Marketing Information Management - Warm Up

A marketing-research project that gathers sufficient information to help the business in its decision-

making would be described as

• thorough

• efficient

• tedious

• predictive

Which of the following is a true statement about qualitative research:

• It is based on statistics and facts.

• It is often conducted through experiments.

• It uses large samples of the population.

• It is conducted during a short time frame.

Which of the following is determined in a research project's master plan:

• How much data to collect

• The company's target market

• How much the marketers will be paid

• The purpose of the research

Interviewers cause marketing-research errors when they

• allow respondents to answer questions honestly

• communicate clearly with respondents.

• ask the respondents to answer all of the questions.

• express a biased attitude when asking questions.

Which of the following is an example of a secondary source of data that a business can obtain internally

• Sales report

• Trade Journal

• Government web site

• Magazine article

Which of the following situations indicates that a marketer should contact marketing research to resolve a problem:

• Declining inflation

• Testing new products

• Monitoring competitors

• Losing market share

Because the Hubert Company is not sure how to define its marketing problem, it should begin examining the issue by:

• gathering primary marketing data

• selecting a survey format

• analyzing the sampling error

• conducting exploratory research

Which of the following questions does a well-written marketing-research brief answer:

• Can we effectively enter a new market?

• Why are sales decreasing?

• What is the purpose of the research?

• Did we achieve the desired outcome?

When evaluating the wording of a survey, the editor should make sure that each question contains

• clear, technical terms

• impressive but vague language

• simple words without jargon

• vocabulary with dual meanings

Which of the following is a primary advantage of conducting a focus group to obtain marketing information:

• Moderator objectivity

• Cost effectiveness

• Limited preparation

• Discussion relevance