Conducting Marketing Research

1. The final step in the marketing research process is

Presenting findings and making decisions

Problem definition

Sampling design

Data collection

2. Secondary data refers to

New information gathered for the study

Experimental data only

Information collected for another purpose

Company financials

3. The first step in the marketing research process is

Analyzing results

Collecting secondary data

Defining the problem and research objectives

Designing the questionnaire

4. The main purpose of marketing research is

To provide accurate information for decision-making

To increase sales directly

To train marketing staff

To develop advertising slogans

5. Causal research is conducted to

Collect opinions only

Test hypotheses about cause-and-effect relationships

Explore broad market ideas

Describe demographics

6. Descriptive research aims to

Eliminate hypotheses

Find cause-and-effect relationships

Describe market characteristics and functions

Explore new ideas

7. Primary data is

Government data

Historical archives

Original information collected for the specific purpose at hand

Previously published data

8. Exploratory research is used to

Quantify data precisely

Estimate market size only

Gather preliminary information to define problems and suggest hypotheses

Test causal relationships

9. One advantage of secondary data is

It is less expensive and faster to obtain

It replaces primary research

It is always current and accurate

It eliminates sampling

10. Marketing research is most valuable when

The problem is trivial

Decisions are uncertain and costly

Time is unlimited

There are no competitors