Exam 4: Marketing Research: Gather, analyze, and Use Information

Explain the roles of independent and dependent variables in causal research.

________ is the process of collecting,analyzing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.

Companies are most likely to use data mining results identifying unprofitable customers for ________.

________ is the process of selecting respondents for a survey.

How does a marketing decision support system (MDSS)differ from a marketing information system (MIS)? Why might a marketer want to use an MDSS in addition to an MIS?

Cellular providers who have begun signing deals with business partners wanting to market products based on specific phone users' locations and calling habits are participating in a new trend called ________.

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer?

Every six months,Doug is asked to fill out a survey which asks when he expects to buy a new vehicle and what type and model he plans to purchase.Doug,along with a group of consumers with similar buying habits,has been participating in this survey for the last eight years.The gathering of this quantitative data is an example of descriptive research using ________.

During one day researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m.and 4 p.m.The gathering of this quantitative data is an example of descriptive research using ________.

A(n)________ is an internal corporate communication network that uses Internet technology to link company departments,employees,and databases.

Which of the following is true of focus groups?

A ________ is a process that determines what information marketing managers need and then gathers,sorts,analyzes,stores,and distributes relevant and timely marketing information to users.

In general,a research report will NOT include ________.

Describe the basic marketing research process.

A group of investors wants to bring a minor league baseball team to a community of 100,000 to create hometown spirit and offer a new form of family entertainment.The group surveyed people in the community to see if they would attend the games,how frequently they would attend,and whether the location of the proposed baseball stadium was acceptable.This survey is an example of ________.

A sports entertainment company wants to research how Canadians spend their free time.It is preparing a survey that will be used in all of Canada,including the province of Quebec.Unlike Canadians from other provinces,the people of Quebec primarily speak French.The researchers are planning to use English and French versions of the survey.In preparing the surveys,they should use ________.

An independent grocer who wants to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research.

LexisNexis and Dialog are two companies that provide ________.

Researchers carefully design experiments with independent and dependent variables to test predicted relationships among those variables.

A sign at a Tokyo hotel once read,"You are invited to take advantage of the chambermaid," and a dry cleaner in Majorca urged passing customers to "drop your pants here for best results." These are examples of ________ in global markets that international market researchers must consider.