UNT MKTG 3650 EXAM 2 - Strutton
Study online at https://quizlet.com/_5d99s4
successful marketing requires marketers to make current
why marketing research is important
bets about future human behaviors
difficult to predict because everybody thinks they are ra-
human behavior
tional
who wins marketing competitions? marketers that have superior knowledge
- know yourself
three sets of knowledge - know your enemy
- know your terrain
entails small groups of people that are deliberately-select-
ed (to represent the larger population being researched)
focus groups who participate in planned question-prompted discus-
sion
- consistently used by politicians
knowledge the true operant (effective/ useful) resource for marketers
the foundation for:
marketing knowledge operates as... - competitive advantage
- economic growth at micro or macro levels
- descriptive (propositional)
two types of knowledge
- prescriptive (prescriptive)
the insights generated through marketing research de-
scribe changing trends
descriptive knowledge
aka propositional or diagnostic
(1/2 types of knowledge)
informs marketers about what they should do, suggests
prescriptive knowledge logical, strategic steps
(2/2 types of knowledge)
marketing information systems
,UNT MKTG 3650 EXAM 2 - Strutton
Study online at https://quizlet.com/_5d99s4
secures better information; determine and acquire exactly
the sort of information that marketers require to properly
develop and execute strategic marketing plans
putting too much faith into technology, gives a false sense
automation bias
of security
all streams constantly change
people never see the same river twice this relates to consumers/ marketing; marketing research
should be used to monitor these changes
- links customers/ prospects to marketers through info
- analytical fact-based empirical and date driven process
marketing research
- conducted to create solutions where managers can make
better/ more informed bets about the future
- primary
two types of data
- secondary
new or original information (before the research was con-
primary info ducted, the research did not exist)
- most expensive to collect
collected by others (competitors' website, gov't docu-
secondary info
ments, online industry report)
- propositional knowledge
two reasons for marketing research
- prescriptive knowledge
a small quantity of something that accurately reflects the
representative sample
larger entity
permits massive amounts of info to be compressed into a
statistical analysis few meaningful numbers
(ex: mean, median, mode, variance)
aka range; difference between the largest and smallest
variance
values
probability assesments
, UNT MKTG 3650 EXAM 2 - Strutton
Study online at https://quizlet.com/_5d99s4
- allows marketers to make more reasonable decisions
- lets marketing researchers eliminate much of the uncer-
tainty that otherwise would have to manage
- more reasonable and info-driven guesses!!!
1) info identification activities
2) info collection activities
four info-driven activities
3) info-analytical activities
4) info-reporting activities
marketing researchers ask specific questions
information identification activities
(one of the four info-driven activities)
marketers ensure that the data they have collected is ac-
information-collection activities curate (reliable and valid)
(one of the four info-driven activities)
collected from questions that are free from systematic or
reliable info
statistical error
secured from questions measuring exactly what they're
supposed to measure; no more or no less info than need-
valid info
ed
(info can't be [this] without being reliable)
marketers statistically analyze info that was collected;
conducted to develop strategic, knowledge-based infer-
information analytical activities
ences
(one of the four info-driven activities)
entails the conversation of info into actionable knowl-
information reporting activities edge
(one of the four info-driven activities)
- ivory soap guy
- pursued open ended questions when surveying
- "father of modern marketing research"
Study online at https://quizlet.com/_5d99s4
successful marketing requires marketers to make current
why marketing research is important
bets about future human behaviors
difficult to predict because everybody thinks they are ra-
human behavior
tional
who wins marketing competitions? marketers that have superior knowledge
- know yourself
three sets of knowledge - know your enemy
- know your terrain
entails small groups of people that are deliberately-select-
ed (to represent the larger population being researched)
focus groups who participate in planned question-prompted discus-
sion
- consistently used by politicians
knowledge the true operant (effective/ useful) resource for marketers
the foundation for:
marketing knowledge operates as... - competitive advantage
- economic growth at micro or macro levels
- descriptive (propositional)
two types of knowledge
- prescriptive (prescriptive)
the insights generated through marketing research de-
scribe changing trends
descriptive knowledge
aka propositional or diagnostic
(1/2 types of knowledge)
informs marketers about what they should do, suggests
prescriptive knowledge logical, strategic steps
(2/2 types of knowledge)
marketing information systems
,UNT MKTG 3650 EXAM 2 - Strutton
Study online at https://quizlet.com/_5d99s4
secures better information; determine and acquire exactly
the sort of information that marketers require to properly
develop and execute strategic marketing plans
putting too much faith into technology, gives a false sense
automation bias
of security
all streams constantly change
people never see the same river twice this relates to consumers/ marketing; marketing research
should be used to monitor these changes
- links customers/ prospects to marketers through info
- analytical fact-based empirical and date driven process
marketing research
- conducted to create solutions where managers can make
better/ more informed bets about the future
- primary
two types of data
- secondary
new or original information (before the research was con-
primary info ducted, the research did not exist)
- most expensive to collect
collected by others (competitors' website, gov't docu-
secondary info
ments, online industry report)
- propositional knowledge
two reasons for marketing research
- prescriptive knowledge
a small quantity of something that accurately reflects the
representative sample
larger entity
permits massive amounts of info to be compressed into a
statistical analysis few meaningful numbers
(ex: mean, median, mode, variance)
aka range; difference between the largest and smallest
variance
values
probability assesments
, UNT MKTG 3650 EXAM 2 - Strutton
Study online at https://quizlet.com/_5d99s4
- allows marketers to make more reasonable decisions
- lets marketing researchers eliminate much of the uncer-
tainty that otherwise would have to manage
- more reasonable and info-driven guesses!!!
1) info identification activities
2) info collection activities
four info-driven activities
3) info-analytical activities
4) info-reporting activities
marketing researchers ask specific questions
information identification activities
(one of the four info-driven activities)
marketers ensure that the data they have collected is ac-
information-collection activities curate (reliable and valid)
(one of the four info-driven activities)
collected from questions that are free from systematic or
reliable info
statistical error
secured from questions measuring exactly what they're
supposed to measure; no more or no less info than need-
valid info
ed
(info can't be [this] without being reliable)
marketers statistically analyze info that was collected;
conducted to develop strategic, knowledge-based infer-
information analytical activities
ences
(one of the four info-driven activities)
entails the conversation of info into actionable knowl-
information reporting activities edge
(one of the four info-driven activities)
- ivory soap guy
- pursued open ended questions when surveying
- "father of modern marketing research"
