Conducting Marketing Research

1. Primary data can be collected through

Published articles only

Company annual reports

Internal accounting records

Observation, surveys, and experiments

2. Observational research involves

Using historical data

Watching people’s actions and situations without direct contact

Asking respondents questions

Conducting experiments

3. Secondary data refers to

New information gathered for the study

Experimental data only

Information collected for another purpose

Company financials

4. Primary data is

Government data

Previously published data

Original information collected for the specific purpose at hand

Historical archives

5. The first step in the marketing research process is

Defining the problem and research objectives

Analyzing results

Designing the questionnaire

Collecting secondary data

6. Marketing research is most valuable when

Time is unlimited

There are no competitors

Decisions are uncertain and costly

The problem is trivial

7. 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

8. The final step in the marketing research process is

Presenting findings and making decisions

Sampling design

Data collection

Problem definition

9. A probability sample gives

Every population member a known chance of selection

Biased outcomes

Only selected customers a chance

No statistical validity

10. A sample is

Secondary data

A segment of the population chosen to represent the whole

The entire population

The research hypothesis

Question 1 of 10