Which two of the following are among the biggest challenges in conducting good marketing research multiple select question?

what kind of data can be internal or external so long as it was collected prior to the current research project

secondary data. Primary data are facts and figures that are newly elected for the project

the constraints on the activity the data needed for decisions and how to collect data are all determined in which Step?

developing the research plan

marketing research includes which of the following creating data recommending action analyzing and collecting data

recommending action, analyzing and collecting data

name the five steps the systematic marketing research approach uses to collect information to improve marketing decisionsacts

Define the problem develop the research plan collect relevant information develop findings take marketing actions

name the two types of data

in what ways can observational data be obtained

watching people in person, or using a mechanical method to watch people

Define a semantic differential scale

used in alternative questions with 3 or more choices: it's a 5-point scale which the opposite ends have one or two word adjectives that have opposite meanings

this is when the respondent indicates the extent to which she or he agrees or disagrees with this statement

Define a dichotomous question

a dichotomous question is a closed-end or fixed alternative question that allows only a yes or no response

Enmark marketing research an experiment is designed to test what items

cause and effect often between marketing mix elements and sales outcomes

researchers collect primary primary data by either observing people are asking them questions true or false

research objectives should include which of the following immediate politically correct specific or measurable

name the term that refers to the total sales of a product that a firm expects to sell during a specified time, environ,&mrktg

Define observational data

facts and figures obtained by watching either mechanically or in-person how people actually behave. observational data can be collected by mechanical (including electronic) personal or neuro-marketing methods

a new field of marketing which is his medical technology such as MRIs to study the brain's response to marketing stimuli

Is neuromarketing a form of observational data

what does the fifth step take marketing actions actually mean

someone has to identify the marketing actions put them into effect and monitor how the decision turns out

put the parts of the fifth step in the marketing research approach in the order from first to last

make action recommendations, Implement action recommendations, evaluate results

facts and figures obtained by asking about people's attitudes awareness intentions and behaviors are known as

marketing research is typically conducted for which 2 Reasons

to reduce risk and to improve marketing decisions

Define idea evaluation methods for testing an idea

personal interviews mean high cost per respondent online survey many surveys blocked by spam blockers fax survey outdated call intercept interview may not represent Target group

offering a product in a small geographic area to help evaluate potential marketing actions

which two are included in developing findings as part of the marketing research approach

analyzing data and presenting findings

a constraint and a decision is a restriction placed on potential solutions to a problem such as a limit on time or money

which two elements are key elements in deciding how to collect data for marketing research

name the approaches that can be used to collect data to solve all or part of a problem

setting the research objectives and identifying possible marketing actions are both part of which step in the mrktreschaprch

when a researcher needs information very specific to a problem being studied she will probably resort to what type of data

what are two of the primary advantages of using online surveys

quick turnaround time from data collection to report and relatively minimal cost

name two of the examples of personal methods for collecting observational data

mystery shoppers to check a company's customer service and it's no graphic studies of consumers in their natural environments

analyzing data and presenting the findings are the two parts of which step in the marketing research approach

name a method of inquiry which makes it more effective in covering ideas that are difficult to obtain in individul intrvws

a focus group is an informal method of inquiry

what are the two main reasons that marketers prefer to obtain secondary data first

low cost and Time Savings

what is a lost horse forecast

involves starting with the last name value of the item being forecast listing the factors that could affect the forecast assessing whether they have positive or negative impacts and making a final forecast

Define measures of success

criteria or standards used in evaluating proposed solutions to the problem

why is it so important that the research objective be understood prior to selecting a research method

it cost $150 per interview to conduct in-depth interviews but an online survey cost $2 per questionnaire

what is the US Census Bureau report useful for

it is useful when marketers are interested in identifying characteristics and Trends among ultimate consumers such as age ethnic backgrounds

name disadvantages of secondary data

they may not be specific enough they may be out of date that may contain the wrong types of information

what two items should be systematically analyzed when you evaluate the results of research driven marketing actions

evaluate the decision process and evaluate the decision

the extraction of hidden predictive information from large databases to find statistical links between consumer purchasing patterns and marketing actions

name three examples of using secondary data

a software company using US Census Data to create customer profiles travel company using the last five years of sales invoices to determine package deals Hotel chain purchasing syndicated panel data 2 ID demographic trends

name the term to develop a picture or verbal description of a product or service The Firm might offer for sale

what research methods are used to generate new ideas

depth interviews Trend hunting and focus groups

name two of the biggest challenges in conducting good marketing research

consumers stated intentions may not match actual purchase Behavior consumers may not be willing to reveal personal information

Define trend extrapolation

involves extending a pattern observed in past data into the future so not helpful in times of change

what would an organization use internal secondary data for?

its own detailed sales breakdown by product the line as the starting point for a research project because of potential huge savings in time and cost savings

name a type of observational data collection method

mechanical method record internet use Behavior by tracking actual Mouse clicks that the meter attached to the computer records

what are Salesforce surveys used for

sales people are in frequent contact with customers and are likely to understand their likes and dislikes. may not be reliable

why do Market researchers use panels for their research

they want to know about consumers behaviors overtime

name two characteristics of open-ended questions

good for idea generation about product benefits in advertising and captures the voice of the respondent

name two Essentials in the design of all research using questionnaires

precise efficient questions and questions that get clear an ambiguous answers

why do Market researcher spend a great deal of time defining a marketing problem precisely

the process increases the probability of successful marketing research effort to avoid objectives that might be too broad or objectives that might be too narrow

data that is relevant toname the characteristics most important in identifying which data to collect for marketing research

data that is relevant to decisions for marketing actions

a small group of people put together for an informal discussion

what is the main benefit of using the individual interview to collect data

the ability to probe with additional questions

name a technique used to select a group of customer, distributors or the like and the subsequent generalization of the info

sampling and statistical inference

a technique in which a researcher a lengthy free-flowing questions to probe for underlying ideas and feelings

what is sensitivity analysis

Clarion Wednesday the base with what if questions to determine how a hypothetical change might affect sales is called this

how does syndicated data help wholesalers

consumer packaged-goods Firms that sell to wholesalers may not have the means to gather pertinent data directly from consumers that by its product especially over time

Define the five-step marketing research approach leading to marketing actions

the marketing research process includes five steps in addition to feedback that allows researchers to learn lessons -

that will improve future attempts. True

A supermarket might learn that men buying diapers in the evenings sometimes buy beer at the same time so sales for the two could be increased by placing them together

remark on an ambiguous survey question

what's your ice cream order delivered to your table quickly yes or no. the word quickly is ambiguous

name a leading survey question

since this is the best selling ice cream available would you recommend it to a friend yes or no

should researchers collect personal information on questionnaires meant for marketing purposes

yes it is useful for segmentation and targeting purposes

marketing manager decides to Target households w/ age 6 to 12 to reverse sales Trend in segment she's converting info into

what is a disadvantage of using panels in marketing research

having to recruit new members continually to replace those who dropped out because new recruits must match characteristics of those they replace to kick panel representative of population

what is a sample of consumers are stores from which researchers take a series of measurements over time

how do you develop findings

a consultant prepares marketing dashboards showing sales data for different household types Over a four-year period for Tony's Pizza

how do you implement the action recommendations

creation of an advertising campaign for Tony's Pizza appealing to 6 to 12 year olds is the marketing action to take

the two main data collection blanks are observing people and asking them questions.

name some social media metrics

conversation velocity share of voice and sentiment. electronic search engines come the internet for Consumer behaviour and brand mentions to calculate share of voice and determine sentiment towards product

What is one of the significant challenges for marketing research?

What is the most difficult step in the marketing research process?

What are the biggest concerns for market researchers today?

What are the two methods that marketers use to collect primary data quizlet?