15. The _____-driven DSS includes all thecomputerized routines that allow theuser to do the analyses that she or hewants.

model

16. The _____-driven DSS includes theprocesses used to capture and storedata from any number of external orinternal sources.

data

17. _____-oriented problems aim directlyat making decisions, and arecommonly used with planned changewith an emphasis on how the plannedchange should be implemented.

strategy

18. _____-oriented problems arecommon with unplanned changes inthe marketing environment. Managersneed basic information about what isgoing on and why it is going on.

discovery

19. The ____/____ ____ ____ is anexpert consultant on theory andapplications of statistical technique tospecific research problems.

statistician/dataprocessingspecialist

20. According to the textbook's analogy, aproject approach to market researchis like the light from a _____.

flashbulb

21. According to the textbook's analogy, asystems approach to market researchis like the light from a _____.

candle

22. All business and organizations share acommon problem: They need _____ inorder to target their audienceappropriately.

information

23. Almost $___ is spent on research eachyear for every person in the UnitedStates.

30

24. At marketing research companies, thetypical entry-level position is __________, a position in which the personwill be exposed to the types of studiesin which the supplier specializes andto the procedures required forcompleting them.

research trainee

25. The basic function of market researchis to gather information needed to helpmanagers make _____ _____.

better decisions

1. The ____ ____ ____ conducts personalor telephone interviews and work underdirect supervision of the field workdirector.

full-timeinterviewer

2. The ____ ____ ____ directs andcoordinates activities concerned withmarket research.

marketresearchmanager

3. The ____ ____ ____ hires, trains, andsupervises field interviewers.

field workdirector

4. The ____ ____ ____, the senior positionin research, is responsible for directingand overseeing the entire researchprogram of the company.

marketresearchdirector

5. The ____ ____ is the largest producer ofmarketing facts.

federalgovernment

6. The ____ ____ participates withsuperiors in initial planning of researchplanning of research projects and directsexecution of projects assigned.

senioranalyst

7. The ____ ____ works under closesupervision and handles routineassignments, such as editing and codingof questionnaires and statisticalcalculations.

junioranalyst

8. The ____ handles the bulk of the workrequired for execution of researchprojects.

analyst

9. An _____ ______ ______ systemmonitors and controls all of anorganization's resource requirements toensure that the organization has neededresources to meet anticipated demand.

enterpriseresourceplanning

10. The _____ design of research focuses ondescribing a population, oftenemphasizing the frequency with whichsomething occurs or the extent to whichtwo variables are related to each other.

descriptive

11. The _____ design of research usesexperiments to identify cause-and-effectrelationships.

causal

12. The _____ serves as the liaison betweenthe firm's top management and itsinformation systems department. He/sheis responsible for controlling the use ofthe firm's information resources.

CIO

13. ______ ______ ______ attempts togather all relevant information about acompany's customers.

customerrelationshipmanagement

14. _____-_____ allows a deeper look at thedata by looking for differences orrelationships across groups.

cross-tabulation

Basic Market Research Chpt 1-4Study online at quizlet.com/_1575km

26. Companies that follow a marketorientation have 3 key characteristics:(1) Employees at all levels of theorganization _____ market intelligencepertaining to customer needs; (2) They_____ that intelligence across alldepartments; (3) They develop ___________ based on this intelligence.

generate,share,organizationalstrategy

27. The decision problem is written in theform of a _____ from the ______'spoint of view.

question,manager

28. Definition: A company's philosophy ofhow marketing research fits into itsmarketing plan.

programstrategy

29. Definition: A coordinated collection ofdata, systems, tools, and techniqueswith supporting software andhardware, by which an organizationgathers and interprets relevantinformation from business and theenvironment and turns it into a basisfor marketing decisions.

decisionsupport system

30. Definition: A document that clearlystates the research problem(s) to beaddressed in a research project.

researchrequestagreement

31. Definition: A document that describes,as specifically as possible, the nature ofthe problem for which research issought and that asks providers to offerproposals, including cost estimates,about how they would perform the job.

request-for-proposal

32. Definition: A restatement of thedecision problem in research terms.

researchproblem

33. Definition: A set of procedures andmethods for the regular, plannedcollection, analysis, and presentation ofinformation for use in makingmarketing decisions.

marketinginformationsystem

34. Definition: A written statement thatdescribes the marketing problem, thepurpose of the study, and a detailedoutline of the research methodology.

researchproposal

35. Definition: Computer-based, artificialintelligence systems that attempt tomodel how experts in the area processinformation to solve the problem athand.

