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22 Cards in this Set
- Front
- Back
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What does the step in the marketing research process "collecting data" help prove?
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the research hypothesis
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must specify what types of data to collect and how they will be collected.
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the research design
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What are the two types of data that marketing researchers have at their disposal?
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primary data and secondary data
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Data observed and recorded or collected directly from respondents.
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primary data
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How is primary data gathered?
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by observing phenomena or surveying people of interest.
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compiled both inside and outside the organization for some purpose other than the current investigation.
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secondary data.
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includes general reports supplied to an enterprise by various data services and internal and online data bases.
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secondary data
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how much of marketing research comes from secondary data?
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more than half
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Collecting ------------------- data is a lengthier, more expensive, and more complex process than collection of ----------- data
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primary data, secondary data
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What do marketing researchers use to collect primary data?
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sampling procedures, survey methods, and observation
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all the elements units, or individuals of interest to researchers for a specific study
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population
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a limited number of units chosen to represent the characteristics of a total population.
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sample
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the process of selecting representative units from a total population.
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sampling
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What are the two basic types of sampling?
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probability sampling and non-probability sampling
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a sampling technique in which every element in the population being studied has a known chance of being selected for study.
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probability sampling
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a type of probability sampling in which all units in a population have an equal chance of appearing in the the sample.
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random sampling
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a framework for managing and structuring information gathered regularly from sources inside and outside the organization.
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marketing information systems
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information provided by a single firm on household demographics, purchases, television viewing behavior, and responses to promotions such as coupons and free samples is called
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single source data
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customized computer software that aids marketing managers in decision making by helping them anticipate the effects of certain decisions.
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marketing decision support system (MDSS)
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Best buy launched -------- which has more than 6 million members from whom the company hopes to gain valuable insights.
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reward zone
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Larry Selden argues that Best Buy has what two types of customers?
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Devils and angels
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What are the 5 segments best buy has categorized its angel customers into?
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The small business customer (BBfB), The young entertainment enthusiast (BUZZ), The affluent professional (Barry, The busy suburban mom (Jill), and the Tech Savvy family man (Ray).
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