Marketing Research

What is the first step in the marketing research process?

• Analyze results
• Defining the problem
• Experiment
• Conduct a survey

Which of the following is an example of a primary data source:

• inventory reports

• survey

• sales reports

• expense reports

Carolyn is planning on releasing a new product in her candy business and makes a survey to collect data.She asks "how often do you eat chocolate bars?"
What example of marketing research is this?

• media research
• quantitative research
• qualitative research
• product placing

What is a example of validity?

• A set of questions fully answering what the business wants to know about a target market
• A set of questions that are poorly written
• A set of questions that vaguely answer the companies question
• A long survey asking the consumer random questions

What is reliability?

• A set of questions fully answering what the business wants to know about a target market
• When a research technique produces results that are not correlated  
• When you can count on a company to perform well in the upcoming year
• When a research technique produces nearly identical results in repeated trials

Tyler walks into a Starbucks, and keeps track of how many caramel cinnamon lattes are being sold to gather data. What method is he using?

• Survey
• Observation
• Product Mix
• Product line

Andy is collecting data by sending a survey to his classmates about their opinion on new school policies. What type of research is this?

• product

• sales

• attitude

• media

Which question isn't collecting qualitative data?

• do you like chocolate or vanilla,-yes or no?

• why should phones be banned during school?

• describe the kind of toppings do you like on your pizza?

• how should you discipline a child?

Qualitative research answer questions that begin with...

• how much or how many
• when or where
• why or who 
• how or why 

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

• primary research

• product research

• secondary research

• survey research