Conducting Marketing Research

1. Causal research is conducted to

Explore broad market ideas

Collect opinions only

Test hypotheses about cause-and-effect relationships

Describe demographics

2. Observational research involves

Conducting experiments

Asking respondents questions

Using historical data

Watching people’s actions and situations without direct contact

3. A disadvantage of secondary data is that

It’s never accessible

It’s always more accurate

It requires no analysis

It may be outdated or collected for a different purpose

4. The final step in the marketing research process is

Sampling design

Problem definition

Presenting findings and making decisions

Data collection

5. Descriptive research aims to

Eliminate hypotheses

Describe market characteristics and functions

Find cause-and-effect relationships

Explore new ideas

6. Focus groups are

One-on-one interviews

Data analytics reports

Guided discussions with small groups of people to gather insights

Telephone surveys

7. Population in research means

Company employees

Only loyal customers

A subset of respondents

The entire group of people relevant to the study

8. The marketing research process consists of

Planning, recruiting, testing, and pricing

None of the above

Brainstorming, selling, advertising, and budgeting

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

9. Exploratory research is used to

Test causal relationships

Gather preliminary information to define problems and suggest hypotheses

Quantify data precisely

Estimate market size only

10. The sampling plan includes

Product development process

Advertising budget

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

Market pricing

Question 1 of 10