Conducting Marketing Research

1. One advantage of secondary data is

It is less expensive and faster to obtain

It eliminates sampling

It is always current and accurate

It replaces primary research

2. Secondary data refers to

Experimental data only

Company financials

Information collected for another purpose

New information gathered for the study

3. The first step in the marketing research process is

Collecting secondary data

Defining the problem and research objectives

Analyzing results

Designing the questionnaire

4. The main purpose of marketing research is

To develop advertising slogans

To increase sales directly

To provide accurate information for decision-making

To train marketing staff

5. Primary data is

Original information collected for the specific purpose at hand

Historical archives

Government data

Previously published data

6. Descriptive research aims to

Describe market characteristics and functions

Eliminate hypotheses

Find cause-and-effect relationships

Explore new ideas

7. Causal research is conducted to

Describe demographics

Collect opinions only

Explore broad market ideas

Test hypotheses about cause-and-effect relationships

8. The final step in the marketing research process is

Problem definition

Sampling design

Data collection

Presenting findings and making decisions

9. Exploratory research is used to

Test causal relationships

Quantify data precisely

Estimate market size only

Gather preliminary information to define problems and suggest hypotheses

10. Marketing research is most valuable when

There are no competitors

The problem is trivial

Time is unlimited

Decisions are uncertain and costly