YS > App Mkt > Ch1: Essentials of marketing research

1. What is ‘Verstehen’ in relation to marketing research?

• any approach that focuses on qualitative issues like social meanings

• any orientation that favours quantitative practices

• neither of these

What are the key issues with ‘Big Data’ in relation to marketing research?

• easy to confuse with ‘Small Data’

• hard to capture, store, manage and analyse

• too broad and generic to be meaningful

Marketing research can be thought of as ‘user-inspired’; who would be responsible for such a view?

• Guba

• Pasteur

• Schumpeter

Marketing research helps with ______.

• decision making

• being right

• complicating life

Market research focuses on ______.

• operational needs of marketing

• analysing markets

• providing inspiration

Marketing research is ______ process.

• logical, lengthy and linear

• fun, superficial and random

• systematic, critical and in-depth

Sense making is dependent upon ______.

• social interactions

• personal interactions

• professional interactions

Pluralists views of marketing research are influenced by ______.

• post-modernism

• post-positivism

• both post-modernism and post-positivism

______ is an example of ‘inward-looking’ orientation in marketing.

• Market

• Product

• Relationship

Contemporary marketing research tends to focus on value co-creation.

• True

• False