marketing test
When developing a sampling plan for a marketing-research project, a business must first determine
The size of the group it intends to survey
Marketing research can be used by companies to do which of the following?
Understand how the public perceives the company, Determine customer attitudes & preferences, Determiner market size and growth potential
A questionnaire has __________________ when the questions are asked to measure what was intended to be measured.
Validity
Which of the following questions does a well-written marketing research brief answer?
What is the purpose of the research?
Marketing research can help companies decide
What price to sell products, Who is the target for the products
Secondary research is very cost-effective for marketers because the data
already exsists
If a consumer forgets to answer a question on a survey, the researcher should choose an answer and fill it in for them
false
Marketing research should only be conducted once a year at a time predetermined by the company or business.
false
The most frequently used primary research method is
survey
A primary research technique in which information is gathered through questionnaires
survey method
It is important to leave the opinions and biases of the researcher out of the research project.
true
When developing a survey questionnaire, the researcher must make sure that the questionnaire is free of
Double barrel questions, Leading questions, Biased questions
When a researcher observes the results of changing one or more marketing variables while keeping others constant
Experimental Method
These types of questions ask respondents to choose answers from a list of possibilities on a questionnaire
Forced-choice
Which of the following situations indicates that a marketer should conduct marketing research to resolve a problem:
Losing Market Share
Which marketing function can help businesses predict how much will be sold in a given period?
Marketing Information Management
Which of the following is a primary advantage of conducting a focus group to obtain marketing information?
Relevance of the discussion
__________________ exists when a research technique produces nearly identical results in repeated trials.
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
Simple words without jargon
A primary advantage of using internal databases to store marketing information is the ability to
Sort & classify different types of customer info very quickly
these types of questions allow reposdants to conduct their own answer/responce
open-ended
Which of the following will likely have an in-house marketing research department?
A regional manufacturing corporation
Which of the following is essential to all marketing research?
Accuracy
The first step in any marketing research project is to
Define the problem
The process of compiling, analyzing, and interpreting the results of primary and secondary data collections
Data Analysis
A business conducts marketing research when it needs to solve a problem or when it wants to
Identify a new market opportunity
Which research method is appropriate to gather info when quick responsiveness and low costs are important issues
Internet Survey
A primary research technique in which the actions are watched and recorded by either cameras or observers.
Observation Method
Which of the following would NOT be considered a primary research method?
Online Research from other studies
Data obtained for the first time and used specifically for the particular problem or issue being studied is known as
Primary Data
Marketing research objectives are intended to explain the research
Problem
The most reliable source of fresh customer insight is
marketing information
The process and methods used to gather information, analyze it, and report findings to marketing goods and services
marketing research
