Chapter 9

Question 1

Marketing Research Problem

Answer 1

Determining what information is needed and how that information can be obtained efficiently and effectively.

Question 2

Marketing Research Objective

Answer 2

Specific information needed to solve a marketing research problem; the objective should be to provide insightful decision-making information.

Question 3

Management Decision Problem

Answer 3

a broad based problem that uses marketing research in order for managers to take proper actions

Question 4

Secondary Data

Answer 4

data previously collected for any purpose other than the one at hand

Question 5

Research design

Answer 5

specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed

Question 6

Primary Data

Answer 6

information that is collected for the first time; used for solving the particular problem under investigation

Question 7

Survey Research

Answer 7

the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes

Question 8

Mall intercept interview

Answer 8

a survey research method that involves interviewing people in the common areas of shopping malls

Question 9

Computer-assisted PERSONAL interviewing

Answer 9

a method in which the interviewer reads questions from a computer screen and enters the respondents data directly into the computer

Question 10

Computer-assisted self interviewing

Answer 10

an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.

Question 11

Central location telephone (CLT) facility

Answer 11

a specially designed phone room used to conduct telephone interviewing

Question 12

Executive interview

Answer 12

a type of survey that involves interviewing business people at their offices concerning industrial products or services

Question 13

Focus group

Answer 13

7 to 10 people who participate in a group discussion led by a moderator

Question 14

Open ended question

Answer 14

an interview question that encourages an answer phrased in the respondents own words.

Question 15

Closed-ended question

Answer 15

an interview question that asks the respondent to make a selection from a limited list of responses.

Question 16

Scaled Response question

Answer 16

a closed ended question designed to measure the intensity of a respondents answer

Question 17

Observation research

Answer 17

method that relies on 4 types of observation: People watching people, people watching an activity, machines watching people; and machines watching an activity

Question 18

Mystery Shoppers

Answer 18

researchers posing as customers who gather observational data about a store

Question 19

Behavioral targeting

Answer 19

form of observation marketing research that combines consumer’s online activity with psychographic and demographic profiles compiled in databases

Question 20

Social Media monitoring

Answer 20

the use of automated tools to monitor online buzz, chatter, and conversations

Question 21

Big Data

Answer 21

the exponential growth in the volume, variety, and velocity of information and the development of complex, new tools to analyze and create meaning from such data.

Question 22

Ethnographic research

Answer 22

the study of human behavior in its natural context; involves observation of behavior and physical setting

Question 23

Experiment

Answer 23

a method of gathering primary data in which the researcher alters one or more variables while observing the effects of those alterations on another vehicle.

Question 24

Sample

Answer 24

a subset from a larger population

Question 25

Universe

Answer 25

the population from which a sample will be drawn

Question 26

Probability Sample

Answer 26

a sample in which every element in the population has a known statistical likelihood of being selected

Question 27

Random Sample

Answer 27

a sample arranged in such a way that every element of the population has an equal chance of being selected as part of the sample.

Question 28

Non probability sample

Answer 28

any sample in which little or no attempt is made to get a representative cross section of the population

Question 29

Convenience Sample

Answer 29

a form of nonprobability sample using respondents who are convenient or readily accessible to the researcher-for example, employees, friends, or relatives

Question 30

Measurement error

Answer 30

an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process

Question 31

Sampling Error

Answer 31

an error that occurs when a sample somehow does not represent the target population

Question 32

Frame error

Answer 32

an error that occurs when a sample drawn from a population differs from the target population

Question 33

Random Error

Answer 33

an error that occurs when the selected sample is an imperfect representation of the overall population

Question 34

Field Service Firm

Answer 34

a firm that specializes in interviewing respondents on a subcontracted basis

Question 35

Cross tabulation

Answer 35

a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions

Question 36

Consumer generated media CGM

Answer 36

media that consumers generate and share among themselves

Question 37

Scanner-based research

Answer 37

a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy

Question 38

BehaviorScan

Answer 38

a scanner based research program that tracks the purchases of 3,000 households through store scanners in each research market.

Question 39

InfoScan

Answer 39

a scanner bases sales tracking service for the consumer packaged goods industry

Question 40

neuromarketing

Answer 40

a field of marketing that studies the body’s responses to marketing stimuli

Question 41

Competitive intelligence (CI)

Answer 41

an intelligence system that helps managers assess their competition and vendors in order to become more efficient competitors