Marketing Research
Marketing research can be used by companies to do which of the following?
What is: All of the above
Define:
These types of questions allow respondents to construct their own answer/response
What is:
Open ended
Which of the following is most likely to have an in-house marketing research department?
What is:
A regional manufacturing corporation
Define the following:
What is:
Primary Data and Secondary Data
Put the steps to the marketing research process in the correct order:
- Analze Data
-Apply Results
-Define the problem
- Obtain Data
- Recommend Solutions
Define the problem
Obtain Data
Analyze Data
Recommend Solutions
Apply Results
A business conducts marketing research when it needs to solve a problem or when it wants to
What is:
Identify a new market opportunity
Define:
These types of questions ask respondents to choose answers from a list of possibilities on a questionnaire
What is:
Forced-Choice
Define:
A group of people, objects, or items taken from a larger population for measurement/research. The ____________ chosen should be an accurate reflection of the entire population.
What is:
A sample population
Which of the following would NOT be considered a primary research method?
What is:
Online research from other studies
Define:
The process of compiling, analyzing, and interpreting the results of primary and secondary data collections
Data Analysis
Which of the following situations indicates that a marketer should conduct marketing research to resolve a problem:
What is:
Losing Market Share
Which of the following is essential to all marketing research?
What is:
Accuracy
Define:
A form of marketing research that uses a demographically diverse group of people assembled to participate in a guided discussion about a particular product before it is launched, or to provide ongoing feedback on a political campaign, television series, etc.
What is:
A focus group
Define:
A primary research technique in which information is gathered through questionnaires
What is:
Survey Method
Define the following:
(Answer must be in the correct order)
What is:
Quantitative research
Qualitative research
A questionnaire has __________________ when the questions asked measure what was intended to be measured.
What is:
Validity
Market researchers would use the Likert rating scale when designing questions to measure consumer
What is:
Level of agreement
Define:
Form of research designed to obtain information on how consumers feel about certain products, services, companies, or ideas. Customers are usually asked to rank “how satisfied” they are with a product.
What is:
Attitude Research
Provide answers to the following, specify your answers:
What is:
When developing a sampling plan for a marketing-research project, a business must first determine
What is:
The size of the group it intends to survey
Which of the following research methods is an appropriate way to gather marketing information when quick responsiveness and low costs are important issues?
What is:
Internet Survey
Which of the following is a primary advantage of conducting a focus group to obtain marketing information?
What is:
Relevance of the discussion
ABC company is preparing to print the results of a marketing-research project conducted by an external research company. The researcher believes the conclusions that ABC has drawn from the report are not supported by the data. What should the researcher do?
What is:
Define: A primary research technique in which the researcher observes the results of changing one or more marketing variables while keeping others constant under controlled conditions
What is:
Experimental Method
Which of the following questions does a well-written marketing research brief answer?
(A Research Brief is a short, non-technical summary of a discussion paper, intended for decision- makers, with a focus on the paper's policy-relevant findings)
What is:
What is the purpose of the research