MM52 2.03 Marketing Research Designs Lesson

Multiple Choice

Why is it important for businesses to use well-designed marketing research methods?

• To save money on advertising

• To ensure accurate and useful data for decision-making

• To increase the number of employees

• To avoid using technology

Multiple Choice

Which of the following is NOT a purpose of marketing research?

• To explain something

• To predict something

• To design a product

• To test hypotheses

Multiple Select

Research design specifies which of the following? Choose ALL that apply.

• Types and amount of data needed

• Collection methods

• Data analyzation methods

• Advertising strategies

Fill in the Blank

Purpose or goal has to be determined ___ in the research process.

Multiple Select

What questions should be considered when determining the method and design for a marketing research project? Choose ALL that apply

• What are the objectives of this project?

• What is the relationship between marketing research and design?

• What data do we have or need to gather?

• What are our budget and schedule?

Multiple Choice

Which type of marketing research is used to gain insight into a marketing problem and clarify concepts?

• Descriptive Research

• Causal Research

• Exploratory Research

• Experimental Research

Multiple Choice

What type of data does exploratory research primarily use?

• Quantitative data

• Qualitative data

• Mixed methods

• Secondary data

Descriptive Research Examples

• In-depth surveys (asking respondents carefully crafted questions regarding their television-viewing habits)

• Case studies (an intense analysis of a person, group, or event; e.g., a competitor)

• Studying current economic or technological trends

• Questionnaires to a target market to learn more information about them

• Observing and recording customer behavior in action

Multiple Choice

Descriptive research is mainly used to answer which of the following questions?

• Why?

• What if?

• Who? When? Where? How?

• How much?

Multiple Choice

Which type of research is used to uncover cause and effect relationships in marketing?

• Exploratory Research

• Descriptive Research

• Causal Research

• Qualitative Research

This is what is observed/measured as a result of changing the independent variable.

• ​Ex: When the packaging is changed on a limited scale, how much do sales increase, decrease, or stay the same.

This is the variable that researchers control.

• ​Ex: If a company thinks changing their packaging will increase sales, so they make a limited run with new packaging to see how it sells in a test market.

​Independent Variables

Variables

​Dependent Variables

Fill in the Blank

Causal research examines the relationship between independent and ___ variables.

Multiple Choice

True or False: An independent variable is what is changed or manipulated in a research study and the dependent variable is what is observed & measured.

• True

• False

Causal Research is typically done AFTER exploratory and descriptive research

Multiple Choice

Which of the following best describes the primary purpose of causal research?

• To answer 'Why?' questions using quantitative data and experiments

• To collect opinions through qualitative interviews

• To observe natural phenomena without interference

• To summarize existing literature on a topic

Multiple Select

What are two key characteristics of causal research as described in the slide?

• Uses qualitative data

• Involves experiments or simulations

• Answers 'Why?' questions

• Focuses on historical analysis