YS > MKT Research > Ch 1 Adding Value with Marketing Research

What are the key issues with ‘Big Data’ in relation to marketing research?

• easy to confuse with ‘Small Data’

• hard to capture, store, manage and analyse

• too broad and generic to be meaningful

Complexity is ______.

• easy to understand

• hard to understand

• neither of these

Marketing research helps with ______.

• decision making

• being right

• complicating life

Marketing research is ______ process.

• logical, lengthy and linear

• fun, superficial and random

• systematic, critical and in-depth

______ is an example of ‘inward-looking’ orientation in marketing.

• ‘Market’

• ‘Product’

• ‘Relationship’

Contemporary marketing research tends to focus on value co-creation.

• True

• False

Online communities are providing no insight.

• True

• False

Marketing dashboards help with integrating ______.

• data, processes and viewpoints

• information, opinion and anecdotes

• knowledge, beliefs and attitudes

Market research focuses on ______.

• operational needs of marketing

• analyzing markets

Pluralists views of marketing research are influenced by ______.

• post-modernism

• post-positivism

• both post-modernism and post-positivism