Market Research Review

Technique that utilizes computer-based programs to assess the impact of alternative marketing strategies

• Simulation

• Sampling

• Sample Size

• Validity

Select persons from the designated population at random

• validity

• probability samples

• non-probability samples

• reliability

Compares the impact of marketing variables on the individuals responses in a controlled setting

• experimental research

• media research

• product research

• primary research

Information already collected for another purpose that can be used to solve the current problem

• primary research

• product research

• secondary research

• survey research

Select persons from the designated population not at random

• non-probability samples

• probability samples

• validity

• reliability

Ask respondents to construct their own response to the question

• experimental research

• research design

• open-ended questions

• forced-choice questions

Which of the following is the first step in undertaking a marketing research problem?

• define the problem

• solve the problem

• collect problem-specific data

• analyze the situation

• define a sample

Which of the following steps of the market research process typically takes over half of the time in completing the research?

• problem definition

• situation analysis

• data collection

• problem solving

• alternative development

Which of the following is a major disadvantage associated with the collection of primary data in the course of marketing research?

• it provides the most recent data possible

• it is typically expensive

• it allows for secrecy from competitors

• it fits the firm's marketing needs well

• data collection is rapid

What type of research seeks to find in-depth, open-ended responses?

• quantitative

• marketing

• chi square

• experimental

• qualitative