Chapter 5 test bank Questions & Answers 100% Correct!

Marketing Research - ANSWER-the systematic design, collection, analysis, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities Marketing Research Process - ANSWER-designed to gather the info not currently available to decision makers The use of marketing research is - ANSWER-widespread throughout business and nonprofit organizations. Steps in the Marketing Research Process - ANSWER-designing the research project collecting and analyzing the data Interpreting research findings reporting research findings symptoms that point to larger problems - ANSWER-decreasing sales increasing expenses decreasing profits research design - ANSWER-An overall plan for obtaining the information needed to address a research problem or issue Hypothesis - ANSWER-A testable prediction, often implied by a theory Exploratory Research - ANSWER-Research conducted to gather more information about a problem or to make a tentative hypothesis more specific Conclusive Research - ANSWER-research designed to verify insights through objective procedures and to help marketers in making decisions descriptive research - ANSWER-research conducted to clarify the characteristics of certain phenomena to solve a particular problem experimental research - ANSWER-research designed to discover causal relationships between various factors a valid study - ANSWER-measures what it is supposed to primary data - ANSWER-data that are observed, recorded, or collected directly from subjects, uses sample size etc