BUS 345 MARKETING RESEARCH FINAL ALL TERMS
Marketing (3) - Answers - The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges
that satisfy individual and organizational objectives
Marketing concept (4) - Answers - A business philosophy based on consumer
orientation, goal orientation, and systems orientation
Consumer orientation (4) - Answers - The identification of and focus on the people or
firms most likely to buy a product, and the production of a good or service that will meet
their needs most effectively
Goal orientation (4) - Answers - A focus on the accomplishments of corporate goals; a
limit set on consumer orientation
Systems orientation (4) - Answers - The creation of systems to monitor the external
environment and deliver the desired marketing mix to the target market
Marketing mix (4) - Answers - The unique blend of product/service, pricing, promotion,
and distribution strategies designed to meet the needs of a specific target market
Marketing research (6 S1-24, S2-4) - Answers - The planning, collecting, and analysis
of data relevant to marketing decision-making and the communication of the results of
this analysis to management
Descriptive function (6) - Answers - The gathering and presentation of statements of
fact
Diagnostic function (6) - Answers - The explanation of data or actions
Predictive function (7) - Answers - Specification of how to use descriptive and diagnostic
research to predict the results of a planned marketing decision
Return on quality (7) - Answers - A management objective based on the principles that,
1 the quality being delivered is at a level preside by target market, and 2 that level of
quality must have a positive impact on profitability
Marketing strategy (9) - Answers - A plan to guide the long-term use of a firm's
resources, based on its existing and projected internal capabilities and on projected
changes in the external environment
,Applied research (10) - Answers - Research aimed at solving a specific, pragmatic
problem-better understanding of the marketplace, determination of why a strategy or
tactic failed, or reduction of uncertainty in management decision-making
Basic, or pure, research (10) - Answers - Research aimed at expanding the frontiers of
knowledge rather than solving a specific, pragmatic problem
Programmatic research (10) - Answers - Research conducted to develop marketing
options through marketing segmentation, marketing opportunity analysis, or consumer
attitude and produce usage studies
Selective research (11) - Answers - Restart used to test decision alternatives
Evaluative research (11) - Answers - Research done to access program performance
Opportunity identification (32) - Answers - Using marketing research to find and
evaluate new opportunities
Situation analysis (34) - Answers - The study of the decision-making environment within
which the marketing research will take place
Exploratory research (34 also S2 and S3-7) - Answers - Preliminary research conducted
to increase understanding of a concept, to clarify the exact nature of the problem to be
solved, or to identify important variables to be studied; provides insights into and
comprehension of a situation or issue and is often done in early stages to fully
crystallize the research question. Case studies, focus groups i.e., qualitative research.
Flexible, versatile, but not conclusive. Discovery of ideas and insights
Pilot studies (34) - Answers - Surveys that use a limited number of respondents and
often employ less rigorous sampling techniques than I employed in larger, quantitative
studies
Experience surveys (36) - Answers - Discussions with knowledgable individuals, both
inside and outside the organization, who may provide insights into the problem
Case analysis (36) - Answers - The review of information from situations that are similar
to the current one
Marketing research problem (38) - Answers - A statement specifying the type of
information needed by the decision-maker to help solve the management decision
problem and how that information can be obtained efficiently and effectively
Marketing research objective (38 also S2-13) - Answers - A goal statement, defining the
specific information needed to solve the marketing research problem
, Management decision problem (38) - Answers - A statement specifying the type of
managerial action required to solve the problem
Hypothesis (40) - Answers - A conjectural statement about a relationship between two
or more variables that can be tested with empirical data
Research design (41 also S2) - Answers - The plan to be followed to answer the
marketing research objectives; framework or blueprint for conducting the marketing
research project; it details the procedures necessary for obtaining the required
information. Exploratory, descriptive, causal
Descriptive studies (42) - Answers - Research studies that answer the questions "who,
what, when, where, and how?"
