Ch 9

Question 0

What is primary data?

Answer 0

To address specific research needs

Question 1

What are the five steps in the marketing research process?

Answer 1

1: define objectives & research needs
2: design the research
3: data collection
4: analyze data, and develop insights
5: action plan and implementation

Question 2

What is secondary data?

Answer 2

Info collected prior

Question 3

What is syndicated data?

Answer 3

Available for a fee from commercial research firms

Question 4

What is scanner data?

Answer 4

Syndicated external secondary data from UPS codes

Question 5

What is panel data?

Answer 5

Collected from a group of consumers

Question 6

What is data mining?

Answer 6

Use of statistical analysis tools to uncover patterns

Question 7

What are four types of exploratory research?

Answer 7

Observation
Focus groups
In-Depth interviews
Social Media

Question 8

What are four types of conclusive research?

Answer 8

Experiments
Survey
Scanner
Panel

Question 9

What is information?

Answer 9

Data that has been interpreted

Question 10

What is churn?

Answer 10

of consumers who stop using product / # average if consumers