Chapter 7

Question 1

Constraints

Answer 1

In a decision, the restrictions placed on potential solutions to a problem

Question 2

Data

Answer 2

The facts and figures related to the project that are divided into two main parts: secondary data and primary data

Question 3

Information Technology

Answer 3

Includes all of the computing resources that collect, store and analyze data

Question 4

Marketing Research

Answer 4

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions

Question 5

Measures of Success

Answer 5

Criteria or standards used in evaluating proposed solutions to the problem

Question 6

Observational Data

Answer 6

Facts and figures obtained by watching how people actually behave, using mechanical, personal or neuromarketing data collection methods

Question 7

Primary Data

Answer 7

Facts and figures that are newly collected for the project

Question 8

Questionnaire Data

Answer 8

Facts and figures obtained by asking people about their attitudes, awareness, intentions and behaviors

Question 9

Sales Forecast

Answer 9

the total sales of a product that a firm expects to sell during a specified time period under specified environmental conditions and its own marketing efforts

Question 10

Secondary Data

Answer 10

Facts and figures that have already been recorded prior to the project at hand