expert systems

36. Definition: The design of individualmarketing research studies that are tobe conducted.

projectstrategy

37. Definition: The document submitted tomanagement that summarizes theresearch results and conclusions.

researchreport

38. Definition: The function that links theconsumer to the marketer throughinformation--information used toidentify and define marketing problems;generate, refine, and evaluate marketingactions; monitor marketingperformance; and improveunderstanding of marketing as a process.

marketingresearch

39. Definition: The list of populationelements from which the sample will bedrawn.

samplingframe

40. Definition: The part of a DSS that permitsusers to explore the databases byemploying the system models to producereports that satisfy their particularinformation needs. It is the user interfaceof the DSS.

dialog-drivendecisionsupportsystem

41. Definition: The sequence of steps in thedesign and implementation of a researchstudy.

researchprocess

42. Definition: The systematic collection ofemployee knowledge about customers,products, and the marketplace.

knowledgemanagement

43. Definition: The use of powerful analytictechnologies to quickly and thoroughlyexplore mountains of data to obtainuseful information.

data mining

44. The difference between a program and aproject strategy is that the projectstrategy deals with ____ a specific studyshould be conducted, and a programstrategy address the question of ____studies the firm should conduct.

how, what

45. A DSS has three primary componentsbased on the mode of assistance thesystem provides: (1) ____-driven, (2)_____-driven, and (3) _____-driven.

data, model,dialog

46. The element of a DSS that clearlyseparates it from an MIS is its ____-____ _____ _____ _____.

dialog-drivendecisionsupportsystem

47. ERP can support marketing efforts byproviding information about a marketingdecision's impact on the _____ _____.

entireorganization

48. The first and most important step in themarketing research process is to __________ ______.

define theproblem

49. The first step of data analysis is _____,where data collection forms are scannedto be sure they were complete, consistent,and followed instructions.

editing

50. Good information systems have two keyoutputs: (1) the _____, up-to-the-minutereports needed for day-to-dayoperations, and (2) _____ reports thatcan be easily produced by managerswhen needed.

standardized,custom

51. If possible, researchers should attemptto conduct ____-oriented research.

strategy

52. In a _____ sample, each member of thepopulation has a known, nonzero chanceof being selected, which allows as todetermine, at a certain margin ofsampling error, what would have beentrue for the whole population if we hadinformation from or about all elements.

probability

53. In consumer goods companies, thetypical entry-level position is ____ ____for a specific brand.

researchanalyst

54. In contrast to an MIS, a DSS includessoftware that allows managers to morefully utilize the available information toassist in _____ _____.

makingdecisions

55. In designing a sample, researchers mustspecify (1) the sampling _____, (2) thetype of sampling _____, and (3) the_____ of the sample.

frame, plan,size

56. In order to create an information systemthat helps make decisions, systemdesigners first analyze each ____________ who will use the system beforedesigning the actual system.

decisionmaker

57. The key criterion for adding a particularpiece of data to a database is whether it is_____ for making decisions.

useful

58. Meeting with the client is importantbecause (a) it is essential that managersand researchers communicate _____with one another, and (b) the researchmust get as much ____ as possible.

openly,information

59. The MIS was of the _____ generation ofinformation systems for managers.

first

60. The particular subset of the populationchosen for the study is known as a_____.

sample

61. Problem definition includes which twotypes of problems?

decision,research

62. Research problems begin with an ____word and describe information to beuncovered that might help solve the_____ _____.

action,decisionproblem

63. The research proposal shouldinclude these sections: (a) asummary of the _____ _____ and______ from the research requestagreement; (b) the research______ and ______ sources; (c )the ______ plan, (d) the actual_____ _____ _____ to be used ingathering data; (e) ______ of theforms; (f) a ____ ____ for theplan; and (g) _____ of otherhelpful information or visuals.

problem definition,background, design,data, sampling, datacollection forms,analysis, timeschedule, appendices

64. Research should be avoided whenit is done as "______" research,when there are not enough______ to complete the researchaccurately, or when there are_____ concerns.

advocacy, resources,ethical

65. The second step of data analysis is_____, which assigns numbers toeach answer of the forms so theycan be analyzed.

coding

66. The six items of a research requestagreement include (1) the _____of the decision problem, (2) the____ ____, (3) the _____ _____,(4) the way each piece ofinformation will be _____, (5) the_____ and _____ from whom theinformation must be gathered,and (6) the _____ regarding timeand money estimates.

