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Questions and Answers
What is the primary purpose of marketing research?
What is the primary purpose of marketing research?
- To provide inaccurate information for marketing decisions
- To understand consumers and markets (correct)
- To support decision making for only one marketing mix variable
- To conduct research projects exclusively internally
Who can conduct marketing research projects?
Who can conduct marketing research projects?
- Only independent marketing research firms
- Only facilitating marketing research firms
- Only internal research teams
- Both internal and external teams (correct)
What are some ethical issues in marketing research?
What are some ethical issues in marketing research?
- Only for the research information user
- Only for the research provider
- Only for the respondents
- For all of the above (correct)
How will technological and global changes affect marketing research in the future?
How will technological and global changes affect marketing research in the future?
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What are some necessary skills for adapting to changes in marketing research?
What are some necessary skills for adapting to changes in marketing research?
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Study Notes
- Marketing research provides accurate, relevant, and timely information for marketing decisions.
- It helps organizations understand consumers and markets.
- Marketing research studies support decision making for all marketing mix variables.
- Research projects can be conducted internally or externally by independent or facilitating marketing research firms.
- Ethical issues in marketing research occur for the research information user, provider, and respondents.
- Technological and global changes will affect how marketing research is conducted in the future.
- Necessary skills for adapting to changes include understanding and interpreting secondary data, presentation skills, foreign-language competency, negotiation skills, and information technology proficiency.
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