How the research will be conducted depends on a business's

• industry and resources

• products and employees

• size and resources

• size and industry

Erika, a manager, is wondering why sales are lower in a particular market segment. This is her

• research objective

• situation analysis

• research problem

• decision problem

Researchers should avoid conducting marketing research projects when managers

• are unwilling to take risks

• have preset ideas about results

• have too much money to spend

• are disorganized

Which of the following questions would be answered through a situation analysis

• How can we reach our target market more effectively?

• Which new product has more potential?

• Why is our business's market share dropping?

• What do we already know about this problem or opportunity?

Researchers are conducting focus groups as part of their current marketing research project. The results of these focus groups are examples of

• relevant variables.

• secondary data.

• primary data.

• units of analysiss.

Managers and researchers have formalized their decisions into a statement of what the marketing research study will achieve, known as a

• relevant variable.

• research objective.

• decision problem.

• research problem.

A company wants to know why sales of a certain product are not growing. Its purpose in conducting marketing research is to

• monitor

• test hypothesis

• explain

• predict

A company’s marketers guess that if they invest in salesforce training, sales will increase by 15 percent. This guess is called a(n)

• simulation

• hypothesis

• independent variable

• pilot study

A company’s marketers hold a meeting to lay out the master plan for conducting a marketing research project. This plan is known as the research

• questionnaire

• design

• variable

• focus

If researchers are asking consumers for opinions and feelings about a new product, what type of data are they collecting?

• Specific

• Qualitative

• Quantitative

• Unusable