Marketing unit 4

Market researchers would use the Likert rating scale when designing questions to measure consumer a.Feelings and knowledge b.Level of agreement c.Specific beliefs d.Level of intuitiveness

a. feeling and knowledge

When developing a sampling plan for a marketing-research project, a business must first determine a.The size of the group it intends to survey b.The validity of the information c.How the researcher should code the responses d. How to predict the sample group's responses.

a. the size of the group it intends to survey

Which of the following is essential to all marketing research? a.Accuracy b.Secondary data c.Frequency d.Primary Data

a.accuracy

These types of questions ask respondents to choose answers from a listed of possibilities on a questionnaire a.Multiple choice b.Open-ended c.Short answer d. Forced-choice

a.multiple choice

If a consumer forgot to answer a question or chose not to answer a question on a survey, the researcher should just choose an answer and fill it in for them. True False

false

Marketing research should only be conducted once a year at a time predetermined by the company or business. True False

false

Which of the following situations indicates that a marketer should conduct marketing research to resolve a problem:

testing new products

It is important to leave opinions and bias of the researcher out of the research project. True False

true

A questionnaire has __________________ when the questions asked measure what was intended to be measured. Validity Reliability Range Accessibility

validity

What are the steps of market research?

Define the problem, analyze data, obtain data, recommend solutions, apply results

what is marketing information management?

It is marketing function can help businesses predict how much will be sold in a given period of time

Tara, a marketing researcher, watches customers as they shop for products and writes down her impressions of the customers' behaviors. Tara is gathering _________ data by __________.

primary, observing

__________________ exists when a research technique produces nearly identical results in repeated trials. Validity Reliability Range Accessibility

reliability

Data that has already been collected for another study but can be applied to the current study/research is known as

secondary data

When evaluating the wording of a survey, the editor should make sure that each question contains: Advanced, highly technical vocabulary Impressive but vague language Simple words without jargon Vocabulary with dual meanings

simple words without jargons

Which of the following is an example of a business obtaining marketing information about consumers in a way that might be considered unethical? a. Offering a free product in exchange for personal data b.Conducting a random survey c.Sending questionnaires to a specific audience d. Developing a scientific experiment

A. offering a free product in exchange for personal data

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

Approachable, opinionated, and organized

Which of the following questions does a well-written marketing research brief answer? a.Can we effectively enter a new market? b.Why are sales decreasing? c.What is the purpose of the research? d. Did we achieve the desired outcome?

C. what is the purpose of the research?

What is primary data?

Data obtained for the first time and used specifically for the particular problem or issue being studied

What does marketing research help companies decide?

It can help decide products to produce, prices to sell product, and the target market.

Juan is planning a new advertising campaign for his company, a mobile dog grooming service. Which of the following is data that would be useful for Juan's marketing decision making? a. Market share data for his company during the past year b.Sales volume data for the dog grooming industry c.Demographic data for local dog owners d.Strengths and weaknesses of local veterinarian offices

c. demographic data for local dog owners

Which of the following is most likely to have an in-house marketing research department? a. A local, small business b.A school c. A successful local politician d.A regional manufacturing corporation

d. a regional manufacturing corporation

Marketing research can be used by companies to do which of the following? a. Determine customer attitudes and preferences b. Determine market size and growth potential c. Understand how the company is perceived by public d. All of the above

d. all the above

When developing a survey questionnaire, the researcher must make sure that the questionnaire is free of aLeading questions b.Biased questions c.Double barrel questions d.All of the above

d.all the above

The first step in any marketing research project is to

define the problem

Which of the following research methods is an appropriate way to gather marketing information when quick responsiveness and low costs are important issues? a.Face-to-face interviews b.test marketing c.Internet survey d. Field experiment

internet survey

What are some examples of primary research?

interview, survey, focus groups

The most reliable source of fresh customer insight is

marketing information

Involves the process and methods used to gather information, analyze it, and report findings related to marketing goods and services.

marketing research