Conducting Marketing Research

1. The first step in the marketing research process is

Defining the problem and research objectives

Designing the questionnaire

Collecting secondary data

Analyzing results

2. Survey research is used to

Record sales data

Analyze competitors

Measure cause-effect relationships

Gather descriptive information about people’s knowledge, attitudes, and preferences

3. The final step in the marketing research process is

Data collection

Problem definition

Presenting findings and making decisions

Sampling design

4. Descriptive research aims to

Eliminate hypotheses

Find cause-and-effect relationships

Explore new ideas

Describe market characteristics and functions

5. Focus groups are

Telephone surveys

Guided discussions with small groups of people to gather insights

One-on-one interviews

Data analytics reports

6. A probability sample gives

No statistical validity

Only selected customers a chance

Every population member a known chance of selection

Biased outcomes

7. Primary data can be collected through

Company annual reports

Internal accounting records

Observation, surveys, and experiments

Published articles only

8. Marketing research is most valuable when

There are no competitors

Decisions are uncertain and costly

Time is unlimited

The problem is trivial

9. Causal research is conducted to

Describe demographics

Test hypotheses about cause-and-effect relationships

Explore broad market ideas

Collect opinions only

10. A sample is

The research hypothesis

The entire population

Secondary data

A segment of the population chosen to represent the whole

Question 1 of 10