Marketing Research

According to the American Marketing Association, marketing research links:

the consumer to the marketer

When formulating a marketing strategy, a company uses marketing research to account for trends in

the uncontrollable factors of the marketing environment

The customer information module of an MIS typically includes all of the following except:

unemployment information

Action standards should be decided on ______ data collection

before

Focus group moderators should have each of the following characteristics except

judgmental

With word associations, faster responses to test words indicate ______.

stronger associations

A researcher who goes through a consumer's garbage is conducting observational research that is ______.

indirect

The implicit rules of an online community can often be found in a post titled "Rules", "Policies", "Guidelines", "Etiquette", or "Moderation". True or false

False

The MIS-based approach and the project-based approach differ in that:

data is collected on a regular basis in the MIS-based approach

The customer information module typically includes all of the following except:

unemployment information

Big data is defined by each of the following except:

versatility

The three widely recognized research designs are:

exploratory, descriptive, and causal

A small business experiences a decline in sales and doesn't know why. What type of research design should be used?

exploratory

True or false: The best focus groups are composed of participants who share some similar characteristics

True

Which of the following is an advantage of depth interviews over focus groups?

sensitive topics

Interviewers ask "story questions" for each of the following reasons except:

To keep the informant entertained

When analyzing transcripts of depth interviews, researchers start with ______ and then move on to ______.

intratext analysis, intertext analysis

GIGO

Garbage in, Garbage out

Big data is defined by the 3 Vs, what are they?

Volume, Velocity, Variety

Which of the three components of an MIS enable us to do sensitivity analyses?

The Models Component

If a marketer discovers that men often buy beer when they buy diapers in the evening, what technique did the marketer most likely use?

Data Mining

Steps to the Research process

Define the problem, Determine the research design, Determine the data-collection method, Design the sample and collect data, Analyze and interpret the data, Prepare the research report,

Decision problem

the problem from the manager’s perspective

Research problem

the problem from the researcher’s perspective

Research design

the method(s) that will be used to collect and analyze data

Descriptive research

Purpose: quantify phenomena and/or test if insights generalize to target market

Exploratory research

Purpose: gain insights/understanding

Causal research

Purpose: determine cause and effect

Research objective

a goal- oriented statement or question that specifies what information is needed to solve a problem”

Deontology

the study of the nature of duty and obligation