Marketing 210 Exam 1 Chapter 9

Question 1

Marketing Research

Answer 1

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

Question 2

Marketing Research Problem

Answer 2

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

Question 3

Marketing Research Objective

Answer 3

The goal statement for the research.

Question 4

Management Decision Problem

Answer 4

Uses marketing research in order for managers to take proper actions.

Question 5

Secondary Data

Answer 5

Data previously collected for any purpose other than the one at hand.

Question 6

Big Data

Answer 6

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 7

Research Design

Answer 7

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

Question 8

Primary Data

Answer 8

Information collected for the first time, are used for solving the particular problem under investigation.

Question 9

Survey Research

Answer 9

When a researcher either interacts with people or posts a questionnaire online to obtain facts, opinions, and attitudes.

Question 10

Mall Intercept Interview

Answer 10

Conducted in the common area of a shopping mall or in a market research office within the mall.

Question 11

Computer-Assisted Personal Interviewing

Answer 11

The researcher conducts in-person interviews, reads questions to the respondent off a screen, and directly keys the respondent’s answers into the mobile device.

Question 12

Computer-Assisted Self Interviewing

Answer 12

Each respondent reads questions off the screen and directly keys his or her answers into the device.

Question 13

(CLT)

Central-Location Telephone Facility

Answer 13

A specially designed phone room used to conduct telephone interviewing.

Question 14

Executive Interview

Answer 14

Involves interviewing businesspeople at their offices concerning industrial products or services, a process that is very expensive.

Question 15

Focus Group

Answer 15

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

Question 16

Open-Ended Question

Answer 16

Encourages an answer phrased in the respondent’s own words.

Question 17

Closed-Ended Question

Answer 17

Asks the respondent to make a selection from a limited list of responses.

Question 18

Scaled-Response Question

Answer 18

Closed-ended question designed to measure the intensity of a respondent’s answer.

Question 19

Observation Research

Answer 19

Watching what people do or using machines to watch what people do.

Question 20

Mystery Shoppers

Answer 20

Researchers posing as customers to gather observational data about a store and collect data about customer/employee interactions.

Question 21

(BT)

Behavioral Targeting

Answer 21

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

Question 22

Social Media Monitering

Answer 22

Using automated tools to monitor online buzz, chatter, and conversations—a researcher can learn what is being said about the brand and the competition.

Question 23

Ethnographic Research

Answer 23

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

Question 24

Experiment

Answer 24

A method a researcher can use to gather primary data.

Question 25

Sample

Answer 25

A subset from a larger population.

Question 26

Universe

Answer 26

The population from which a sample will be drawn.

Question 27

Probability Sample

Answer 27

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

Question 28

Random Sample

Answer 28

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 29

Non-probability Sample

Answer 29

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

Question 30

Convenience Sample

Answer 30

Uses respondents who are convenient or readily accessible to the researcher—for instance, employees, friends, or relatives.

Question 31

Measurement Error

Answer 31

When there is a difference between the information desired by the researcher and the information provided by the measurement process.

Question 32

Sampling Error

Answer 32

When a sample somehow does not represent the target population.

Question 33

Frame Error

Answer 33

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

Question 34

Random Error

Answer 34

When the selected sample is an imperfect representation of the overall population.

Question 35

Field Service Firm

Answer 35

Specializes in interviewing respondents on a subcontracted basis.

Question 36

Cross-Tabulation

Answer 36

Lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

Question 37

InfoScan

Answer 37

A scanner-based sales-tracking service for the consumer packaged-goods industry.

Question 38

NeuroMarketing

Answer 38

The process of researching brain patterns and measuring certain physiological responses to marketing stimuli.

Question 39

(CI) Competitive Intelligence

Answer 39

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