Term
| What is the AMA definition of marketing research? |
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Definition
| The function that links the consumer, customer, and public to the marketer through information. |
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Term
| What is the information used for in marketing research? (a thru d) |
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Definition
a) identify and define marketing opportunities and problems
b) generate, refine, and evaluate marketing actions;
c) monitor marketing performance; and
d) improve understanding of marketing as a process |
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Term
| Define Marketing research (as a process) |
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Definition
a) specifies the information required to address these issues;
b) designs the method for collecting the information;
c) manages and implements the data collection process;
d) analyzes the results; and
e) communicates the findings and their implications. |
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Term
| What is the Burns and Bush definition of Marketing Research? |
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Definition
| The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. |
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Term
| What are the uses of marketing research? |
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Definition
* Identifying market opportunities and problems
* Generate, refine and evaluate potential marketing actions.
select target markets
product research
pricing research
promotion research
distribution research
* To monitor marketing performance
* To improve marketing as a process |
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Term
| What are the necessary conditions for X to be a cause of Y? |
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Definition
1. Co-variation > statistical covariance, or correlation
2. a particular time sequence x and y. > x must happen before y
3. eliminating alternative factors as a cause of y |
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Term
| What is the definition of applied research? |
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Definition
research conducted to provide information to:
-solve a real-life marketing problem, or
-make decisions about particular courses of marketing action |
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Term
| What is the definition of basic (or pure) research? |
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Definition
research conducted to:
-expand the boundaries of marketing knowledge
-verify the acceptability of a given marketing theory,
-learn more about a marketing concept or construct |
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Term
| T or F : Findings in basic research usually have immediate implications for marketing practice. |
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Definition
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Term
| What is the marketing information system? |
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Definition
| a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to marketing decision makers |
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Term
| What are the key differences between a MIS and MR? |
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Definition
MIS has:
an internal reports system
a marketing intelligence system
a marketing decision support system (DSS)
Marketing research is also constructed for specific situations, while an MIS is not. |
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Term
| What are the steps in the research process? |
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Definition
1. Establish the need for marketing research
2. Define the problem
3. Establish research objectives
4. Determine research design
5. Identify information types and sources
6. Determine methods of accessing data
7. Design data collection forms
8. Determine the sample plan and size
9. Collect data
10. Analyze data
11. Prepare and present the final research report |
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Term
| (Fill in the blank) Marketing research process is usually ________ - conclusions generate new ideas and challenges for further research. |
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Definition
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Term
| Stages of marketing research can often______. |
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Definition
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Term
| Stages of marketing research are functionally interrelated through... |
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Definition
Forward linkages: decisions taken during early phases of the research process affect decisions that can be taken during later stages.
Backward linkages: knowledge of decisions to be taken during later stages should guide decisions taken during earlier stages. |
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Term
| What are the three caveats about the marketing research process we discussed? |
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Definition
* The research process is NOT always an 11-step process
* Not all studies use all 11 steps
* Some studies may not follow the steps in order |
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Term
| Under what conditions is marketing research not needed? |
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Definition
* the info is already available
* the timing is wrong
* funds are not available
* costs outweigh the value |
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Term
| What four criteria must a research objective satisfy? |
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Definition
1) they must specify from whom information is to be gathered
2) they must specify what information is needed
3) they must specify the unit of measurement used to gather the information
4) they must word questions used to gather the information using the respondents' frame of reference. |
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Term
| A problem well-define is ___________. |
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Definition
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Term
| If the decision has been made to do the research, then __________ is the most important step in the marketing process. |
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Definition
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Term
| Failure to meet an objective and opportunity are examples of... |
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Definition
| sources of problems in marketing research |
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Term
| What are the contents of ITB's and RFPs? |
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Definition
1. Background company information
2. Scope of proposal
3. Deliverables
4. Evaluation criteria
5. Deadline for project execution
6. Bidding specifics |
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Term
| What is the marketing research proposal? |
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Definition
A formal written document prepared by the researcher to the “client” to serve three important functions:
state the problem
specify the research objectives
detail the research method proposed by the researcher to accomplish the research objectives |
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Term
| What is the marketing research proposal? |
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Definition
A formal written document prepared by the researcher to the “client” to serve three important functions:
state the problem
specify the research objectives
detail the research method proposed by the researcher to accomplish the research objectives |
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Term
| What is a situation analysis? |
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Definition
| a form of exploratory research undertaken to gather background information and gather data pertinent to the problem area that may be helpful in properly defining the problem decision |
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Term
| T or F - Invitations to bid or requests for proposals are often used in the MR process. |
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Definition
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Term
| The primary method of conducting a situation analysis is to review both ____ and ____ secondary data. |
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Definition
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Term
| The _________ serves as the basis of a contract as it documents what the marketing researcher proposes to deliver to the client for some consideration, typically a fee. |
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Definition
| the marketing research proposal |
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