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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
Marketing Information Systems 100This involves the process and methods used to
gather information, analyze it, and report findings related to marketing goods and services.
Marketing Information Systems 100What is marketing research?
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
Marketing Information Systems 200What is a marketing information system?
Marketing Information Systems Answer 300This is the process of designing, creating, and
managing customer lists
Marketing Information Systems Question 300What is database marketing?
Marketing Information Systems Answer 400This is a collection of related information about a
specific topic.
Marketing Information Systems Question 400What is a database?
Marketing Information Systems Answer 500These are some ways that US businesses protect
consumer privacy.
Marketing Information Systems Question 500banks offer privacy statements where they
promise not to sell personal information to other businesses, businesses make mailing lists
optional
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.
Types of Marketing Research Question 100
What is quantitative research?
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
Types of Marketing Research Question 200
What is attitude research?
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
Types of Marketing Research Question 300
What is market intelligence?
Types of Marketing Research Answer 400
What is the difference between a sales forecast and an economic forecast?
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.
Types of Marketing Research
Answer 500Describe how media research is conducted.
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
Conducting Marketing Research Answer 100
This is the first step in the marketing research process.
Conducting Marketing ResearchQuestion 100
What is define the problem?
Conducting Marketing ResearchAnswer 200
This is the last step in the marketing research process
Conducting Marketing ResearchQuestion 200
What is applying the results?
Conducting Marketing ResearchAnswer 300
This type of research combines observation with personal interviews to get people to explain
buying behavior
Conducting Marketing ResearchQuestion 300
What is point-of-sale research?
Conducting Marketing ResearchAnswer 400
This is a part of a larger target population that accurately represents the whole.
Conducting Marketing ResearchQuestion 400
What is a sample?
Conducting Marketing ResearchAnswer 500
This is the difference between primary and secondary data and an example of each one.
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
Marketing Survey Answer 100
This is a research method where information is gathered from people through the use of
questionnaires
Marketing Survey Question 100
What is the survey method?
Marketing Survey Answer 200This type of question allows the respondent to create their own answer
Marketing Survey Question 200
What are open-ended questions?
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?
Marketing Survey Question 300
What is a forced-choice question?
Marketing Survey Answer 400
This is when the questions asked measure what was intended to be measured
Marketing Survey Question 400
What is validity?
Marketing Survey
Answer 500 Give an example of a experiment that would be considered reliable.
Marketing Survey Question 500
One where the experiment is repeated and have nearly identical results each time
Product Planning Answer 100
This involves making decisions about what features should be used in selling a business's
products, services, or ideas
Product Planning Question 100
What is product planning?
Product Planning Answer 200
This includes all the different products that a company makes or sells
Product Planning Question 200
What is the product mix?
Product Planning Answer 300
This is a group of closely related products, manufactured or sold by a business
Product Planning Question 300
What is a product line?
Product Planning Answer 400
This is the difference between product width and product depth.
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
Product Planning Answer 500
These are the four parts of the product life cycle
Product Planning Question 500
What are introduction, growth, maturity, and decline?
Final Jeopardy Answer
This is a focus on the image of a product and the attempt to set the product apart from the competition
Final Jeopardy Question
What is product positioning?
