IQ #4 MODULE 4 MARKETING MANAGEMENT

IT SPECIFIES THE INFORMATION REQUIRED TO ADDRESS THESE ISSUES, DESIGNS THE METHOD FOR COLLECTING INFORMATION, MANAGES AND IMPLEMENTS THE DATA COLLECTION PROCESS, ANALYZES THE RESULTS, AND COMMUNICATES THE FINDINGS AND THEIR IMPLICATIONS

• MARKETING INSIGHTS

• MARKETING RESEARCH

• MARKETING PLAN

• MARKET FORECAST

MARKETING RESEARCH IS FOR LARGE COMPANIES ONLY

• TRUE

• FALSE

THIS RESEARCH FIRM GATHERS CONSUMER AND TRADE INFORMATION WHICH THEY SELL FOR A FEE.

• SPECIALTY-LINE MARKETING RESEARCH FIRM

• CUSTOM MARKETING RESEARCH FIRM

• SYNDICATED-SERVICE RESEARCH FIRM

• RESEARCH COMPANY

THE QUESTION "WHEN YOU HEAR THE WORD MARKETING?" IS AN EXAMPLE OF WHAT TYPE OF OPEN-END QUESTION?

• SENTENCE COMPLETION

• STORY COMPLETION

• COMPLETELY UNSTRUCTURED

• WORD ASSOCIATION

A QUESTION WITH TWO POSSIBLE ANSWERS.

• LIKERT SCALE

• DICHOTOMOUS

• RATING SCALE

• IMPORTANCE SCALE

SALES REPORT, FINANCIAL STATEMENT OF THE COMPANY AND JOURNALS ARE ALL EXAMPLES OF PRIMARY DATA

• TRUE

• FALSE

ETHNOGRAPHIC RESEARCH CAN ONLY BE USE BY COMPANIES OFFERING CONSUMER PRODUCTS ONLY.

• TRUE

• FALSE

IT IS THE MOST SCIENTIFICALLY VALID RESEARCH.

• SURVEY RESEARCH

• FOCUS GROUP RESEARCH

• EXPERIMENTAL RESEARCH

• BEHAVIORAL RESEARCH

QUALITATIVE RESEARCH TECHNIQUE CAN BE USEFUL IN EXPLORING CONSUMERS' PERCEPTIONS.

• TRUE

• FALSE

THE SET OF MEASURES THAT HELPS MARKETERS QUANTIFY, COMPARE, AND INTERPRET THEIR PERFORMANCE.

• MARKETING INSIGHTS

• MARKETING METRICS

• MARKETING MIX MODELLING

• MARKETING DASHBOARD