Market Research Essentials Ch. 1 Quiz
True or False: Primary data can be either quantitative or qualitative.
False
True or False: Secondary research is typically conducted before primary research.
False
Who conducts market research?
On-staff research experts
True or False: If the cost of the research effort exceeds the estimated benefit of the decision, research is most likely warranted.
True
Demographics are ______.
attitudes and behaviors of the target consumer
Secondary research is ______.
external research
Primary research is ______.
internal research
Which of the following is not an advantage to hiring an external research consultancy versus conducting research in-house?
may have access to comparative data
Secondary research is typically ______ and ______ compared to primary research.
more accurate; includes a more robust sample size
Psychographics are ______.
the voice of the customer
