Marketing Research
1. well planned and executed strategy-oriented marketing research should product what?: a choice among
strategic alternatives.
2. what can managers not clearly and precisely state about what they want investigated?: they cannot clearly
and precisely state the nature of the decision problem they want investigated.
3. what is the main purpose of discovery-oriented marketing research?: to find out what is happening and why
4. the fundamental source of marketing research problems are what?: planned change and unplanned change
5. what does a research request agreement include?: the decision problem confronting the manager, the target
population from which a sample will be drawn, and an approximation of the time and expense of the research project.
6. Market orientation: a main reason for marketing research.
7. Marketing research definition: the firm's formal communication link with the environment.
8. Why NOT to conduct marketing research: When the research is unethical, it wouldn't be used, the results wouldn't
be actionable, when the decision has already been made, when managers cannot agree on what they need to know, and
when the information already exists.
9. who is the world's largest marketing research firm?: the Nielson Co.
10.The Manipulator: ...and the headline's going to read "4 out of 5 dogs prefer Flea Bits over the next leading brand."
11.The Expediter: Uh, that was a great study you did...Er. I've got a meeting with the president tomorrow morning.
What do you think we should do?
12.The Information Lover: wow! that is really interesting... how about going back and doing another cross-
tabulation, this time between shoe size and pet ownership, and let's see what that looks like.
13.Marketing Information Systems: A set of procedures and methods for regular planned collection, analysis, and
presentation of information for use in making marketing decisions.
14.Sales Analysis reports: sales revenue by region, by product, by salesperson, salesperson margin report, and
selling expenditures per contact.
15.Decision Support Systems: a coordinated collection of data, systems, tools and techniques with supporting
software and hardware, by which an organization gathers and interprets relevant information from business and the
environment and turns it into a basis for marketing action.
16. DDS Components: Data system and model system go into Dialog system which go into information.
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17.limitations of the systems approach: managers won;t always share their de- cision making processes, time costs,
monetary costs, and data availability--analysis is limited to the data that are in the system.
18.Data mining: the use of powerful analytic technologies to quickly and thoroughly explore mountains of data,
isolating the valuable, useful information--the domain intelligence--that the user needs.
19.stages of the research process: formulate problem, determine research de- sign, determine data collection method,
design data collection method, design data collection forms, design sample and collect data, analyze and interpret the
data, and prepare the research report.
20.Marketing research total error: poorly written research report, poor problem formulation, selection of
improper research design, poor data collection methods, inadequate sample design, inadequate sample size, improper
use of statistical procedures, and poor logic.
21.marketing ethics: the principles, values, and standards of conduct followed by marketers.
22.three methods of ethical reasoning: utility- do benefits exceed costs? rights- are human rights
respected?
justice- are benefits and costs fairly distribute?
23.common sense: if proposed course of action violates your common sense then don't do it.
24.one's best self: if the proposed course of action is not consistent with your perception of yourself at your best,
don't engage it.
25.marketing something public: if you would not be comfortable with people knowing you did something then
don't do it.
26.ventilation: expose your proposed course of action to others' opinions. Don't keep your ethical dilemma to
yourself. Get a second opinion.
27.purified idea: don't think that others, such as an account or lawyer, can "purify" your proposed action by saying
they think it is okay. You will still be held responsible.
28.Big Four: dont compromise your action or decision by GREED, SPEED, LAZI- NESS, or HAZINESS.
29.Gag test: if you gag at the prospect of carrying out a proposed course of action, don't do it.
30.Research respondent rights: right to choose, safety, to be informed, and to privacy.
31.unethical practices: research supplier- low-ball pricing, lack of objectivity, abuse of respondents, selling
unnecessary research, violating client confidentiality. Research client- issuing bid requests when supplier predetermined,
obtaining free advice via bid requests.
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1. well planned and executed strategy-oriented marketing research should product what?: a choice among
strategic alternatives.
2. what can managers not clearly and precisely state about what they want investigated?: they cannot clearly
and precisely state the nature of the decision problem they want investigated.
3. what is the main purpose of discovery-oriented marketing research?: to find out what is happening and why
4. the fundamental source of marketing research problems are what?: planned change and unplanned change
5. what does a research request agreement include?: the decision problem confronting the manager, the target
population from which a sample will be drawn, and an approximation of the time and expense of the research project.
6. Market orientation: a main reason for marketing research.
7. Marketing research definition: the firm's formal communication link with the environment.
8. Why NOT to conduct marketing research: When the research is unethical, it wouldn't be used, the results wouldn't
be actionable, when the decision has already been made, when managers cannot agree on what they need to know, and
when the information already exists.
9. who is the world's largest marketing research firm?: the Nielson Co.
10.The Manipulator: ...and the headline's going to read "4 out of 5 dogs prefer Flea Bits over the next leading brand."
11.The Expediter: Uh, that was a great study you did...Er. I've got a meeting with the president tomorrow morning.
What do you think we should do?
12.The Information Lover: wow! that is really interesting... how about going back and doing another cross-
tabulation, this time between shoe size and pet ownership, and let's see what that looks like.
13.Marketing Information Systems: A set of procedures and methods for regular planned collection, analysis, and
presentation of information for use in making marketing decisions.
14.Sales Analysis reports: sales revenue by region, by product, by salesperson, salesperson margin report, and
selling expenditures per contact.
15.Decision Support Systems: a coordinated collection of data, systems, tools and techniques with supporting
software and hardware, by which an organization gathers and interprets relevant information from business and the
environment and turns it into a basis for marketing action.
16. DDS Components: Data system and model system go into Dialog system which go into information.
1/
5
, Marketing Research
17.limitations of the systems approach: managers won;t always share their de- cision making processes, time costs,
monetary costs, and data availability--analysis is limited to the data that are in the system.
18.Data mining: the use of powerful analytic technologies to quickly and thoroughly explore mountains of data,
isolating the valuable, useful information--the domain intelligence--that the user needs.
19.stages of the research process: formulate problem, determine research de- sign, determine data collection method,
design data collection method, design data collection forms, design sample and collect data, analyze and interpret the
data, and prepare the research report.
20.Marketing research total error: poorly written research report, poor problem formulation, selection of
improper research design, poor data collection methods, inadequate sample design, inadequate sample size, improper
use of statistical procedures, and poor logic.
21.marketing ethics: the principles, values, and standards of conduct followed by marketers.
22.three methods of ethical reasoning: utility- do benefits exceed costs? rights- are human rights
respected?
justice- are benefits and costs fairly distribute?
23.common sense: if proposed course of action violates your common sense then don't do it.
24.one's best self: if the proposed course of action is not consistent with your perception of yourself at your best,
don't engage it.
25.marketing something public: if you would not be comfortable with people knowing you did something then
don't do it.
26.ventilation: expose your proposed course of action to others' opinions. Don't keep your ethical dilemma to
yourself. Get a second opinion.
27.purified idea: don't think that others, such as an account or lawyer, can "purify" your proposed action by saying
they think it is okay. You will still be held responsible.
28.Big Four: dont compromise your action or decision by GREED, SPEED, LAZI- NESS, or HAZINESS.
29.Gag test: if you gag at the prospect of carrying out a proposed course of action, don't do it.
30.Research respondent rights: right to choose, safety, to be informed, and to privacy.
31.unethical practices: research supplier- low-ball pricing, lack of objectivity, abuse of respondents, selling
unnecessary research, violating client confidentiality. Research client- issuing bid requests when supplier predetermined,
obtaining free advice via bid requests.
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