Conducting Marketing Research

1. Descriptive research aims to

Eliminate hypotheses

Find cause-and-effect relationships

Explore new ideas

Describe market characteristics and functions

2. A probability sample gives

No statistical validity

Every population member a known chance of selection

Biased outcomes

Only selected customers a chance

3. A disadvantage of secondary data is that

It requires no analysis

It may be outdated or collected for a different purpose

It’s always more accurate

It’s never accessible

4. Population in research means

The entire group of people relevant to the study

Company employees

Only loyal customers

A subset of respondents

5. Focus groups are

Telephone surveys

Guided discussions with small groups of people to gather insights

Data analytics reports

One-on-one interviews

6. The final step in the marketing research process is

Data collection

Presenting findings and making decisions

Problem definition

Sampling design

7. Observational research involves

Conducting experiments

Using historical data

Watching people’s actions and situations without direct contact

Asking respondents questions

8. Primary data can be collected through

Published articles only

Internal accounting records

Company annual reports

Observation, surveys, and experiments

9. Exploratory research is used to

Gather preliminary information to define problems and suggest hypotheses

Test causal relationships

Estimate market size only

Quantify data precisely

10. One advantage of secondary data is

It eliminates sampling

It is less expensive and faster to obtain

It replaces primary research

It is always current and accurate

Question 1 of 10