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1. Chapter 4 – Market Research Research Types Multiple Choice Multiple Choice Vocab 1 Vocab 2 100 100 100 100 100 100 500 100 100 100 100 500 100 200 200 200 500 500 300 300 300 500 500 400 400 400 500 500 500 500 500 500 500

2. Information that already exists somewhere, having been collected for another purpose.

3. Secondary Data

4. Information collected for the specific purpose at hand.

5. Primary Data

6. A segment of the population selected for marketing research to represent the population as a whole.

7. Sample

8. Managing detailed information about individual customers and carefully managing customer “touch points” in order to maximize customer loyalty.

9. CRM – Customer Relationship Management

10. People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.

11. MIS – Marketing Information System

12. Gathering primary data by observing relevant people, actions, and situations.

13. Observational Research

14. Marketing research to gather preliminary information that will help define problems and suggest hypotheses.

15. Exploratory Research

16. Gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses

17. Experimental Research

18. Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product of the demographics and attitudes of consumers

19. Descriptive Research

20. Marketing research to test hypotheses about cause and effect relationships.

21. Casual Research

22. The systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.

23. Marketing Research

24. Computerized collections of information available from online commercial sources or via the internet.

25. Commercial Online Databases

26. Collecting primary data online through internet surveys, online focus groups, Web-based experiments or tracking consumers online behavior.

27. Online Marketing Research

28. A form of observational research that involves sending trained observers to watch and interact with consumers in their “natural habitat.”

29. Ethnographic Research

30. Gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behavior. DAILY DOUBLE

31. Survey Research

32. Despite the data glut that marketing managers receive, they frequently complain that they lack ________. a. enough information of the right kind b. quality information c. timely information d. accurate and reliable information e. valid information

33. (a; p. 97; Easy) {AACSB: Communication}

34. _____ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. a. Marketing data b. Marketing intelligence c. Web Master d. Sales and sales management e. Secondary data

35. (b; p. 100; Easy)

36. Information collected from online databases on the Internet is an example of ________ data. primary secondary observational experimental ethnographic

37. (b; p. 103; Moderate) {AACSB: Use of IT}

38. Secondary data are ________. a. collected mostly via surveys b. expensive to obtain c. sometimes not accurate d. never purchased from outside suppliers e. always necessary to support or refute the primary data collected

39. (c; p. 105; Moderate)

40. Your marketing department is attempting to improve strategic decision making, track competitors’ actions, and provide early warning of opportunities and threats. Your department would do well to use ________. a. internal databases b. external databases c. marketing intelligence d. the Internet e. company reports only

41. (c; p. 100; Challenging) {AACSB: Reflective Thinking}

42. Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases. a. external b. current c. historical d. internal e. foreign

43. (d; p. 99; Easy) {AACSB: Reflective Thinking}

44. Small organizations can obtain, with minimal effort, most of which type of data available to large businesses? a. census b. observational c. secondary d. primary e. business

45. (c; p. 119; Moderate)

46. Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide? a. observational research b. focus groups c. personal interviews d. Internet surveys e. questionnaires

47. (a; p. 106; Easy) {AACSB: Communication}

48. Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following could you try? a. customer satisfaction measurement b. more sophisticated software c. customer relationship management d. synergetic meetings of the minds e. less marketing intelligence DAILY DOUBLE

49. (c; p. 114; Moderate) {AACSB: Use of IT}

50. Harvard University is systematically designing, collecting, analyzing, and reporting data in order to market its programs to minority students. What do we call this? a. promotion b. self-study c. marketing research d. cost-benefit analysis e. Identifying the target market