Marketing chapter 8 Review

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions is referred to as

• Marketing enquiry

• strategic intelligence

• marketing tactics

• marketing research

Which of the following statements concerning marketing research is most accurate?

• Marketing research, if done properly, will always result in a positive marketing result.

• Among those people who participate in market research studies, there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

• When collecting marketing research, people may be reluctant to tell you what you want to know.

• People are just as able to give accurate information about products they have only heard about as those they have actually used

In marketing, a conscious choice made from among two or more alternatives is referred to as

• a parodox

• a decision

• a paradigm

• a conclusion

• a preference

The first step of the marketing research approach is to

• develop the research plan.

• take marketing actions.

• develop findings.

• collect relevant information.

• define the problem.

The second step of the marketing research approach is to

• collect relevant information.

• take marketing actions.

• develop the research plan.

• develop findings.

• define the problem.

The third step of the marketing research approach is to

• define the problem.

• develop findings.

• collect relevant information.

• take marketing actions.

• develop the research plan

The fourth step of the marketing research approach is to

• define the problem

• develop findings

• take marketing action

• develop the research plan

• collect relevant information

The fifth step of the marketing research approach is to

• develop findings

• develop the research plan

• collect relevant information

• define the problem

• take marketing actions

Setting research objectives and identifying possible marketing actions that might result from the research would take place during which step of the five-step marketing research approach?

• Obtain secondary data

• Develop the research plan

• Develop findings

• Collect relevant information

• Define the problem

Obtaining primary and secondary data would take place during which step of the five-step marketing research approach?

• Collect relevant information

• Develop the research plan

• Take marketing actions

• Develop findings

• Define the problem