Seek and Find

Which of the following is a true statement about the steps in the marketing-research process:

The steps in marketing research must follow a certain order, and none can be eliminated.

Why do businesses use exploratory research?

To define the reason for the research

How could a business use marketing-research data it has gathered about the average age, income, educational level, and spending patterns of area consumers?

To develop a profile of the typical customer

Which of the following is the most important reason for creating a written plan for a marketing-research project:

To keep the project on track

A business owner marked down a line of products in order to sell them, but customers still didn't buy them. Marketing research might have been used in this situation to protect the business from

financial loss.

An example of an internal source of marketing-research data is

financial statements.

Predictive research is used by businesses when they need to

forecast future business developments

A business with its own marketing-research department is most likely to use outside marketing research when

the business needs more research than the department can handle.

An advantage of using primary data in a marketing-research project is that they are

usually more up to date than secondary data.

The observation method of collecting marketing-research data involves

watching what customers do.

Why is it important for marketing research to be objective?

So that the data gathered are not influenced by researchers' opinions

Which of the following is the most popular data-collection method:

Survey

Which of the following is an example of an experimental study:

Test marketing a product

Which of the following is most likely to affect the amount of data that will be collected in a marketing-research project:

The method of data analysis to be used

Which of the following is essential to all marketing research:

Accuracy

Which of the following is the most significant reason why marketing research is important to businesses:

It contributes to business success.

Is marketing research used just by large businesses?

No, it is used by businesses and organizations of all sizes.

An advantage of using secondary data in a marketing-research project is that they are

less expensive to collect than primary data.

When all of the data in a marketing-research project have been collected and analyzed, the next step for the researcher is to

make recommendations based on the findings.

Descriptive research is a type of marketing research that is used by businesses when they need to

obtain specific data related to the business's situation.