Conducting Marketing Research

1. Causal research is conducted to

Collect opinions only

Describe demographics

Explore broad market ideas

Test hypotheses about cause-and-effect relationships

2. The marketing research process consists of

Planning, recruiting, testing, and pricing

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

Brainstorming, selling, advertising, and budgeting

None of the above

3. A sample is

The research hypothesis

The entire population

Secondary data

A segment of the population chosen to represent the whole

4. Population in research means

Only loyal customers

Company employees

The entire group of people relevant to the study

A subset of respondents

5. The sampling plan includes

Product development process

Market pricing

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

Advertising budget

6. One advantage of secondary data is

It replaces primary research

It is always current and accurate

It is less expensive and faster to obtain

It eliminates sampling

7. Descriptive research aims to

Describe market characteristics and functions

Find cause-and-effect relationships

Explore new ideas

Eliminate hypotheses

8. The main purpose of marketing research is

To train marketing staff

To develop advertising slogans

To provide accurate information for decision-making

To increase sales directly

9. A probability sample gives

Biased outcomes

Only selected customers a chance

Every population member a known chance of selection

No statistical validity

10. Marketing research is most valuable when

Decisions are uncertain and costly

The problem is trivial

There are no competitors

Time is unlimited

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