Marketing Exam 2: Market Research

Front 1

The Research Process (1 of 5 processes)

Back 1

Define the Problem

Front 2

The Research Process (2 of 5 processes)

Back 2

Analyze the Situation & Gather Secondary Data

Front 3

The Research Process (3 of 5 processes)

Back 3

Gather Primary Data

Front 4

The Research Process (4 of 5 processes)

Back 4

Analyze and Interpret Data

Front 5

The Research Process (5 of 5 processes)

Back 5

Make Managerial Decision

Front 6

Primary Data Collection (1 of 2 research)

Back 6

Qualitative Research

Front 7

Primary Data Collection (2 of 2 research)

Back 7

Quantitative Research

Front 8

Qualitative Research

Back 8

Used to gain an understanding of underlying reasons, opinions, and motivations

Front 9

Quantitative Research

Back 9

Used to quantify the problem by way of generating numerical data or data that can be transformed into useable statistics

Front 10

Focus Groups (Qualitative)

Back 10

10 people or so to chat about a product to a company

Front 11

Observation (Qualitative)

Back 11

Helpful if respondent can't/won't respond honestly, traffic counter (track of traffic)

Front 12

Surveys

Back 12

Gain information from survey taker and know like an interview. Involve: Questionnaires, Mall Intercepts (in person survey at a mall), Phone

Front 13

Scanner Data

Back 13

Data on sales of consumer goods obtained by 'scanning' the bar codes for individual products at electronic points of sale in retail outlets

Front 14

Leading Questions

Back 14

a question that prompts or encourages the desired answer.

Front 15

Ambiguous Questions

Back 15

not clear in meaning

Front 16

Unanswerable Question

Back 16

Not answerable... lol

Front 17

Two Questions in One

Back 17

Questions that can be split in two

Front 18

Non-exhaustive Questions

Back 18

Limited options in this question

Front 19

Non-mutually Exclusive Answers

Back 19

No overlap in category of questions

ex. What is your age: under 20; 20-40; 40 and over

Front 20

Forecasting

Back 20

To know what the future holds

Front 21

Top-down forecasts

Back 21

what company can do for sales and pass the info; CEO's need to know first

Front 22

Buildup forecasts

Back 22

Bottom know better of what to sell

Front 23

Forecasting Techniques (1 of 6 techniques)

Back 23

Users' Expectations

Front 24

Forecasting Techniques (2 of 6 techniques)

Back 24

Sales Force Composite

Front 25

Forecasting Techniques (3 of 6 techniques)

Back 25

Jury of Executive Opinion

Front 26

Forecasting Techniques (4 of 6 techniques)

Back 26

Market Test

Front 27

Forecasting Techniques (5 of 6 techniques)

Back 27

Time Series Analysis

Front 28

Forecasting Techniques (6 of 6 techniques)

Back 28

Statistical Demand Analysis