CH. 4

Question 1

Customer Insight

Answer 1

fresh understanding of customers and the marketplac dervied from marketing informationthat become the basis for creating customer value and relationship

Question 2

Marketing information system (MIS)

Answer 2

People, equipment, and procedures to gather, sort , analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers

Question 3

Internal databases

Answer 3

Electronic collections of information obtained from data sources within the company

Question 4

Competitive marketing intelligence

Answer 4

The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment

Question 5

Marketing research

Answer 5

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

Question 6

Exploratory research

Answer 6

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

Question 7

Descriptive research

Answer 7

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

Question 8

Casual research

Answer 8

Marketing research to test hypotheses about cause-and-effect relationships

Question 9

Secondary data

Answer 9

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

Question 10

Primary data

Answer 10

Information collected for the specific purpose at hand

Question 11

Online databases

Answer 11

computerized collections of information available from online commercial sources or via the internet

Question 12

Observational research

Answer 12

The gathering of primary data by observing relevant people, actions, and situations

Question 13

Survey research

Answer 13

The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior

Question 14

Experimental research

Answer 14

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

Question 15

Focus group interviewing

Answer 15

Personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues.

Question 16

Online (Internet) marketing research

Answer 16

Collecting primary data through Internet surveys and online focus groups

Question 17

Sample

Answer 17

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

Question 18

Customer relationship management (CRM)

Answer 18

Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty

Question 19

Information users

Answer 19

marketing managers, internal and external partners, and others who need marketing information

Question 20

marketing information

Answer 20

internal data, marketing intelligence, and marketing research

Question 21

Steps in the Marketing Research Process

Answer 21

defining the problem and research objectives, developing the research plan, implementing the research plan, and interpreting and reporting the findings

Question 22

Commercial online databases

Answer 22

Collections of information available from online commercial sources or accessible via the Internet

Question 23

Research Approaches for Primary Data Collection

Answer 23

observation, surveys, and experiments

Question 24

Ethnographic research

Answer 24

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

Question 25

Contact Methods for Primary Data Collection

Answer 25

mail questionnaire, telephone interview, personal interview, or online marketing research

Question 26

Online focus groups

Answer 26

Gathering a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior

Question 27

Factors in designing sampling plans

Answer 27

sampling unit, sample size, sampling procedures

Question 28

Research Instruments for Primary Data Collection

Answer 28

questionnaire and mechanical devices.

Question 29

customer touch points

Answer 29

customer purchases, sales force contacts, service and support calls, Web site visits, satisfaction surveys, credit and payment interactions, market research studies—every contact between a customer and a company.

Question 30

Bid Data

Answer 30

Huge and complex data sets generated by today’s sophisticated information generation, collection, storage, and analysis technologies

Question 31

Online behavior and Social Tracking and Targeting

Answer 31

listening and watching consumers by scanning customer reviews and comments for customer opinions on brand

Question 32

Behavioral Targeting

Answer 32

Using online consumer tracking data to target adevertisments and marketing offers to specific consumers

Question 33

Media Clutter

Answer 33

The excessive amount of ad messages consumers are exposed to daily