MARK 3000 Grantham UGA test 2 Questions With Correct Answers
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Course
UGA
Institution
UGA
MARK 3000 Grantham UGA test 2
Questions With Correct Answers.
Marketing Research - answerset of techniques and principles for systematically collecting,
recording, analyzing, and interpreting data that can aid decision makers involved in marketing
goods, services, and ideas
Marketing research ...
MARK 3000 Grantham UGA test 2
Questions With Correct Answers.
Marketing Research - answer✔✔set of techniques and principles for systematically collecting,
recording, analyzing, and interpreting data that can aid decision makers involved in marketing
goods, services, and ideas
Marketing research process - answer✔✔1. Defining the problem and research objectives
2. Developing the research plan for collecting information
3. Implementing the research plan - collecting and analyzing the data
4. Interpreting and reporting the findings
Secondary data - answer✔✔pieces of information that have already been collected from other
sources and usually are readily available
primary data - answer✔✔data collected to address specific research needs
sample - answer✔✔a group of customers who represent the customers of interest in a research
study
data - answer✔✔raw numbers or facts
information - answer✔✔organized, analyzed, interpreted data that offer value to marketers
Syndicated data - answer✔✔Data available for a fee from commercial research firms such as
Information Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.
Scanner data - answer✔✔a type of syndicated external secondary data used in quantitative
research that is obtained from scanner readings of UPC codes at check-out counters
Panel data - answer✔✔information collected from a group of consumers
Datawarehouse - answer✔✔large computer files that store millions or even billions of pieces of
individual data
data mining - answer✔✔the use of a variety of statistical analysis tools to uncover previously
unknown patterns in the data stored in databases or relationships among variables
churn - answer✔✔the number of consumers who stop using a product or service, divided by the
average number of consumers of that product or service
big data - answer✔✔data sets that are too large and complex to analyze with conventional data
management and data mining software
qualitative research - answer✔✔informational research methods, including observation,
following social media sites, in depth interviews, focus groups, and projective techniques
quantitative research - answer✔✔structured responses that can be statistically tested to confirm
insights and hypotheses generated via qualitative research or secondary data
observation - answer✔✔an exploratory research method that entails examining purchase and
consumption behaviors through personal or video camera scrutiny
virtual community - answer✔✔online networks of people who communicate about specific
topics
sentiment mining - answer✔✔data gathered by evaluating customer comments posted through
social media sites such as Facebook and Twitter
in depth interview - answer✔✔an exploratory research technique in which trained researchers
ask questions, listen to and record the answers, and then pose additional questions to clarify or
expand on a particular issue
focus group interview - answer✔✔A research technique in which a small group of persons
(usually 8 to 12) comes together for an intensive discussion about a particular topic, with the
conversation guided by a trained moderator using an unstructured method of inquiry.
survey - answer✔✔a systematic means of collecting information from people that generally uses
a questionnaire
questionnaire - answer✔✔A form that features a set of questions designed to gather information
from respondents and thereby accomplish the researchers' objectives; questions can be either
unstructured or structured.
unstructured questions - answer✔✔open-ended questions that allow respondents to answer in
their own words
structured questions - answer✔✔close-ended questions for which a discrete set of response
alternatives, or specific answers, is provided for respondents to evaluate
experimental research - answer✔✔A type of conclusive and quantitative research that
systematically manipulates one or more variables to determine which variables have a causal
effect on another variable.
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