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30 Cards in this Set
- Front
- Back
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what are the advantages of using secondary data? This secondary data would... |
have been previously collected by some agency or research organization |
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which of the following are NOT examples of secondary databases presented by the librarian? |
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What are the advantages of focus group? |
generate ideas and reveal consumer needs and attitudes |
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What is the size of a focus group? |
8-12 people |
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who conducts focus groups? |
moderator |
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A marketing researcher wants to know how frequently customers in a department store stop by the women shoe section. What is the best method to use? |
observation |
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What is a marketing information system? |
A planned, computer-based system to provide managers with a continual flow of information relevant to their specific decision areas |
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Why is marketing research likely to be contracted to a provider outside the organization? |
outside provider can provide a level of technical expertise not available within the contracting firm |
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Which type of marketing research supplier collects a big database and distributes its findings to many clients but the clients do not have exclusive right to the data? |
syndicated service |
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If a marketing research company specializes in some steps of the research process, but not all the steps, it is called which of the following? |
limited-service research supplier |
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What is marketing cost analysis? |
marketing investment, sales and profitability of certain customers, territories, or product lines |
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What is the first step of the marketing research process? |
determining need for marketing research |
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What is a research design? |
master plan for carrying out an investigation of marketing problems |
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What are some popular survey methods? |
telephone and web-based interviews |
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What is the appropriate sampling frame to poll about the popularity of various presidential candidates? |
sample of registered voters |
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After conducting analysis of the research data, researchers should include which of the following in the final report? |
present the report to decision makers in format that allows them to make effective judgments |
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Which of the following is used to determine the acceptance of new products by potential consumers in selected cities before the national launch of the product? |
test marketing or field trials |
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What are the most important considerations for companies doing research overseas? |
linguistic and cultural issues and the country's business environment |
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Which country's businessmen bow instead of shaking hands? |
Japan |
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Marketing Information System (MIS) |
planned, computer based system designed to provide marketing decision makers with a cont. flow of relevant info |
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Marketing Decision Support System (MDSS) |
analysis & interactive software for managers to conduct own analysis |
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Reasons for conducting marketing research by outside firm |
language barriers, biased opinions, technical expertise |
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Classification of marketing research firms |
syndicated services, full-service, limited service |
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What are the 12 steps of marketing research process |
1. determine need for MR 2. problem definition 3. establish research obj. 4. create research design - master plan; exploratory, descriptive, causal 5. identify information sources - secondary, primary 6. choose research method 7. design data collection forms 8. select sampling procedure 9. collect data 10. analyze data 11. Final research report 12. follow-up |
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Research Design |
master plan for marketing research project - exploratory, descriptive, causal |
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Research Methods |
personal interviews observation surveys telephone interviews focus group |
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What is a sample? |
subset from a larger population |
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types of probability sampling |
random, stratified, cluster |
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types of non-probability sampling |
snowball, convenience |
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Issues in conducting marketing research in global markets |
language, culture, data collection adjustment - back translation |
