Marketing 232 Ch. 1-8

Front 1

____is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem

Back 1

Marketing Research

Front 2

___ links an organization to its market through the gatehring of information, which allows for the identification and definition of market-driven opportunities and problems

Back 2

Marketing research
(allows for the generation, refinement, and evaluation of marketing actions (4P's))

Front 3

A _____ consists of selecting a segment of the market as the company's target market and designing the proper "mix" of product/service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.

Back 3

Marketing Strategy

Front 4

_________is a mental process of analyzing or evaluating information, particularly statements or propositions that are offered as true.

Back 4

Critical Thinking

Front 5

_____is a structure consisting of people equiptment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely,and accurate information to maketing decision makers.

Back 5

Marketing Information System (MIS)

Front 6

Not all large companies have a ______department---many are outsourced

Back 6

Marketing Research

Front 7

In the marketing research industry we refer to providers of marketing research information as ____

Back 7

research suppliers

Front 8

A ____ menas an entity within the firm that supplies marketing research.
-formal department, single individual responsible for MR, assign no one responsibility for conducting MR

Back 8

internal supplier

Front 9

_____ are outside firms hired to fulfill a firms marketing research needs.

Back 9

External Suppliers

Front 10

philosophy that focuses on the rights of the individual. If the individual's rights are violated, then the behavior is not ethical

Back 10

Deontology

Front 11

Philosophy that focuses on the trade-off between individual costs and group benefits. If benefits outweigh costs, the behavior is judged to be ethical

Back 11

Teleology

Front 12

refers to "selling under the guise of a survey"

Back 12

Sugging

Front 13

refers to "fundraising under the guise of a survey"

Back 13

Frugging

Front 14

The value of the readily access to willing respondents, may become more and mroe important in the future.

Back 14

Panel Equity

Front 15

When is marketing research NOT needed? (4)

Back 15

1. The information is readily available 2. Timing is wrong 3. Funds aren't available 4. Costs outweigh the value of marketing research.

Front 16

MDP

Back 16

Management Decision Problems
(Ex - decline in sales, low profit margin, customers leaving, etc)

Front 17

MRP

Back 17

Marketing Research Problems
(Ask specific questions that can address MDP)

Front 18

____is defined as collecting information an unstructured and informal manner.

Back 18

Exploratory Research
(focus groups, interviews, etc)

Front 19

___designs refer to a set of methods and procedures that describes marketing variables.
Answers who, what, where, when and how...but not why

Back 19

Descriptive Research(surveys)

Front 20

_____research allows us to isolate causes and effects

Back 20

Casual
(experiments, test marketing, blind taste test)

Front 21

Final Report consists of these five parts:

Back 21

1. Intro
2. Hypothesis
3. Research Methods
4. Results
5. Conclusion

Front 22

A ____ is an abstract idea inferred from specific instances that are thought to be related

Back 22

Construct

Front 23

Construct can only be measured _____, that is why operational definitions are necessary

Back 23

indirectly

Front 24

All ____are variables, but not all _____are constructs

Back 24

Contructs

Variables

Front 25

A ____is a meaningful link believed to exist between two or more variables or constructs

Back 25

relationship

Front 26

_____is the process of building, maintaining and using customer databases and other databases for the purpose of contacting, transacting, and building relationships.

Back 26

Database Marketing

Front 27

____refers to a collection of data and info describing items of interest

Back 27

database

Front 28

each unit of information in a database is called a

Back 28

record

Front 29

records are composed of subcomponents or info called

Back 29

fields

Front 30

_____is the name of the software now available to help managers make sense out of seemingly senseles masses of info cantained in databases

Back 30

data mining

Front 31

Information sets which have already been collected for purposes other than the problem at hand

Back 31

Secondary Data

Front 32

3 types of external secondary data

Back 32

published materials
databases
syndicate services

Front 33

____gatehrs maket-driven or customer driven data to learn more about customers needs and behaviors for the purpose of delivering added value to the customer

Back 33

Customer Relationship Management (CRM)

Front 34

Upwards of __% of all firms implementing CRM did not receive return on investment

Back 34

70%

Front 35

The NAICS uses a ___digit classification code instead of the old SIC __digit code

Back 35

6 instead of 4

Front 36

Exploratory research is _____

Back 36

Qualitative

Front 37

Eperiment and Descriptive research are _____

Back 37

Quantitative

Front 38

____questions are questions that result when an interviewer takes the subjects initial response as the framework for the next question

Back 38

Probing Questions
(avoid yes or no questions)

Front 39

____is responsible for creating positive group dynamics and a comfort zone between him/herself and each group memabers as well as among the members themselves

Back 39

Moderator (or Qualitative Research Consultant QRC)

Front 40

____research involves collecting, anlyzing and interpreting data by OBSERVING what people do and say

Back 40

Qualitative

Front 41

____research involves the use of structured questions in which response options are PREDETERMINED

Back 41

Quantitative

Front 42

Just 6 yrs ago ____% of surveys in North America were done online. Today more than ___% are now done online

Back 42

10%

50%

Front 43

GIGO

Back 43

Garbage in Garbage Out
(bad information is like garbage which leads to garbage decisions)

Front 44

About ___% of new products fail each year

Back 44

75%

Front 45

Over ___% purachase and use secondary research from commerical vendors

Back 45

80%