background, decisionproblem, researchproblems, used,population,subgroups, logistics

67. The six key steps in problemformulation are: (1) _____ withthe client, (2) Clarify the_____/_____, (3) State themanager's ______ ______, (4)Develop full range of possible_____ _____, (5) _____ researchproblems to address, (6) Prepareand submit ____ ____ ____.

meet,problem/opportunity,decision problem,research problems,select, researchrequest agreement

68. Some firms are ____-____ firms,which collect data and analyzethem for the client.

limited-service

69. Some firms are ____-____research suppliers, which help theclient in the design of the researchas well as in collecting andanalyzing data.

full-service

70. Some firms provide only a ________, meaning they collect dataand return the data-collectioninstruments directly to theresearch sponsor.

field service

71. Some limitations of the systemsapproach to market research are that (a)people tend to resist _____, (b) somedecision makers don't want to reveal_____ they make decisions, (c) thesystems _____ time and money, (d) theexternal environment _____ quickly,and (e) managers are limited to the_____ available in the system.

change, how,cost,changes,data

72. Sometimes, using a ____ ____ can behelpful if the research work load of acompany varies over the course of theyear, if needed skills for various projectsdiffer, or if there is a desire for increasedobjectivity in market research.

researchsupplier

73. Successful market researchers are_____ rather than reactive.

proactive

74. The term "_____ _____" refers to theprocess of trying to identify specificareas where additional information isneeded about the marketingenvironment.

problemdefinition

75. There are two ways marketing researchcan gather intelligence: (1) By conducting____ to address specific problems or (2)By putting _____ in place that provideintelligence on an ongoing bases.

projects,systems

76. The three major categories of firms thatconduct marketing research are (1) the______ of products, (2) _____ agencies,and (3) _____ _____ companies.

producers,advertising,marketingresearch

77. The three phases of marketing researchare (1) the specification of whatinformation is _____, (2) the _____ and_____ of the information, and (3) the_____ of the information with respect tothe study's objectives.

needed,collection,analysis,interpretation

78. True/False: Both descriptive and causalresearch use quantitative researchmethods.

true

79. True/False: Discovery-orientedproblems focus more on questions of"What...?" and "Why...?," while strategy-oriented problems focus more onquestions of "How...?"

true

80. True/False: Discovery-oriented researchrarely solves a problem in the sense ofproviding actionable results, and simplyprovides insights necessary formanagers to make better decisions.

true

81. True/False: DSSs have eliminatedtraditional marketing research projectsfor gathering marketing intelligencebecause they contain comprehensive datafor virtually any decision that needs to bemade.

false

82. True/False: Exploratory research is anexample of quantitative research.

false

83. True/False: Instead of distinguishingbetween problems and opportunities, it isbetter to think of both of them as two sidesof the same coin.

true

84. True/False: Secondary research shouldalways be collected before primaryresearch.

true

85. True/False: The key distinction betweenstrategy-oriented and discovery-orienteddecision problems is the latter's focus onactionable results.

false

86. True/False: Usually, managers will bewilling to fund the research of all possibleresearch questions in an effort to obtain asmuch information as possible.

false

87. True/False: When managers presume acause for their main decision problem, itis best to accept that answer as true unlessproven wrong later.

false

88. The two basic sources of marketingproblems are ______ and ______changes in the marketing environment.

planned,unplanned

89. Usually, researchers get ideas aboutpossible research problems from the ____during the process of clarifying theproblem.

client

90. A well-stated decision problem takes the_____'s perspective, is as _____ aspossible, and takes the form of a _____.

manager,simple,question

91. What are the three methods/approachesof ethical reasoning we learned about inclass and from the textbook?

utility,justice,rights

92. What are the three types of research thatcan make up a research design?

exploratory,descriptive,causal

93. Which of the three types of researchdesigns should be used when little isknown about the phenomenon to beinvestigated?

exploratory

94. You believe it is ok for Facebook to track the pages you "like" and posts you comment on because they will benefitby making a profit selling personalized ad spots, and you will benefit by receiving personalizedrecommendations for new products that you need. You are following the _____ approach of ethical reasoning.

justice

95. You believe it is ok for the government to invade privacy by reading personal emails because ultimately, thispractice could save the world from massive terrorist attacks. You are following the _____ approach of ethicalreasoning.

utility

96. You believe that you should be able to choose against donating your organs after your death, even if the donationcould cure someone else's illness. You are following the _____ approach of ethical reasoning.

rights

Basic Market Research Chpt 1-4