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WorksheetsThe Marketing Research Process- Session 2
Total questions: 13
Worksheet time: 7mins
The research process is important for:
Providing a systematic, planned, and consistent approach within all the aspects of the research project
Discovering global trends and sharing information.
Creating good relations with consumers
Improving the company's marketing strategy
When a new marketing research project is planned, the steps to carry out this research consist of:
Problem statement, objectives, and scope.
Research purpose, research objectives, and estimating the value of information
Organizational purpose, research users, and marketing objectives.
Research question, hypothesis, and scope.
The marketing planning process includes a situation analysis, which is useful for:
Defining the business scope and served market segments.
Understanding the environment and the market.
Refining strategies and program.
Pricing.
The research question asks:
What specific information is required to achieve the research purpose?
What kind of consumers are required to achieve the research objective?
What is the possible answer to a research objective?
What is the best decision alternative?
When you are estimating the value of the information, if the cost is higher than the benefit you:
Conduct marketing research.
Do not conduct marketing research.
Design the research.
Collect the data.
What are the three components of the research objective?
research question, development of hypothesis, research boundaries
decision alternatives, timing, results
research purpose, framing research questions, market analysis
specification of research purpose, alternatives, research boundaries
Possible answers to a research question is/are:
the research boundaries
the hypotheses
the research purpose
classifies research users
Which are the main variables that affect the value of information?
the influence of the research information on the final product/service
the uncertainty of the information, the size of the scope, and the research objective
the subjective possibilities and external factors
importance of the decision in the research purpose, the uncertainty that surrounds it, the influence of the research information on the decision.
Which are the three steps that researchers need to undergo to recognize a problem?
Find a source of gap, actions that did not occur, understaning gap
What was expected to happen, which were the result expectations that were not met, lack of feedback
Something must be expected to happen, feedback on what happened must be received, expectations and feedback must be compared
Prepare information, analyze the situation, understand problem
What was the main problem that the company executive faced in the "Backward" Market Research case?
The researcher did not understand her needs that aimed to solve the company's situation
The researcher assumed that she wanted to know about the consumer's loyalty
The problem was hard to understand
All the above
What is the benefit of translating the problem into a research methodology?
The two parts (researcher and client) understand the problem
It leads to development of research instruments in order to clearly define the research objectives
Stresses collaboration between researcher and corporate decision makers
All the above
Which are the two cases in which research is not expected to be immediately used for decision making?
Abstract research, primary research
Basic research, methodological research
"Backward" market research, crossed market research
Inverse research, concave research
What is the main goal of "backward" market research?
To establish a clear definition of the problem for both parties (researcher and client)
To simplify the processes of research
To start when the research processes end with the goal of developing each stage of the design based on what comes after and at the end have accurate results for decision making
All the above