Variable (42) - Answers - A symbol or concept that can assume anyone of a set of
values
Causal studies (42) - Answers - Research studies that examine whether the value of
one variable causes or determines the value of another variable
Dependent variable (42 also 451) - Answers - A symbol or concept expected to be
explained or influenced by the independent variable; the variable expected to be
explained or caused by the independent variable
Independent variable (42 also 451) - Answers - A symbol or concept over which the
researcher has some control that is hypothesized to cause or influence the dependent
variable; the variable believed to affect the value of the dependent variable
Temporal sequence (42) - Answers - An appropriate causal order of events
Concomitant variation (42) - Answers - The degree to which a presumed cause and a
presumed effect occur to very together
Spurious association (43) - Answers - A relationship between a presumed cause and a
presumed effect that occur as a result of an unexamined variable or set of variables
Survey research (43) - Answers - Research in which an interviewee, except in mail,
kiosk and Internet service, interacts with respondents to obtain facts, opinions, and
attitude
Observational research (43) - Answers - Typically descriptive research that monitors
respondents' actions without direct interaction. The systematic process of witnessing
and recording the behavioral patterns of objects, people and events without directly
communicating with them
Marketing (3) - Answers - The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges
that satisfy individual and organizational objectives
Marketing concept (4) - Answers - A business philosophy based on consumer
orientation, goal orientation, and systems orientation
Consumer orientation (4) - Answers - The identification of and focus on the people or
firms most likely to buy a product, and the production of a good or service that will meet
their needs most effectively
Goal orientation (4) - Answers - A focus on the accomplishments of corporate goals; a
limit set on consumer orientation
Systems orientation (4) - Answers - The creation of systems to monitor the external
environment and deliver the desired marketing mix to the target market
Marketing mix (4) - Answers - The unique blend of product/service, pricing, promotion,
and distribution strategies designed to meet the needs of a specific target market
Marketing research (6 S1-24, S2-4) - Answers - The planning, collecting, and analysis
of data relevant to marketing decision-making and the communication of the results of
this analysis to management
Descriptive function (6) - Answers - The gathering and presentation of statements of
fact
Diagnostic function (6) - Answers - The explanation of data or actions
Predictive function (7) - Answers - Specification of how to use descriptive and diagnostic
research to predict the results of a planned marketing decision
Return on quality (7) - Answers - A management objective based on the principles that,
1 the quality being delivered is at a level preside by target market, and 2 that level of
quality must have a positive impact on profitability
Marketing strategy (9) - Answers - A plan to guide the long-term use of a firm's
resources, based on its existing and projected internal capabilities and on projected
changes in the external environment
,Applied research (10) - Answers - Research aimed at solving a specific, pragmatic
problem-better understanding of the marketplace, determination of why a strategy or
tactic failed, or reduction of uncertainty in management decision-making
Basic, or pure, research (10) - Answers - Research aimed at expanding the frontiers of
knowledge rather than solving a specific, pragmatic problem
Programmatic research (10) - Answers - Research conducted to develop marketing
options through marketing segmentation, marketing opportunity analysis, or consumer
attitude and produce usage studies
Selective research (11) - Answers - Restart used to test decision alternatives
Evaluative research (11) - Answers - Research done to access program performance
Opportunity identification (32) - Answers - Using marketing research to find and
evaluate new opportunities
Situation analysis (34) - Answers - The study of the decision-making environment within
which the marketing research will take place
Exploratory research (34 also S2 and S3-7) - Answers - Preliminary research conducted
to increase understanding of a concept, to clarify the exact nature of the problem to be
solved, or to identify important variables to be studied; provides insights into and
comprehension of a situation or issue and is often done in early stages to fully
crystallize the research question. Case studies, focus groups i.e., qualitative research.
Flexible, versatile, but not conclusive. Discovery of ideas and insights
Pilot studies (34) - Answers - Surveys that use a limited number of respondents and
often employ less rigorous sampling techniques than I employed in larger, quantitative
studies
Experience surveys (36) - Answers - Discussions with knowledgable individuals, both
inside and outside the organization, who may provide insights into the problem
Case analysis (36) - Answers - The review of information from situations that are similar
to the current one
Marketing research problem (38) - Answers - A statement specifying the type of
information needed by the decision-maker to help solve the management decision
problem and how that information can be obtained efficiently and effectively
Marketing research objective (38 also S2-13) - Answers - A goal statement, defining the
specific information needed to solve the marketing research problem
, Management decision problem (38) - Answers - A statement specifying the type of
managerial action required to solve the problem
Hypothesis (40) - Answers - A conjectural statement about a relationship between two
or more variables that can be tested with empirical data
Research design (41 also S2) - Answers - The plan to be followed to answer the
marketing research objectives; framework or blueprint for conducting the marketing
research project; it details the procedures necessary for obtaining the required
information. Exploratory, descriptive, causal
Descriptive studies (42) - Answers - Research studies that answer the questions "who,
what, when, where, and how?"
Variable (42) - Answers - A symbol or concept that can assume anyone of a set of
values
Causal studies (42) - Answers - Research studies that examine whether the value of
one variable causes or determines the value of another variable
Dependent variable (42 also 451) - Answers - A symbol or concept expected to be
explained or influenced by the independent variable; the variable expected to be
explained or caused by the independent variable
Independent variable (42 also 451) - Answers - A symbol or concept over which the
researcher has some control that is hypothesized to cause or influence the dependent
variable; the variable believed to affect the value of the dependent variable
Temporal sequence (42) - Answers - An appropriate causal order of events
Concomitant variation (42) - Answers - The degree to which a presumed cause and a
presumed effect occur to very together
Spurious association (43) - Answers - A relationship between a presumed cause and a
presumed effect that occur as a result of an unexamined variable or set of variables
Survey research (43) - Answers - Research in which an interviewee, except in mail,
kiosk and Internet service, interacts with respondents to obtain facts, opinions, and
attitude
Observational research (43) - Answers - Typically descriptive research that monitors
respondents' actions without direct interaction. The systematic process of witnessing
and recording the behavioral patterns of objects, people and events without directly
communicating with them
