Marketing Chapter 8 Lesson 2

Marketing research is the process of gathering and analyzing market and customer data and information that can be used to make marketing decisions, focusing on the _________.

• 4Ps (product, place, promotion, price)

• 3 Additional Ps (process, people, physical evidence)

• quantitative datavvvvv

• qualitative data

(a)   involves researching and analyzing original data collected from first-hand experience.

(a)   involves researching and analyzing existing data that has already been collected by other outside sources.

Which type of question eliminates “don’t know” and “neutral” options?

• open-ended

• primary

• secondary

• forced-choice

During a focus group session, a marketer asks, “What would you do to make this shoe more comfortable or appealing?” What type of question is the marketer asking?

• open-ended

• forced-choice

• experimental

• observation

During a customer service survey, a marketer asks, “How was your service today, smiley face or sad face?” What type of question is the marketer asking?

• open-ended

• forced-choice

• strengths

• weaknesses

After collecting marketing research to determine a new product’s popularity within a specific age range, a marketing professional notices that individuals ages 17-25 are the main purchasers of the product. What type of data is this?

• qualitative

• experimental

• quantitative

• observational

What type of data describes qualities and characteristics?

• open-ended

• forced-choice

• quantitative

• qualitative

A technique for gathering data that involves asking people questions is the:

• survey method.

• experimental method.

• observation method.

• variable method.

Research conducted with a scientific approach using two sets of variables is the:

• survey method.

• experimental method.

• observation method.

• market method.