Marketing Research and Data Analysis

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Questions and Answers

What does a marketing information system (MIS) entail?

Developing specialized data collection and analysis procedures

A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers (correct)

Providing guidance in the development of research design and computer analysis of data

Conducting statistical analysis of data

What is a decision support system (DSS)?

A system that enables decision makers to interact directly with both databases and analysis models (correct)

A formalized set of procedures for generating marketing research problems

A comprehensive examination of a marketing problem to understand its origin and nature

A type of marketing research conducted in markets other than the domestic market

What is international marketing research?

Research conducted in the domestic market of the research commissioning organization

Research conducted by clients

Research conducted by marketing researchers

Research conducted in markets other than the domestic market of the research commissioning organization (correct)

What are the four stakeholders in marketing research?

The marketing researcher, the client, the respondent, and the public Signup and view all the answers

What is problem definition in marketing research?

A statement of the management decision problem and the marketing research problem Signup and view all the answers

What is a problem audit in marketing research?

A comprehensive examination of a marketing problem to understand its origin and nature Signup and view all the answers

What is the purpose of the problem-definition process in marketing research?

To define the management decision problem and the marketing research problem Signup and view all the answers

What is involved in the problem-definition process in marketing research?

Discussion with decision makers, interviews with industry experts, analysis of secondary data, and qualitative research Signup and view all the answers

What is the primary focus of discussions with the decision maker in marketing research?

The history of the problem and alternative courses of action Signup and view all the answers

What type of data is collected specifically to address the research problem?

Primary data Signup and view all the answers

What is the essential step in the problem-definition process that should always precede primary data collection?

Analyzing available secondary data Signup and view all the answers

What type of research methodology is based on small samples and intended to provide insight and understanding of the problem setting?

Qualitative research Signup and view all the answers

What are the two types of objectives that must be considered in formulating the management decision problem?

Organizational objectives and personal objectives Signup and view all the answers

What are the factors that have an impact on the definition of the marketing research problem?

Environmental context, including legal, economic, and technological skills Signup and view all the answers

Study Notes

Types of Marketing Research Services

Technical and analytical services: provide guidance in developing research design and computer analysis of quantitative and qualitative data
Data analysis services: firms that conduct statistical analysis of data
Branded marketing research products: specialized data collection and analysis procedures to address specific marketing problems

Marketing Information Systems

Marketing information system (MIS): a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers
Decision support system (DSS): an information system that enables decision makers to interact directly with databases and analysis models

International Marketing Research

International marketing research: research conducted in markets other than the domestic market of the research commissioning organization
More complex due to environmental factors that need to be considered

Marketing Research Stakeholders

Marketing research has 4 stakeholders: the marketing researcher, the client, the respondent, and the public
Ethical issues arise when stakeholders' interests conflict or when one or more stakeholders neglect their responsibilities

Defining the Marketing Research Problem

Problem definition: a statement of the management decision problem and the marketing research problem
Problem definition process: defining the management decision problem and the marketing research problem
Tasks involved in problem definition: discussion with decision makers, interviews with industry experts, analysis of secondary data, and qualitative research

Problem Audit and Data

Problem audit: a comprehensive examination of a marketing problem to understand its origin and nature
Secondary data: data collected for a purpose other than the problem at hand
Primary data: data originated by the researcher specifically to address the research problem
Analyzing available secondary data is essential before primary data collection

Qualitative Research and Environmental Context

Qualitative research: an unstructured, exploratory research methodology based on small samples to provide insight and understanding of the problem setting
Environmental context of the problem: factors that impact the definition of the marketing research problem, including past information, forecasts, resources, and constraints of the firm

Objectives

Objectives: the goals of the organization and of the decision maker that must be considered in conducting successful marketing research
Two types of objectives: organizational objectives and personal objectives of the decision maker

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Description

Understand the role of technical and analytical services in market research, including data analysis, branded marketing products, and marketing information systems.