Introduction, Overview of Marketing Research Process (2) Flashcards Preview

Marketing > Introduction, Overview of Marketing Research Process (2) > Flashcards

Flashcards in Introduction, Overview of Marketing Research Process (2) Deck (13)
Loading flashcards...
1
Q

How can a firm know what consumers need?

A

Marketers need data to know how customers feel about products, to understand customer buying behaviors, or to identify opportunities.

2
Q

Marketers need _______ to know how customers feel about products

A

data

3
Q

Marketeers need data to…

A
  • know how customers feel about products
  • understand customer buying behaviors,
  • to identify opportunities.
4
Q

Marketers need data to _______ opportunities.

A

identify

5
Q

When accurate and current customer data exist, marketers can ______ them to better compete.

A

exploit

6
Q

Why would a marketer want to use customer data?

A

to better compete

7
Q

Customer data must be _______ and _______.

A

accurate, current

8
Q

Whats the problem with finding customer data?

A

the problem is that the data that could reveal these customer insights often aren’t found in company databases and sometimes may not even exist.

9
Q

What should a marketer do when customer insights aren’t found in company databases?

A

In these instances, marketers need to get the information from customers, so the marketing team conducts marketing research.

10
Q

What is marketing research?

A

Marketing research is the process of collecting and analyzing information from and about consumers to influence marketing strategy and decisions.

11
Q

Marketing research is the process of _______ and ________ information from and about _______ to influence marketing strategy and decisions.

A

collecting, analyzing, consumers

12
Q

What are the 4 steps of the marketing research process?

A

Step 1. Gaining Consumer Insight
Step 2. A Focus on Exploratory Research
Step 3. A Focus on Conducting Surveys
Step 4. Final Marketing Research Thoughts

13
Q

Organize the steps

  1. Final Marketing Research Thoughts
  2. A Focus on Conducting Surveys
  3. Gaining Consumer Insight
  4. A Focus on Exploratory Research
A

Step 1. 3
Step 2. 4
Step 3. 2
Step 4. 1