WorksheetsUnit 1 Marketing Research
Total questions: 30
Worksheet time: 28mins
To consider before carrying out a Marketing Research
Time limitations
Data availability
Geographical scope
Cost-Benefit
Nature of decision
Exploratory and Inclusive are two types of Market Research
True
False
Establishes how variables are related to one another
Exploratory Research
Descriptive Research
Casual Research
Can be used to uncover the variables at work in a given situation
Exploratory Research
Descriptive Research
Casual Research
Continuous market research and ad hoc market research are according to ...
The method of obtaining Information
The type of information
The nature of the information
Qualitative, quantitative and mixed are according to...
The method of obtaining information
The type of information
The nature to the information
According to the method of obtaining information...
Field Research
Continuous market research
Desk research
Adhoc market research
Qualitative
MR applications
Copy text testing
Customer satisfaction studies
Segmentation studies
Proof of concept
Copy text testing
It is based on new information technology and gathers together, evaluates and distributes the appropriate information for marketing decision making
MIS
DSS
BCG
Parenting Matrix
A formalized set of procedures for the generation, analysis, storage and continuous distribution of relevant information to the decision makers in marketing
Marketing Research
MIS
DSS
Parenting Matrix
Procedures that enable decision makers to interact with data and analysis methods in order to collect, analyse and interpret information.
MIS
DSS
BCG
Parenting Matrix
The great drawback of DSS is that they are very intensive, both in terms of their day-to-day use as well as in their maintenance
True
False
DSS components
Results management system
Model management system
Data management system
User interface or dialog generator
Field research is the phase number __ in the MR process
1
2
3
4
5
Research design is the phase number ___ in the MR method
1
2
3
4
5
Problem definition is the phase ___ in the MR process
1
2
3
5
6
Problem definition task...
Discussion with decision makers
Experts interviews
Primary data
Quantitative research
Statements or propositions that provide a possible answer to the research question
theoretical framework
analytical model
research questions
hypothesis
Questions which present the specific components of the problem
theoretical framework
analytical model
research questions
hypothesis
Refers to the development of a conceptual outline or objective evidence stemming from published empirical results
theoretical framework
analytical model
research questions
hypothesis
The main focus of the fieldwork or data collection is on the (a) responsible for collecting the data
Situations where performing MR is convenient for the organisation
Lack of resources
The research results are not be useful to management
The opportunity is now
Decision-making information already exists
The research cost outweighs the benefits of the research
Once the decision has been made to undertake MR, initial circumstances can be encountered
the company possess the necessary resources to have its own internal market research department
the company may turn to organisations that provide market research
Respondents from a research project donate their time and insights for nothing or very little. It is therefore essential to respect their rights
The right to security
The right to answer a low percentage of questions
The right to privacy
The right to be serious
An exploratory investigation will be required according to the nature of the problem, the degree of importance to the organisation and the degree of experience of the researchers
True
False
In research, the problem definition of research is a critical step, as it designates the areas of research and data types that will be required
True
False
The culmination of the process of formulating the problems and/or opportunities is to establish the primary and secondary data.
True
False
The research objectives are closely linked to the management decisions taken based on the research
True
False
A (a) is a statement about the possible relationship between two or more variables that can be tested with empirical data
There is no area of market research that requires greater insight and creativity than that of defining the problem.
True
False
