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Chapters 28, 29, 30 Marketing Research
and Product Planning::Jeopardy Review Game
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Marketing Information Systems
Types ofResearch
ConductingResearch
The SurveyProductPlanning
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Marketing Information Systems 100This involves the process and methods used to
gather information, analyze it, and report findings related to marketing goods and services.
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Marketing Information Systems 100What is marketing research?
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Marketing Information Systems 200This is a set of procedures and methods that
regularly generates, stores, analyzes, and distributes information for use in making marketing and other business decisions
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Marketing Information Systems 200What is a marketing information system?
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Marketing Information Systems Answer 300This is the process of designing, creating, and
managing customer lists
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Marketing Information Systems Question 300What is database marketing?
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Marketing Information Systems Answer 400This is a collection of related information about a
specific topic.
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Marketing Information Systems Question 400What is a database?
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Marketing Information Systems Answer 500These are some ways that US businesses protect
consumer privacy.
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Marketing Information Systems Question 500banks offer privacy statements where they
promise not to sell personal information to other businesses, businesses make mailing lists
optional
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Types of Marketing Research Answer 100
This type of research usually answers questions that start with “how many” or “how much”. Generally, large numbers of people involved.
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Types of Marketing Research Question 100
What is quantitative research?
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Types of Marketing Research Answer 200
This type of research is designed to obtain information about how people feel about certain
products, services, companies or ideas; frequently use surveys and opinion polls
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Types of Marketing Research Question 200
What is attitude research?
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Types of Marketing Research Answer 300
This type of research is concerned with the size and location of a market, the competition and
the segmentation within the market for a particular product or service
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Types of Marketing Research Question 300
What is market intelligence?
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Types of Marketing Research Answer 400
What is the difference between a sales forecast and an economic forecast?
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Types of Marketing Research Question 400
Sales forecast- attempt to estimate the future sales on an existing product
economic forecasting- attempt to predict the future economic conditions of a city, a region, a
country, or internationally.
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Types of Marketing Research
Answer 500Describe how media research is conducted.
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Types of Marketing Research Question 500
TV: Neilsen Company monitors who is watching which programs, publishes their findingsRadio: company conducts interviews to
determine which channels people listen to and how much they remember from the commercials
they hearPrint: companies research to find out how many people are reading the magazine or newspaper and how well they remember the ads they see
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Conducting Marketing Research Answer 100
This is the first step in the marketing research process.
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Conducting Marketing ResearchQuestion 100
What is define the problem?
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Conducting Marketing ResearchAnswer 200
This is the last step in the marketing research process
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Conducting Marketing ResearchQuestion 200
What is applying the results?
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Conducting Marketing ResearchAnswer 300
This type of research combines observation with personal interviews to get people to explain
buying behavior
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Conducting Marketing ResearchQuestion 300
What is point-of-sale research?
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Conducting Marketing ResearchAnswer 400
This is a part of a larger target population that accurately represents the whole.
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Conducting Marketing ResearchQuestion 400
What is a sample?
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Conducting Marketing ResearchAnswer 500
This is the difference between primary and secondary data and an example of each one.
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Conducting Marketing ResearchQuestion 500
Primary data- collected for the first time by a business to answer their specific question;
example- survey, focus group conducted by that company
Secondary data- already been collected for some purpose other than the current study; US Census
data, Business Week magazine
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Marketing Survey Answer 100
This is a research method where information is gathered from people through the use of
questionnaires
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Marketing Survey Question 100
What is the survey method?
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Marketing Survey Answer 200This type of question allows the respondent to create their own answer
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Marketing Survey Question 200
What are open-ended questions?
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Marketing Survey Answer 300
“Rate your agreement with the following statement on a scale of 1 to 10” is an example of
what type of question?
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Marketing Survey Question 300
What is a forced-choice question?
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Marketing Survey Answer 400
This is when the questions asked measure what was intended to be measured
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Marketing Survey Question 400
What is validity?
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Marketing Survey
Answer 500 Give an example of a experiment that would be considered reliable.
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Marketing Survey Question 500
One where the experiment is repeated and have nearly identical results each time
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Product Planning Answer 100
This involves making decisions about what features should be used in selling a business's
products, services, or ideas
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Product Planning Question 100
What is product planning?
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Product Planning Answer 200
This includes all the different products that a company makes or sells
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Product Planning Question 200
What is the product mix?
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Product Planning Answer 300
This is a group of closely related products, manufactured or sold by a business
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Product Planning Question 300
What is a product line?
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Product Planning Answer 400
This is the difference between product width and product depth.
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Product Planning Question 400
Product width- having many versions of the same product made by different companies
Product depth- one company, lots of different versions
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Product Planning Answer 500
These are the four parts of the product life cycle
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Product Planning Question 500
What are introduction, growth, maturity, and decline?
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Final Jeopardy Answer
This is a focus on the image of a product and the attempt to set the product apart from the competition
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Final Jeopardy Question
What is product positioning?