Quiz 3: Chapters 2 and 6

Marketers are critical to the strategic planning process. Not only do marketers keep an eye on the marketing philosophy, but they also utilize research to identify _______ in the environment.

• competitors’ secrets

• email issues

• social media ads

• 1. trends

The Boston Consulting Group developed a grid that shows how an SBU performs in market share as well as _______.

• market growth

• product position

• farm animals

• competing producst in the marketplace

_______ allow(s) marketers to listen to and assess the needs of the market and to discover ways to satisfy the unmet needs of customers, target markets, and prospective clients.

• Marketing research

• Marketing listening tools

• Community conversations

• Collaboration and ethical behavior

Marketing intelligence is essential to businesses trying to identify _______ in the external environment.

• sustainable variables

• on-trend company products

• 1. opportunities and threats

• internal data

Market research analysts are charged with many responsibilities across industries, but the most important role is the ability to do what?

• Make informed marketing decisions

• Use Stata or SPSS software

• Communicate findings occasionally

• Understand all business financial reports

What is the major difference between primary and secondary data?

• Primary data is unique information that is collected by the specific researcher with the current project in mind, and secondary data already exists somewhere

• Secondary data from internal documents is always reviewed first, and primary data collection builds on those findings.

• Secondary or syndicated data must be purchased, and primary data collection is free.

• Primary data can be collected and accessed quickly, while secondary data is more difficult to compile and analyze.

Which of the following statements is true about qualitative and quantitative data?

• Only measurable data, or quantitative data, is useful in understanding consumer behavior.

• Quantitative research is used most frequently to understand marketing information.

• Qualitative research deals with words and concepts, and quantitative research deals with numbers and statistics.

• Qualitative research is used most frequently in marketing research

Research shows consumers are leery about sharing their private information with researchers for fear they will be harmed and their confidential information will be _______.

• fabricated for other uses

• sold to other businesses

• tied to them and tracked across websites

• used for bait-and-switch schemes

According to its website, the Insights Association exists to “protect and create demand for the evolving insights and analytics industry by promoting the indisputable role of insights in driving business impact.” According to its code of standards, the researcher should make every effort to separate the selling of products from the ________.

• salesperson

• research

• benefits

• company

Which part of today's class did you like the best?