Marketing Research

why is market research important?

• Research is fun, easy and cheap so even if nothing is learned, the experience is good

• Data generated by research can be sold to make extra money

• By researching, people know marketers care about them

• Without research data to base decisions on, marketers are just guessing

Qualitative research can be defined as which of the following?

• Exploratory, in-depth research involving flexible, open-ended questions

• Experimental research which is performed by experienced research experts using a specific formula

• Structured research which uses the scientific method and standardized questions to make generalizations and predictions

• High-quality secondary research

Which of the following is NOT a quantitative research method?

• An experiment which compares the Internet speed of two competing providers

• A survey over the phone at the end of a cable service phone call

• A group discussion about the features group members want in a new cell phone

• A questionnaire at your restaurant table which asks how happy you are with your food and service

Marketing Information System system for gathering and organizing marketing information used in decision making

• TRUE

• FALSE

The survey that you developed and sent out to a sponsor or business owner is

• Qualitative

• Quantitative

• Demographic

• Geographic

Promotional campaign is a series of advertisements and promotions using various marketing tools that share the similar messages to promote a business or an event

• TRUE

• FALSE

WHICH ONE OF THE FOLLOWING WOULD BE CONSIDERED PART OF A PROMOTIONAL CAMPAIGN? (CHECK ALL THAT APPLY)

• ADVERTISING IN PRINT

• SOCIAL MEDIA POST

• SPONSORING AN EVENT

• OFFERING A DISCOUNT FOR SHORT PERIOD OF TIME

• ADVERTISING ON TV