Marketing Research

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

• Marketing insights

• Marketing metrics

• Marketing channels

• Marketing-mix models

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

• Marketing communications

• Internal marketing

• Marketing research

• Market segmentation

The marketing research process begins by ________.

• developing a research plan

• defining the problem, the decision alternatives, and research objectives

• analyzing the internal environment

• reading marketing research journals

If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.

• descriptive

• quantitative

• exploratory

• secondary

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

• developing the research plan

• defining the problem

• analyzing the information

• collecting information

________ are data that were collected for another purpose and already exist.

• Primary data

• Secondary data

• Ordinate data

• Cross-sectional data

Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.

• focus group research

• survey research

• observational research

• behavioral research

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

• Experimental research

• Behavioral research

• Focus group research

• Observational research

Which of the following is an advantage of personal interviews?

• It is a relatively inexpensive method of gathering information.

• Faster

• Participants can choose to respond at their own convenience.

• Interviewers can record additional observation about the respondent such as body language.

The ________ phase of marketing research is generally the most expensive and the most prone to error.

• data collection

• questionnaire design

• interview design

• research planning