Purpose of marketing research (CH 1) Correct Answer: To link consumer to marketer by providing info
that can be used in marketing decisions
The need of marketing research (CH 1) Correct Answer: To hear the voice of the consumer!
Classifications of marketing research studies (CH 1) Correct Answer: 4 uses of marketing research
#1 use of marketing research (CH 1) Correct Answer: Identifying marketing opportunities and problems
(SWOT Analysis)
#2 use of marketing research (CH 1) Correct Answer: Generating, Refining, and Evaluating potential
marketing
#3 use of marketing research (CH 1) Correct Answer: Monitoring marketing performance (image
analysis, tracking studies)
#4 use of marketing research (CH 1) Correct Answer: Improving marketing as a process (basic
research/applied research)
Marketing Information System (MIS) (CH1) Correct Answer: A structure of people, equipment, and
procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to
marketing decision makers
4 Subsystems of MIS (CH 1) Correct Answer: Internal Reports, Marketing Intelligence, Marketing
Decision Support, Marketing Research
History of marketing research industry (CH 2) Correct Answer: Started in 1911 by Charles Coolidge
Parlin. IN 1930s it became more wide spread.
Types/Classifications of external firms in the industry (CH 2) Correct Answer: Full-service supplier,
Syndicated data service, Standardized service, Customized service, Online research service, Limited
service supplier
Internal Suppliers can... (CH 2) Correct Answer: #1. Have own formal departments
#2 Have no formal dept. but place indiv/committee in charge of M.R
#3. Assign no one responsibility of M.R
External Suppliers may organize by... (CH 2) Correct Answer: #1. Function (data analysis/collection)
#2. Research Application (customer satisfaction, advertising effectiveness)
#3. Geography (domestic v international)
#4. Type of customer (health care, government, etc...)
Challenges in M.R Industry Today (CH 2) Correct Answer: #1. Issues w/ economy
#2. Drops in response rates
#3. Doesn't represent voice of consumer
#4. M.R is narrow minded
#5. Operates in a silo
Elements of ethics within M.R (CH 2) Correct Answer: Deontology and Teleology
Ethics: Deontology (CH 2) Correct Answer: Concerned w/ rights of individual
Ethics: Teleology (CH 2) Correct Answer: Analyzes behavior in terms of benefits/costs to society
Ethics: Sugging (CH 2) Correct Answer: Selling under guise of a survey (ILLEGAL)
Ethics: Frugging (CH 2) Correct Answer: Fundraising under the guise of a survey (unethical but legal)
11 Step Method of M.R Process (CH 3) Correct Answer: #1. Establish the need
#2. Define problem
#3. Establish objectives
#4. Determine design
#5. Identify sources
#6. Determine methods accessing data
#7. Design data forms
#8. Determine sample size
#9. Collect data
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller THEEXCELLENCELIBRARY. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $15.99. You're not tied to anything after your purchase.
