MARK 3000 Grantham UGA test 2
Questions and Correct Answers
marketing research
a set of techniques and principles for systematically collecting, recording,
analyzing, and interpreting data that can aid decision makers involved in
marketing goods, services, or ideas
marketing research process
1. Defining the objectives and research needs
2. Designing the research
3. Data collection process
4. Analyzing data and developing insights
5. Action plan and implementation
secondary data
pieces of information that have already been collected from other sources and
usually are readily available
,primary data
data collected to address specific research needs
sample
a group of customers who represent the customers of interest in a research study
data
raw numbers or facts
information
organized, analyzed, interpreted data that offer value to marketers
syndicated data
Data available for a fee from commercial research firms such as Information
Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.
scanner data
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
information collected from a group of consumers
data warehouses
large computer files that store millions and even billions of pieces of individual
data
data mining
the use of a variety of statistical analysis tools to uncover previously unknown
patterns in the data stored in databases or relationships among variables
churn
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
data sets that are too large and complex to analyze with conventional data
management and data mining software
, qualitative research
informal research methods, including observation, following social media sites, in-
depth interviews, focus groups, and projective techniques
quantitative research
structured responses that can be statistically tested to confirm insights and
hypotheses generated via qualitative research or secondary data
observation
an exploratory research method that entails examining purchase and consumption
behaviors through personal or video camera scrutiny
virtual community
online networks of people who communicate about specific topics
sentiment mining
data gathered by evaluating customer comments posted through social media
sites such as Facebook and Twitter
Questions and Correct Answers
marketing research
a set of techniques and principles for systematically collecting, recording,
analyzing, and interpreting data that can aid decision makers involved in
marketing goods, services, or ideas
marketing research process
1. Defining the objectives and research needs
2. Designing the research
3. Data collection process
4. Analyzing data and developing insights
5. Action plan and implementation
secondary data
pieces of information that have already been collected from other sources and
usually are readily available
,primary data
data collected to address specific research needs
sample
a group of customers who represent the customers of interest in a research study
data
raw numbers or facts
information
organized, analyzed, interpreted data that offer value to marketers
syndicated data
Data available for a fee from commercial research firms such as Information
Resources Inc. (IRI), National Purchase Diary Panel, and ACNielsen.
scanner data
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
information collected from a group of consumers
data warehouses
large computer files that store millions and even billions of pieces of individual
data
data mining
the use of a variety of statistical analysis tools to uncover previously unknown
patterns in the data stored in databases or relationships among variables
churn
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
data sets that are too large and complex to analyze with conventional data
management and data mining software
, qualitative research
informal research methods, including observation, following social media sites, in-
depth interviews, focus groups, and projective techniques
quantitative research
structured responses that can be statistically tested to confirm insights and
hypotheses generated via qualitative research or secondary data
observation
an exploratory research method that entails examining purchase and consumption
behaviors through personal or video camera scrutiny
virtual community
online networks of people who communicate about specific topics
sentiment mining
data gathered by evaluating customer comments posted through social media
sites such as Facebook and Twitter
