©THEBRIGHTSTARS 2024
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
, ©THEBRIGHTSTARS 2024
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.
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
, ©THEBRIGHTSTARS 2024
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.
