Chapter 7 (Book)

Question 1

Marketing research

Answer 1

Procedures that develop and analyze new information about a market

Question 2

MIS (marketing information system

Answer 2

Which is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions

Question 3

Big data

Answer 3

Data sets too large and complex to work with typical database management tools

Question 4

Data warehouse

Answer 4

A place where databases are stored so that they are available when needed

Question 5

Intranet

Answer 5

A system for linking computers within a company

Question 6

DSS (decision support system)

Answer 6

A computer program that makes it easy for a marketing manager to get and use information

Question 7

Marketing research process (5 steps)

Answer 7

1. Defining the problem
2. Analyzing the situation
3. Getting problem-specific data
4. Interpreting the data
5. Solving the problem

Question 8

Primary data

Answer 8

Information specifically collected to solve a current problem. (too often researchers rush to gather primary data when much relevant secondary information is already available - at little or no cost!

Question 9

Secondary data

Answer 9

Information that has been collected or published already

Question 10

Qualitative research

Answer 10

Seeks in-depth, open-ended responses, not yes or no answers

Question 11

Quantitative research

Answer 11

Seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics