MKT 352 Exam 1 (Philip Roy) With
Databases or data warehouses - ANSWER _______ or ______ store big data.
customer relationship management (CRM) - ANSWER system to manage
important customer information.
Marketing research - ANSWER the function that links an organization to its
market through the gathering of information.
Marketing research tasks - ANSWER Designing methods for collecting
information. Managing the information collection process. Analyzing and
interpreting results. Communicating findings to decision-makers.
social sciences - ANSWER Marketing research draws on _____ for methods and
theory.
Concept and product testing - ANSWER new product development and
introduction
Two questions of Product - ANSWER How does a product perform for a
customer? How can a product be improved or exceed customer expectations?
Perceptual mapping - ANSWER fixes the position of products on two or more
dimensions impacting consumer's choice to purchase
Retailing research - ANSWER focuses on database development through optical
scanning at the point of purchase
Behavioral targeting - ANSWER online retailers work with content sites to
display ads based on data collected about user behaviors.
Shopper marketing - ANSWER gives manufacturers and retailers an
understanding of a customer's purchase journey and addresses product
category management, displays, sales, packaging, promo, and marketing.
Three most common research tasks in IMC - ANSWER advertising effectiveness
studies, attitudinal research, sales tracking
, Price decisions - ANSWER involve pricing new products, establishing price
levels in test marketing, and modifying prices for existing products
Benefit and lifestyle studies - ANSWER examining consumers' needs, collecting
customer characteristics, product benefits, and brand preferences and
combining that data with demographics to provide segmentation profiles
Purpose of theory - ANSWER generalize relationships between concepts in a
way applicable to a wide variety of business
Customized research firms - ANSWER provide tailored research services to the
client
Standardized research firms - ANSWER provide generalized research services
Business skills considered critical for job aptitude - ANSWER communication
skills, interpersonal skills, statistical skills
Top 5 skills needed for marketing jobs today - ANSWER ability to understand and
interpret secondary data, presentation skills, foreign language competency,
negotiation skills, infotech proficiency,
Ethical Questions - ANSWER pricing issues ("soft" costs), client confidentiality
issues, use of "black-box" methodologies
Black-box methodologies - ANSWER proprietary methods that are not disclosed
and are branded
Curbstoning - ANSWER interviewer completes interviews themselves or makes
up "observed" behaviors (data falsification)
Sugging - ANSWER also known as frugging, its research used for the purpose of
collecting names is completely unethical.
Emerging Trends - ANSWER 1) increased emphasis on secondary data
collection methods. 2) Movement toward technology-related data management.
Expanded use of digital technology for information acquisition and retrieval. 3) A
broader international client base. 4) Movement beyond data analysis toward a
data interpretation/information management environment.
11 steps of the Research Process - ANSWER 1. Identify and clarify information
needs. 2. Define the research questions. 3. Specify research objectives and
confirm information value. 4. Determine the research design and data sources.
5. Develop the sampling design and sample size. 6. Examine measurement
issues and scales. 7. Design and pretest the questionnaire. 8. Collect and
Databases or data warehouses - ANSWER _______ or ______ store big data.
customer relationship management (CRM) - ANSWER system to manage
important customer information.
Marketing research - ANSWER the function that links an organization to its
market through the gathering of information.
Marketing research tasks - ANSWER Designing methods for collecting
information. Managing the information collection process. Analyzing and
interpreting results. Communicating findings to decision-makers.
social sciences - ANSWER Marketing research draws on _____ for methods and
theory.
Concept and product testing - ANSWER new product development and
introduction
Two questions of Product - ANSWER How does a product perform for a
customer? How can a product be improved or exceed customer expectations?
Perceptual mapping - ANSWER fixes the position of products on two or more
dimensions impacting consumer's choice to purchase
Retailing research - ANSWER focuses on database development through optical
scanning at the point of purchase
Behavioral targeting - ANSWER online retailers work with content sites to
display ads based on data collected about user behaviors.
Shopper marketing - ANSWER gives manufacturers and retailers an
understanding of a customer's purchase journey and addresses product
category management, displays, sales, packaging, promo, and marketing.
Three most common research tasks in IMC - ANSWER advertising effectiveness
studies, attitudinal research, sales tracking
, Price decisions - ANSWER involve pricing new products, establishing price
levels in test marketing, and modifying prices for existing products
Benefit and lifestyle studies - ANSWER examining consumers' needs, collecting
customer characteristics, product benefits, and brand preferences and
combining that data with demographics to provide segmentation profiles
Purpose of theory - ANSWER generalize relationships between concepts in a
way applicable to a wide variety of business
Customized research firms - ANSWER provide tailored research services to the
client
Standardized research firms - ANSWER provide generalized research services
Business skills considered critical for job aptitude - ANSWER communication
skills, interpersonal skills, statistical skills
Top 5 skills needed for marketing jobs today - ANSWER ability to understand and
interpret secondary data, presentation skills, foreign language competency,
negotiation skills, infotech proficiency,
Ethical Questions - ANSWER pricing issues ("soft" costs), client confidentiality
issues, use of "black-box" methodologies
Black-box methodologies - ANSWER proprietary methods that are not disclosed
and are branded
Curbstoning - ANSWER interviewer completes interviews themselves or makes
up "observed" behaviors (data falsification)
Sugging - ANSWER also known as frugging, its research used for the purpose of
collecting names is completely unethical.
Emerging Trends - ANSWER 1) increased emphasis on secondary data
collection methods. 2) Movement toward technology-related data management.
Expanded use of digital technology for information acquisition and retrieval. 3) A
broader international client base. 4) Movement beyond data analysis toward a
data interpretation/information management environment.
11 steps of the Research Process - ANSWER 1. Identify and clarify information
needs. 2. Define the research questions. 3. Specify research objectives and
confirm information value. 4. Determine the research design and data sources.
5. Develop the sampling design and sample size. 6. Examine measurement
issues and scales. 7. Design and pretest the questionnaire. 8. Collect and
