CH 1

Question 1

BEST BUY CASE

Answer 1

QUALITY OF MARKET RESEARCH MATTERS* best buy did not complete this and therefore suffered their turkey store that was only open 14 months

Question 2

**Market Research Process

Answer 2

SYSTEMATIC process of using formal research and CONSISTENT data gathering to improve marketing functions within an organization

Question 3

**Market Research Steps

Answer 3

1. Define problem 2.Develop an approach to the problem 3. Formulate a research design 4. Collect data/do fieldwork 5. Prepare data (clean)/Analyze data 6. Present Report

Question 4

marketing research criteria

Answer 4

systematic (data gathering and analysis must be designed in adv) objective (unbias/impartial), informational (collects data relevant to info needs of descion makers) targeted for descion making (data gathered and interpreted with the goal of reducing uncertainty)

Question 5

critical roles of marketing research: descriptive

Answer 5

gathering and presenting statements of fact

Question 6

critical roles: diagnostic

Answer 6

explanation of data or actions

Question 7

critical roles: predictive

Answer 7

specification of how to use diagnostic and descriptive research to interpret results of a planned marketing descion

Question 8

application: segmentation research

Answer 8

determine basis of segmentation, est. market potential, select target market

Question 9

market research

Answer 9

social factors, technology, economy, market managers, uncontrollable environmental factors

Question 10

application: product research

Answer 10

test concept, package tests, test marketing

Question 11

marketing planning process

Answer 11

1. situational analysis 2. strategy development 3. marketing program development

Question 12

**Conduct research. when?

Answer 12

research costs outweighs the benefits, opportunity has passed, managers can not agree on what they need to know, research result might not be useful to management

Question 13

centralized organizations

Answer 13

single corp research that performs all research operations i.e. P&G

Question 14

decentralized organizations

Answer 14

company division has own research wing

Question 15

external suppliers

Answer 15

full service suppliers (standardized), limited service suppliers (field service)

Question 16

*****select research supplier

Answer 16

ethical, costly, communication style, flexible, reputable

Question 17

global themes in market research

Answer 17

experience and knowledge in one country may not be applicable in another

Question 18

**global challenges

Answer 18

Language and cultural differences
Less available or lower quality secondary data
Less institutional infrastructure for data, sample selection, and interviewing
Fear of government surveillance affecting response rates or biasing responses
Higher costs
Government mandated regulations
Prejudice against imports

Question 19

**Ethical Issues in Market Research- problem definition

Answer 19

personal agendas of the researcher, surveys as a guide for selling or fundraising, conducting uneccesary research

Question 20

**Ethical Issues in Market Research- develop an approach

Answer 20

soliciting proposals to gain research advice without pay, inaccurate reporting, using finding or models for a specific client in other client research

Question 21

**Ethical Issues in Market Research- research design

Answer 21

formulate a research design more suited to the researcher instead of the client’s needs

Question 22

**Ethical Issues in Market Research- field work

Answer 22

increasing discomfort level of respondents

Question 23

**Ethical Issues in Market Research- data prep

Answer 23

discarding unsatisfactory responses

Question 24

**Ethical Issues in Market Research- presentation

Answer 24

incomplete reporting,biased, inaccurate reporting

Question 25

Critical Roles of marketing research:

Answer 25

Descriptive: the gathering and presenting or statements of fact
Diagnostic: the explanation of data or actions
Predictive: the specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision