Conducting Marketing Research

1. The sampling plan includes

Advertising budget

Who is to be studied, how many, and how they are selected

Market pricing

Product development process

2. Experimental research is used to

Identify cause-and-effect relationships through controlled testing

Describe market share

Measure opinions only

Monitor competitors

3. A sample is

A segment of the population chosen to represent the whole

The entire population

The research hypothesis

Secondary data

4. A probability sample gives

Only selected customers a chance

Every population member a known chance of selection

Biased outcomes

No statistical validity

5. Primary data can be collected through

Company annual reports

Observation, surveys, and experiments

Internal accounting records

Published articles only

6. Secondary data refers to

New information gathered for the study

Experimental data only

Information collected for another purpose

Company financials

7. Focus groups are

One-on-one interviews

Telephone surveys

Data analytics reports

Guided discussions with small groups of people to gather insights

8. The marketing research process consists of

None of the above

Planning, recruiting, testing, and pricing

Defining problem, developing plan, collecting data, analyzing, and reporting

Brainstorming, selling, advertising, and budgeting

9. The first step in the marketing research process is

Defining the problem and research objectives

Collecting secondary data

Designing the questionnaire

Analyzing results

10. Observational research involves

Asking respondents questions

Conducting experiments

Using historical data

Watching people’s actions and situations without direct contact

Question 1 of 10