CHP 8

Question 1

Marketing Research

Answer 1

-Process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

Question 2

5 Step Marketing Research Approach

Answer 2

1. Define the problem
2. Develop the Research Plan
3. Collect Relevant Info.
4. Develop Findings
5. Take marketing actions

Question 3

Causal research

Answer 3

-Tries to determine the extent to which the change in one factor changes another one

Question 3

Define the Problem

Answer 3

Set research objectives
3 types of research
1. exploratory
2. descriptive
3. casual

Question 3

Exploratory research

Answer 3

-Provides ideas about a vague problem or question

Question 4

Descriptive research

Answer 4

-Trying to find the frequency with which something occurs or the extent of a relationship between two factors

Question 5

Develop the Research Plan

Answer 5

-Specify Constraints
-Identify data needed for marketing actions
-Determine how to collect data

Question 6

Specify Constraints

Answer 6

-Restrictions placed on potential solutions to a problem

Question 7

statistical inference

Answer 7

-Generalize the results from the sample to much larger groups of distributors, customers, or prospects to help decide on actions

Question 8

Determine how to collect data

Answer 8

-Concepts: ideas about p/s
-Methods: sampling, statistical inference

Question 8

Collect Relevant Info.

Answer 8

-Data:
-Secondary Data
-Primary data

Question 9

Secondary Data

Answer 9

-general rule is to obtain secondary date first and then primary:
Time savings
Low cost, free
-Already been recorded prior to the project at hand

Question 10

Secondary data Internal

Answer 10

-Marketing inputs
-Marketing outcome data

Question 11

Secondary Data external

Answer 11

-Published data

Question 12

Primary data

Answer 12

-Newly collected for the project
-More specific
-More costly and time-consuming

Question 13

Primary Data Observational

Answer 13

-Watching how people behave:
Mechanical methods
National tv ratings
-Personal methods:
In person for ex. At store
Mystery shoppers (customer experience management efforts)
-Ethnographic research

Question 14

Ethnographic Research

Answer 14

Trained observers seek to discover subtle behavioral emotional reactions as consumers encounter products