Study sets, textbooks, questions
Upgrade to remove ads
MKT 352 Exam 1
Terms in this set (44)
A type of descriptive research study that measures a population at only one point in time.
Most reputable organizations that provide secondary data also provide detailed information on which of the following?
Their data collection methods
Which the following does NOT represent an advantage of test marketing?
a) Test product acceptability
b) test marketing mix variable in a field setting
c) assists with sales forecasting
d) competition can run a simultaneous field test
d) competition can run a simultaneous field test
The research design is a _________ that specifies the methods that will be used to collect and analyze the information needed for a research project
The choice of the type of research design depends largely on:
Objectives of the research
Given the large amounts of data available, researchers need to be ______ about their use
Research design should be:
selected after thoroughly considering the problem and research objectives
Smart glasses, fitness trackers, and smart watches are examples of what?
By providing access to the unfettered opinions of consumers, __________ offer an instant way to gain background information for a problem, to define terms, to clarify problems and hypotheses, and to establish research priorities
Social Media Platforms
Packaged Information is a special form of:
What are the advantages of Syndicated Data?
-Quality of the data is typically very high
-Speed of data dissemination
Brand-switching studies can be invaluable to brand managers because _________ that show changes in market shares between several brands can be misleading
An outside research firm guarantees distribution of a product that pre-specified types and numbers of distributors. This is an example of what type of test market?
Controlled test markets
Instead of a client firm trying to "reinvent the wheel" by developing its own process for measuring customer satisfaction, the firm may elect to use a ___________ to accomplish this aim.
Data referring to information that is developed or gathered by the researcher specifically for the research project at hand is called:
What are the strengths of social media as a source of marketing research data?
•Currency (4P's feedback)
•Unprompted "voice of customer"
•Can track trends
An incident of adulterated milk in China in 2008 that led to the death of six infants and the illness of hundreds of thousands of other babies has been studied to prevent other disasters from occurring through supply chain management. What type of research technique does this describe?
How do companies use their data bases as a part of data mining?
-Deepen customer loyalty
-Reactivate customer purchases
It is important to consider who collected data that a company may use. An emerging trend is the:
Crowdsourcing of data
Once the researcher knows the basic research design, __________ may be made to form a framework for the development of the research project
A series of advanced decisions
Why is knowledge of research design important?
It is important to be able to develop an appropriate study to approach a problem or opportunity
What are the three types of research designs?
exploratory, descriptive, causal
What does the choice of the most appropriate design depend on?
The objectives of the research
What is exploratory research?
unstructured, informal research that is undertaken to gain background information about the general nature of the research problem
What are the uses of exploratory research?
-Gain background information
-Clarify problems and hypothesis
-Establish research priorities
What is secondary data analysis?
The process of searching for and interpreting existing information relevant to the research topic
What are experience surveys?
The gathering of information from those knowledgeable on the issues relevant to he research problem
What is the purpose of descriptive research?
To describe answers to questions of who, what, where, when, and how
When is discriptive research most desirable?
When we wish to project a study's findings to a larger population
measure units from a sample of the population at only one point in time ("snapshot")
repeatedly measure the same sample units of a population over a period of time
Marketing research to test hypotheses about cause-and-effect relationships
The experimental factor that is manipulated; the variable whose effect is being studied.
The outcome factor; the variable that may change in response to manipulations of the independent variable.
Something unwanted or unexpected that might affect the dependent variable.
an experiment, study, or test that is conducted in a field setting
What are the main uses of test markets?
•To test sales potential for a new product or service
•To test variations in the marketing mix for a product or service
Electronic test markets
those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services
Simulated test markets
researchers measure consumer responses to new products and marketing tactics in laboratory stores or simulated online shopping environments
information collected for the specific purpose at hand
information that already exists somewhere, having been collected for another purpose
What are the advantages of secondary data?
•Are obtained quickly.
•Are readily available.
•Enhance existing primary data.
•May achieve research objective
What are the disadvantages of secondary data?
•Reporting units may be incompatible.
•Measurement units do not match.
•Class definitions are not usable.
•May be outdated.
•May not be credible.
What is the Internet of things?
the network of physical objects that are embedded with software or sensors that allow them to gather and distribute data.
Sets with similar terms
Marketing Research Quiz #2 (4,5&7)
Marketing Midterm ch 1-4
MKTG 3710 Study Guide Exam 1 Mumuni
MKT 352, EXAM 1