Conducting Marketing Research

1. Exploratory research is used to

Test causal relationships

Gather preliminary information to define problems and suggest hypotheses

Estimate market size only

Quantify data precisely

2. A sample is

The research hypothesis

A segment of the population chosen to represent the whole

Secondary data

The entire population

3. Secondary data refers to

New information gathered for the study

Experimental data only

Information collected for another purpose

Company financials

4. The first step in the marketing research process is

Defining the problem and research objectives

Collecting secondary data

Analyzing results

Designing the questionnaire

5. Causal research is conducted to

Explore broad market ideas

Collect opinions only

Describe demographics

Test hypotheses about cause-and-effect relationships

6. One advantage of secondary data is

It is less expensive and faster to obtain

It is always current and accurate

It eliminates sampling

It replaces primary research

7. Observational research involves

Using historical data

Watching people’s actions and situations without direct contact

Conducting experiments

Asking respondents questions

8. The final step in the marketing research process is

Presenting findings and making decisions

Problem definition

Data collection

Sampling design

9. The main purpose of marketing research is

To train marketing staff

To develop advertising slogans

To increase sales directly

To provide accurate information for decision-making

10. A disadvantage of secondary data is that

It may be outdated or collected for a different purpose

It’s always more accurate

It requires no analysis

It’s never accessible

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