Marketing Research Sp. Ch. 2

Front 1

providers of marketing research info are known as ------ ----- and can be classified as ------ or ---------

Back 1

research providers, internal or external

Front 2

an entity within a firm that supplies marketing research is known as

Back 2

an internal supplier

Front 3

outside firms hired to fulfill a firm's marketing research needs

Back 3

external suppliers

Front 4

have the ability to conduct the entire marketing research project for the buyer firms. Will often define the problem, specify the research design, collect and analyze data, and prepare the final written report

Back 4

full-service supplier firms

Front 5

collect information that is made available to multiple subscribers. provided in standardized form to a large number of companies

Back 5

syndicated data service firms

Front 6

provide syndicated marketing research services, as opposed to syndicated data to clients. Each client different data, but the process used to collect the data is standardized so that it may be offered to many clients at a cost less that that of a custom design project

Back 6

standardized service firms

Front 7

offer a variety of research services that are tailored to meet the client's specific needs. Each client's problem is treated as a unique research project.

Back 7

customized service firms

Front 8

Specialize in one or, at most, a few marketing research activities. Firms can specialize in types of marketing research techniques such as eye-teting or mystery shopping, or specific market segments such as senior citizens, or certain sports segments

Back 8

limited-service supplier firms

Front 9

specialize in collecting data. These firms typically operate in a particular territory conducting telephone surveys, focus group interviews, mall intercept surveys, or door to door surveys

Back 9

field service firms

Front 10

firms specialize in telephone surveys

Back 10

phonebanks

Front 11

refers to selling under the guise of a survey. occurs when a researcher gains a respondents cooperation to participate in a research study and then uses the opportunity to attempt to sell the respondent a good or service

Back 11

sugging

Front 12

stands for fund raising under the guise of a survey. Not illegal but unethical

Back 12

frugging

Front 13

may occur during subject recruitment (respondents are not told the true identity of the sponsor of the research, etc.)

Back 13

deception

Front 14

means that the researcher knows who the respondent is but does not identifiy the respondent with with any information gathered from the respondent and provided to a client

Back 14

confidentiality

Front 15

the respondent is and remains, anonymous or unknown. the researcher is interested only in gathering information from the respondent and does not know who the respondent is.

Back 15

anonymity

Front 16

practice of sending unwanted email is called----- and defined if recipients personal identity are irrelevant because the message is equally applicable to many other recipients, recipient has not verifiably granted deliberate, explicit, and still revocable permission for it to be sent and, the transmission and reception of the message appear to give a disproportionate benefit to the sender.

Back 16

spam

Front 17

the value of readily available access to willing respondents, may become more and more imporant in the future.

Back 17

panel equity