mktg 465 final 01S

Question 1

developing and maintaining a viable fit between the organization (strengths/weaknesses) and the external environment

Answer 1

strategic marketing

Question 2

generating info to reduce uncertainty in strategic decision making

Answer 2

marketing research

Question 3

managing the information flows between the marketer and customers

Answer 3

market analysis

Question 4

managing the information flows between the marketer and competitors

Answer 4

competitive analysis

Question 5

managing the information flows between the marketer and environment

Answer 5

trends analysis

Question 6

two ways of generating market information

Answer 6

ask the seller, ask the buyer

Question 7

what way of generating market information implies a product/production orientation

Answer 7

ask the seller

Question 8

what way of generating market information doesnt use customer data?

Answer 8

ask the seller

Question 9

what are the basis’ of information in ask the seller?

Answer 9

authority, tradition, intuition

Question 10

what is the authority basis of information?

Answer 10

“because i say it so”

Question 11

what is the tradition basis of information?

Answer 11

“because that’s the way it has always been done”

Question 12

what is the intuition basis of information?

Answer 12

“because it just makes sense”

Question 13

what is the problem with the intuition basis of information?

Answer 13

logical fallacies & contradictions

Question 14

what way of generating market information implies a market orientation?

Answer 14

ask the buyer

Question 15

what is the problem with ask the buyer?

Answer 15

consumers may not possess willingness/ability to respond

Question 16

what are the basis’ of information in ask the buyer?

Answer 16

scientific method

Question 17

a systematic, controlled, empirical, and critical investigation of hypothetical propositions about the presumed relationship among phenomena

Answer 17

scientific method

Question 18

what type of research is to provide preliminary insights? what is an example?

Answer 18

exploratory
interviews

Question 19

what type of research is to provide explanation at a given point in time? what is an example?

Answer 19

descriptive
surveys

Question 20

what type of research is to test hypotheses regarding strength and direction? what is an example?

Answer 20

casual
experiments

Question 21

what is the main marketing problem?

Answer 21

“problem identification is the problem”

Question 22

how do you spell his last name?

Answer 22

kulchitsky

Question 23

in terms of the marketing problem, “problem identification is the problem”, what is this issue?

Answer 23

• managers tend to act rather than plan
• organizational culture may not be supportive
• systems or structures may mitigate against problem discovery
• attention to symptoms not problems

Question 24

what is the marketing problem based on?

Answer 24

strategy, what could you do

Question 25

what is the research problem based on?

Answer 25

information, should you do it?

Question 26

how do you measure data integrity?

Answer 26

RATE - relevant, accurate, timely, efficient

Question 27

to observe people in natural settings or in naturally occurring situations

Answer 27

observation

Question 28

what are the pros of oberservation

Answer 28

objective, current behaviour

Question 29

what are the cons of observation

Answer 29

no control over data gathering, no understanding of motive

Question 30

an investigation of behaviour where the respondents are aware of the task and the researcher is known

Answer 30

overt observation

Question 31

a study where the participants are unaware that their behaviour is being observed and/or recorded

Answer 31

covert observation

Question 32

a study where the researcher interacts with the respondents and manipulates the environment as the study progresses

Answer 32

participative observation

Question 33

what is the problem with overt observation?

Answer 33

people change their behaviour

Question 34

a distortion of measurement resulting from the actions or cognitive behaviour of the witnessing observer

Answer 34

observer bias

Question 35

what are the 2 categories of observer bias?

Answer 35

administration & selective perception

Question 36

what are the potential issues in the category of administration in observer bias?

Answer 36

sample design error & procedural errors in coding and tabulation

Question 37

to interact with people for the purpose of recording attitudes and behaviours

Answer 37

communication

Question 38

what are the pros of commication?

Answer 38

versatile, ability to record attitudes and motivations

Question 39

what are the cons of communication?

Answer 39

subjective, random error

Question 40

what are the methods of communication?

Answer 40

exploratory, descriptive, casual

Question 41

what is the exploratory method of communication?

Answer 41

small sample studies for discovery of ideas and insights - qualitative analysis

Question 42

what is the descriptive method of communication?

Answer 42

larger sample studies to describe the characteristics of a population - quantitative

Question 43

what is the casual method of communication?

Answer 43

an investigation to identify cause-effect relationships - quantitative

Question 44

what are the 3 possible communication errors?

Answer 44

administration, random error, systematic error

Question 45

what are the 3 types of administration communication errors?

Answer 45

sample design error, data processing error, interviewer error

Question 46

what are the 3 types of sample design errors?

Answer 46

population specification error, selection error, frame error

Question 47

procedural errors in data entry and processing

Answer 47

data processing error

Question 48

what are the 2 types of systematic communication errors?

Answer 48

non-response bias, response bias

Question 49

statistical difference between those who respond and those who do not respond

Answer 49

non-response bias

Question 50

error that results from the tendency of people to answer a question incorrectly

Answer 50

response bias

Question 51

what are the 2 types of response bias?

Answer 51

characteristics and external influence

Question 52

what are the 3 categories of characteristics that influence response bias?

Answer 52

ya sayers, social desirability, extremity/neutrality

Question 53

what are the 2 types of external influence that influence response bias?

Answer 53

sponsor organization and interviewer