D374 marketing research
1. the process of gathering and interpreting data for use in developing, imple- menting and monitoring the firm's
marketing plans: marketing research
2. how does marketing research influence the marketing mix?: marketing mix is the 4 p's (ask questions about an
existing product and the demand of that product, what do people want in a new product, see what competitors are pricing
their products at, what are customers willing to pay)
3. who need/uses marketing research?: the three major categories of firms are companies that product or sell
products or services, advertising agencies and marketing research companies; other organizations include government
agencies, trade associations and universities
4. what are the four main steps of the marketing research process: problem definition, data collection, data
analysis, information reporting
5. why is the problem definition step important?: if you define the wrong problem, then it will affect the rest of the
marketing research process
6. why is data collection step important?: the data could get skewed or you could collect the wrong data; who/what
kind of data you are collecting will influence your outcome
7. why is data analysis step important?: interpreting the data the wrong way will lead to bad results; what is the data
telling you rather than what does the customer want to hear
8. why is information reporting important?: provide information as well as rec- ommendations
9. what are the three "types" of research included in the process?: exploratory, descriptive and causal
10.gain ideas to better define problems/opportunties: exploratory research
11.describing populations (e.g. patters of behavior) and how variables are related; what are the relationships
among these variables: descriptive research
12.identify cause and effect relationships: causal research
13.what are the two types of decision problems and what is the difference?-
: discovery oriented (asked what/why?) strategy oriented (asks how? - course of action)
14.what is the difference between research problem and decision problem?-
: decision problem is questions decision-makers face
research problem analyzes what variables can/should we study
15.when should researchers use exploratory research?: when you don't have a clearly defined problem (ex. why are
sales dropping); you can look internally in the company or externally in the industry
16. what are the 6 main types of exploratory studies: interview, data mining, case analysis, literature search,
focus groups, projective methods
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9
, D374 marketing research
17.market research use for deals largely with determining which mar- keting
opportunities are worthwhile and which are not promising for the firm: planning
18.the primary reasons for studying marketing research include: some may pursue a career in marketing research,
knowledge of marketing research makes for a "smarter" consumer, managers should know the benefits and limitations of
mar- keting research, managers should gain an appreciation for the marketing research process
19.globex corporation has been receiving an unusually high number of nega- tive customer comments on its
Facebook page. From this, management real- izes some sort of customer satisfaction problem exists, but otherwise
knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort
to address the problem?: exploratory research
20.the marketing manager at Widgets R Us became aware that a leading com- petitor was conducting an
extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and
administer a cus- tomer survey immediately. What phase of the marketing research process has this manager
likely skipped?: problem definition
21.a company selling a food product had received a number of complaints about its packaging. After
researching the complaints, the company switched packaging, and sales increase significantly. In marketing
research terms, this type of change is best understood as: unplanned change
22.a is simply a document that describes, as specifically as possible, the nature of the problem for which
research is sought that asks providers to offer proposals: request for proposal
23.secondary data can exist: inside or outside the organization
24.a big disadvantage of the systems approach is: managers are limited to the information that is available in the
database
25.which of the following is an example of how standardized marketing infor- mation can be used?: profiling
customers, measuring product sales and market share, measuring advertising exposure and effectiveness
26.which of the following represents the greater challenge when it comes to understanding consumers' online
activities?: determining the demographics of visitors to a website
27.which of the following is no a common activity of a marketing research department?: determining the
most effective production sequences for a plant
28.what type of data was collected for another purpose, but can be used to address a current problem?:
secondary data
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1. the process of gathering and interpreting data for use in developing, imple- menting and monitoring the firm's
marketing plans: marketing research
2. how does marketing research influence the marketing mix?: marketing mix is the 4 p's (ask questions about an
existing product and the demand of that product, what do people want in a new product, see what competitors are pricing
their products at, what are customers willing to pay)
3. who need/uses marketing research?: the three major categories of firms are companies that product or sell
products or services, advertising agencies and marketing research companies; other organizations include government
agencies, trade associations and universities
4. what are the four main steps of the marketing research process: problem definition, data collection, data
analysis, information reporting
5. why is the problem definition step important?: if you define the wrong problem, then it will affect the rest of the
marketing research process
6. why is data collection step important?: the data could get skewed or you could collect the wrong data; who/what
kind of data you are collecting will influence your outcome
7. why is data analysis step important?: interpreting the data the wrong way will lead to bad results; what is the data
telling you rather than what does the customer want to hear
8. why is information reporting important?: provide information as well as rec- ommendations
9. what are the three "types" of research included in the process?: exploratory, descriptive and causal
10.gain ideas to better define problems/opportunties: exploratory research
11.describing populations (e.g. patters of behavior) and how variables are related; what are the relationships
among these variables: descriptive research
12.identify cause and effect relationships: causal research
13.what are the two types of decision problems and what is the difference?-
: discovery oriented (asked what/why?) strategy oriented (asks how? - course of action)
14.what is the difference between research problem and decision problem?-
: decision problem is questions decision-makers face
research problem analyzes what variables can/should we study
15.when should researchers use exploratory research?: when you don't have a clearly defined problem (ex. why are
sales dropping); you can look internally in the company or externally in the industry
16. what are the 6 main types of exploratory studies: interview, data mining, case analysis, literature search,
focus groups, projective methods
1/
9
, D374 marketing research
17.market research use for deals largely with determining which mar- keting
opportunities are worthwhile and which are not promising for the firm: planning
18.the primary reasons for studying marketing research include: some may pursue a career in marketing research,
knowledge of marketing research makes for a "smarter" consumer, managers should know the benefits and limitations of
mar- keting research, managers should gain an appreciation for the marketing research process
19.globex corporation has been receiving an unusually high number of nega- tive customer comments on its
Facebook page. From this, management real- izes some sort of customer satisfaction problem exists, but otherwise
knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort
to address the problem?: exploratory research
20.the marketing manager at Widgets R Us became aware that a leading com- petitor was conducting an
extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and
administer a cus- tomer survey immediately. What phase of the marketing research process has this manager
likely skipped?: problem definition
21.a company selling a food product had received a number of complaints about its packaging. After
researching the complaints, the company switched packaging, and sales increase significantly. In marketing
research terms, this type of change is best understood as: unplanned change
22.a is simply a document that describes, as specifically as possible, the nature of the problem for which
research is sought that asks providers to offer proposals: request for proposal
23.secondary data can exist: inside or outside the organization
24.a big disadvantage of the systems approach is: managers are limited to the information that is available in the
database
25.which of the following is an example of how standardized marketing infor- mation can be used?: profiling
customers, measuring product sales and market share, measuring advertising exposure and effectiveness
26.which of the following represents the greater challenge when it comes to understanding consumers' online
activities?: determining the demographics of visitors to a website
27.which of the following is no a common activity of a marketing research department?: determining the
most effective production sequences for a plant
28.what type of data was collected for another purpose, but can be used to address a current problem?:
secondary data
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9
