questions
It is the name given to data that is collected for the first time to answer a specific research question.
Examples of this type of data include U.S. Census data and internal sales records.
Between primary data and secondary data, it is the one that is typically less expensive to collect
Between primary and secondary data, it is the type of data that would be produced if Acme administered a survey questionnaire to its customers to solve a particular problem.
type of data obtained when one accesses databases on the Internet.
Answer: Of the following, this data collection method tends to be very expensive because of interviewers’ travel time and mileage costs.
Answer: This method of data collection involves interviewing businesspeople at their offices regarding industrial products or services.
Advantages of this type of data collection include relatively low cost, the elimination of interviewers and field supervisors, and centralized control. But it suffers from at least two significant limitations: slow and low response rates.
This interview method is typically the fastest way to collect data.
Answer: systematic process of recording the behavioral patterns of people, objects, and occurrences without questioning them.”
This type of focus group operates in an environment similar to that of a chat room.
Answer: Alongside better participation rates, broad geographic scope, accessibility, and honesty, this is an advantage of online focus groups.
A company that acquires, catalogs, reformats, segments, and resells marketing research reports published by other marketing research firms.
Of the following, it is NOT one of the main roles of marketing research cited in the text.
It is the name given to a session with seven to ten members present. Discussions are led by a moderator, and may be monitored through a one-way mirror.
a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other question
The following is an example of this type of error:
A researcher wants to survey the very poor using a mail survey. She plans on using a purchased mailing list. However, her survey will miss homeless individuals who have no mail service.
Answer: Marketing research has three functions: a descriptive function, a diagnostic function, and this function.