| A | B |
|---|
| step 1 | Discover and design the problem |
| step 7 | implement and evaluate the results |
| masters degree | what level of education is generally needed in order to work in marketing research |
| market research | when information is gathered that is very specifically focused on a single target market |
| e-mail | an effective method of collecting data from a large group of people |
| marketing research ethics | maintain high ethical standards, report all necessary information to client |
| ALL marketing functions | marketing researchers must learn about which marketing functions in order to reduce conflict within the company |
| code of ethics | American Marketing Association has a what in order to ensure marketers behave in an ethical manner |
| offer something in return | one way to get customers to answer personal questions while partcipating in the survey is to |
| Price points | are the range of prices charged for a category of merchandise |
| collecting and sorting data | tedious, time consuming work that is typically easier when using a database software of some sort |
| how decisions are made | a combination of gut-feeling, intuition and marketing research |
| Ethical research | respects confidentiality |
| collected, stored, analyzed | Information gathered through marketing research can be very valuable to businesses after it is |
| syndicated | research conducted by an independent company and then offered for sale to everyone in an industry |
| desk | research includes reports of other completed research used to help define the problem |
| click-through rate | dividing the number of times an ad is clicked on by the number of times an ad is shown |
| cookie | a small data file that is placed on the hard drive of a web site visitor that collects and reports data about the visitor |
| Polls | surveys of people’s opinions |
| marketing research | conducted to gather data and identify solutions to marketing problems |
| enagaged | customers are repeat customers who are completely loyal to the company’s products and services. |
| client-side | When staff researchers work with external research agencies |
| data mining | involves the use of powerful computers to “dig up” data needed for decision making |
| sample | a small number representative of the large group |
| search engines | internet sites like google that help users find relevant web sites |
| good research | Marketing managers need to develop a high level of knowledge about what makes _____________ |
| High Ethical Standards | Marketing research is based on _____________and is not just what the client wants to hear |
| Exploratory Research | Research used when sales of a product are declining and the business does not know why |
| to reduce conflict | marketing researchers must learn about all of the marketing functions between departments |
| FTC | This agency considers it illegal for researchers to pretend they are conducting research when they are not |
| descriptive | this research is used when a business is aware of the problem that needs solved |
