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MKTG 351 > Exam 2 Chap 9 > Flashcards

Exam 2 Chap 9 Flashcards

1
Q

Competitive intelligence

A

An intelligent system that helps manager asses their competition and vendors in order to become more efficient and effective competitors

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2
Q

Source of competitive intelligence

A
  • internet, industry expert, gov, industry trade show, salespeople
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3
Q

Where does competitive intelligence derive from?

A

Military intelligence, competitive intelligence is important tool for helping a firm competitor advantages

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4
Q

Marketing research

A

The process of planning, collecting, analyzing data relevant to a marketing decision

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5
Q

What does market research do?

A
  • link customers to markets through info
  • it is the main data source for management info
  • provide data on the effectives of marketing mix
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6
Q

What are the 3 roles of marketing research

A
  • descriptive
  • diagnostic
  • predictive
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7
Q

Descriptive

A
  • gathering and presenting factual statement

- what is the historic sales trend in the industry

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8
Q

Diagnostic

A
  • explain data

- what was the impact on sales after change in packaging

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9
Q

Predictive

A
  • address “what if”
  • what if question, how can descriptive and diagnostic research be used to predict the result of a planned marketing decision
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10
Q

What do market use marketing research?

A
  • improve the quality of decision making
  • helps managers trace problems
  • helps manager understand detailed and complicated relationship
  • helps manager serve customer accurately and efficiently
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11
Q

Secondary data

A
  • data previously collected for any purpose other than the one at hand
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12
Q

Origins of internal source of secondary data

A
  • the company website
  • annual reports
  • blogs
  • social media post / YT
  • product testing result
  • …
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13
Q

Origin of external source of secondary data

A
  • government agencies
  • trade and industry association
  • business periodicals
  • news media
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14
Q

Secondary data +

A
  • save time and money
  • help formulating problem statement
  • suggest research methods and data solve problems
  • basis for data comparaison
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15
Q

Secondary data -

A
  • may not give adequate detailed information

- quality and accuracy of data may pose a problem

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16
Q

Primary data

A

Information that is collected for the first time

- used to solve the particular problem at hand

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17
Q

Survey research

A

The most popular technique for gathering primary data

- goal get: facts, opinion, attitudes

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18
Q

Types of survey research interviews

A
  • in home personal interviews

- mall intercept interviews

19
Q

In home personal interviews

A

In home personal interviews often provide high quality info.

- tend to be expensive because fo interviewers travel time

20
Q

Mall intercept interviews

A

A survey research method that involves interviewing people in common areas of shopping mall

21
Q

Executive interview (survey research)

A

Type of survey that usually involves interviewing business people at their office

22
Q

Focus groups (survey research)

A

7 to 10 people who participate in a group discussion

- discussion lead by moderator

23
Q

Telephone interview

A

Cost less than personal interview, but cost rapidly increase due to respondent refusal to participate

24
Q

What cost less than personal interviews

A

Telephone interviews

25
Q

Why does cost increase in telephone interviews

A

Cuz people dont want to participate

26
Q

Central-location téléphone (CLT) facility

A

Specially designed phone rooms used to conduct phone survey

27
Q

Mail survey alternative

A

Mail panels

28
Q

Benefits of mail survey

A
  • low cost
  • elimination of interviews and field supervisors
  • centralized control
  • …
29
Q

Computer assisted personal interviews

A

Interviewing method in which the interviewer reads question to the respondent off a computer screen.
- data enter into pc

30
Q

Computer assisted self-interviewing

A

Interview method in which a mall interviewer intercept and directs willing respondents to nearby computer.
- responds read question from pc and direct answer on pc

31
Q

Questionnaire design

A
  • open ended question
  • close ended question
  • scaled response question
32
Q

Questionnaire

A

People are ask the same questions

33
Q

Open ended questions

A

Interviews question that encourage an answer phrased in the respondent own words

34
Q

Closed ended question

A

Interview question that ask the respondent to make a selection from limited list of response

35
Q

Scales response question

A

A closed ended question designed to measure the intensity of a respondent answer

36
Q

Observation research

A

Method relis on 4 types of observation

37
Q

What are the 4 types of observation research

A
  • people watching people
  • people watching activity
  • machines watching people
  • machines watching activity
38
Q

Mystery shopper

A

Researcher posing as customers who gather observational data about a store

39
Q

Behavioral targeting (BT)

A

Form of observation marketing that combines a consumer’s online activity with psychographic and demographic profiles that is in the data base

40
Q

Virtual shopping

A

Simulation of actual retail store environment on a computer

41
Q

Experiment

A

A method of gathering primary data in which the researcher alter one or more variables while observing the effects of those alteration on another variable

42
Q

Ethnographic research

A

The study of human behavior in its natural context, involves observation of behavior and physical setting

43
Q

Social media’s monitoring

A

Tools to monitor online buzz

MKTG 351 (10 decks)

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