Marketing Research Quiz

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

used to collect data about how people FEEL about their products, services, or ideas Often using surveys

• media research

• attitude or opinion research

• product research

• market intelligence research or sales research

used to determine the effectiveness of the various media to advertise a good or service. Often related to studying commercials and other advertising methods

• media research

• attitude or opinion research

• product research

• market intelligence or sales research

the step in the marketing research process in which the problem or research issue is identified and goals are set to solve the problem

• obtain data

• recommend solutions

• take action steps

• identify the problem

the step in the marketing research process in which researchers compile, analyze, and interpret the data

• identify the problem

• collect data

• analyze the data

• take action steps

are data obtained (collected) for the first time and used specifically for the problem or issue under study

• primary data

• secondary data

• sample data

• point of sale data

a type of research technique that gathers information from people directly through the use of interviews or questionnaires

• observation

• survey method

• experimental

• point of sale data

questions that are either two-choice, multiple choice, or rating or ranking . For Example - usually multiple choice or Yes, No, can't just put in your own answers

• open ended

• forced choice

• multiple choice

• test questions

secondary data is cheaper and takes less time to gather than primary data because it has already been collected

• TRUE

• FALSE

Provides insight into what people think about a topic. Comes from research questions that require judgement, instead of "yes or no" answers.

• Qualitative data

• Market research

• Quantitative data

• Database