Conducting Marketing Research

1. Marketing research is most valuable when

The problem is trivial

There are no competitors

Decisions are uncertain and costly

Time is unlimited

2. The final step in the marketing research process is

Data collection

Sampling design

Problem definition

Presenting findings and making decisions

3. The first step in the marketing research process is

Designing the questionnaire

Defining the problem and research objectives

Analyzing results

Collecting secondary data

4. Descriptive research aims to

Eliminate hypotheses

Explore new ideas

Describe market characteristics and functions

Find cause-and-effect relationships

5. Primary data is

Previously published data

Government data

Historical archives

Original information collected for the specific purpose at hand

6. Secondary data refers to

Experimental data only

New information gathered for the study

Information collected for another purpose

Company financials

7. Causal research is conducted to

Collect opinions only

Explore broad market ideas

Test hypotheses about cause-and-effect relationships

Describe demographics

8. 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

9. 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

10. Exploratory research is used to

Estimate market size only

Test causal relationships

Gather preliminary information to define problems and suggest hypotheses

Quantify data precisely