Research
Data is only as good as the ___________ who collect it.
people
What divides information into smaller units in order to compare them against the whole?
pie charts
Federal & State Government sources can help social media marketers when framing their ___________ market.
target
Customer Profile
Think of the marketing researcher as a ____________ whose role is to decipher, interpret, decode, and discuss research information in order to lead a business down a profitable path through effective SMM strategies.
translator
What provides firsthand evidence about a topic?
primary research
What demonstrates comparisons between multiple factors?
bar charts
What is ONE example of secondary research?
Internal Company Data
Internet Sources
Federal & State Government Sources
Trade Organizations
What involves quantitative results and are a way to test hypotheses? Also known as field trials.
experiments
When it comes to internet sources, what is ONE of the things social media marketers should do when conducting research?
Be specific with search terms
Use quotation marks to enclose a phrase
Use search features on websites
What is one piece of information that should be gathered and identified during the analysis stage?
trends
themes
enlightenment
What is a graph that shows the relationship between two factors?
scatter plot
What is the top method to collect customer data according to the book?
customer databases/profiles
What interprets and analyzes primary data?
secondary research
What are TWO examples of primary research?
Surveys
Observations
Focus Groups
Experiments
In the Marketing Research Process, what stage involves the results of data analysis being used to recommend a social media marketing strategy?
This stage helps solidify sales, marketing goals, the marketing mix, positioning, and competitive analysis.
Recommending Solutions and Strategies
What is a tool used to systematically organize detailed information in rows and columns?
table
What is ONE of the limitations of market research?
Market Research cannot be substituted for decision-making
It is NOT a predictor of behavior
What is a computer-based program that stores data from other systems in a way that is easily accessible to a user?
database application
What is ONE of the THREE questions marketers ask to help guide problem solving?
What causes the problem?
Why do customers seek a solution?
How can we offer the best solution?
What is the last step in the Marketing Research Process?
1. defining the problem
2. obtaining data
3. analyzing data
4. making recommendations
5. implementing solutions & strategies
What applications do social media markets often use to create tables?
Microsoft Excel, Google Sheets
What are TWO characteristics that are captured by customer profiles?
Geographic (location)
Personal Information (Demographic)
Lifestyle and Interests (Psychographic)
Spending Habits (Behavioral)
What are organizations designed to support and advocate specific industry groups by providing numerous resources for members to grow and thrive?
trade associations
What is the role of social media in marketing research? (List 2 of 3 things)
Real-time Information
Social listening
Complements Traditional Marketing