Introduction to MKTG Research-Session 1

What are the orientations that make up the marketing concept?

• 4 P´s (product, price, promotion, and place)

• financial orientation, stategic orientation, consumer orientation

• consumer orientation, goal orientation, systems orientation

• decision making orientation, satisfaction orirntation, strategic orientation

What is the main goal of marketing research?

• decision making

• knowing the consumer to satisfy the needs

• stablish a plan to gain market share

• indentify lucrative oportunities in the market

What are the three functional roles of marketing research?

• segmentation, data, market share

• descriptive, diagnostic, predictive

• descriptive, exploratory, causal

• predictive,descriptive, exploratory

What is marketing research?

• The data analysis and evaluation that help provide decision making tools to management

• The integration of the principles of marketing that along with data result in decision making

• The different research approaches (exploratory, descriptive, casual) combined that along with segmentation and data analysis help management to take decisions

• The planning, collection, and analysis of data relevant to marketing decision making and communicating the results to management

What is the difference of applied research vs. basic research

Companies that only collect survey data for corporate clients or research firms are called:

• Custom Research Firms

• Syndicated Firms

• Corporate Resarch Firm

• Field Service Firms

According to McDaniel & Gates what is strategic partnership?

Which are two possible external clients of a marketing research?

• Marketing managers, franchisees

• Marketing managers, top management

• Vendors, franchisees

• Vendors, top management

Is low-ball pricing an ethical practice?

• True

• False

Which of the following is an example of research client´s unethical practices?

• Not validating data

• Making false promises

• Black-box trading

• Selling unnecessary research