Conducting Marketing Research

1. Primary data is

Original information collected for the specific purpose at hand

Historical archives

Previously published data

Government data

2. Causal research is conducted to

Explore broad market ideas

Describe demographics

Test hypotheses about cause-and-effect relationships

Collect opinions only

3. Secondary data refers to

Experimental data only

Information collected for another purpose

Company financials

New information gathered for the study

4. The main purpose of marketing research is

To increase sales directly

To train marketing staff

To provide accurate information for decision-making

To develop advertising slogans

5. Exploratory research is used to

Quantify data precisely

Test causal relationships

Gather preliminary information to define problems and suggest hypotheses

Estimate market size only

6. Descriptive research aims to

Find cause-and-effect relationships

Explore new ideas

Eliminate hypotheses

Describe market characteristics and functions

7. Marketing research is most valuable when

Decisions are uncertain and costly

There are no competitors

Time is unlimited

The problem is trivial

8. The first step in the marketing research process is

Analyzing results

Designing the questionnaire

Defining the problem and research objectives

Collecting secondary data

9. One advantage of secondary data is

It is less expensive and faster to obtain

It eliminates sampling

It replaces primary research

It is always current and accurate

10. The final step in the marketing research process is

Data collection

Sampling design

Presenting findings and making decisions

Problem definition