Conducting Marketing Research

1. Focus groups are

Data analytics reports

One-on-one interviews

Telephone surveys

Guided discussions with small groups of people to gather insights

2. A probability sample gives

No statistical validity

Biased outcomes

Only selected customers a chance

Every population member a known chance of selection

3. The final step in the marketing research process is

Data collection

Sampling design

Problem definition

Presenting findings and making decisions

4. A sample is

The entire population

The research hypothesis

Secondary data

A segment of the population chosen to represent the whole

5. Experimental research is used to

Identify cause-and-effect relationships through controlled testing

Describe market share

Measure opinions only

Monitor competitors

6. Primary data can be collected through

Published articles only

Observation, surveys, and experiments

Company annual reports

Internal accounting records

7. Survey research is used to

Gather descriptive information about people’s knowledge, attitudes, and preferences

Record sales data

Analyze competitors

Measure cause-effect relationships

8. One advantage of secondary data is

It replaces primary research

It eliminates sampling

It is less expensive and faster to obtain

It is always current and accurate

9. Descriptive research aims to

Find cause-and-effect relationships

Eliminate hypotheses

Describe market characteristics and functions

Explore new ideas

10. Marketing research is most valuable when

The problem is trivial

Decisions are uncertain and costly

There are no competitors

Time is unlimited

Question 1 of 10