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Food Marketing and Consumer Behaviour - Market Research Chapter 3 Quiz

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Questions and Answers

What are the 7 O's of consumer behaviour/research?

Occupants, Objects, Objectives, Organisations, Operations, Occasions, Outlets

According to Philip Kotler, how does he define Market(ing) Research?

Market(ing) Research is 'the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company'.

What are the suppliers of Market(ing) Research mentioned in the text?

Market(ing) research firms, Company owned research department, Universities, students, professors

What are the 5 steps of the Marketing Research Process?

Problem and objectives, Develop research plan, Collect the information, Analysis, Presentation Signup and view all the answers

What are the components of the Marketing Information System?

Inputs- extrernal and internal information sources Processing- classifying stroing indexing retrieving, Outputs- information for marketing decision making Signup and view all the answers

What does the Marketing Information System combine?

Marketing research and the marketing information system Signup and view all the answers

What does Market(ing) Research focus on?

Focused study of a specific problem or opportunity Signup and view all the answers

What are the 3 types of research projects mentioned in the text?

Exploratory, Descriptive, Causal Signup and view all the answers

What are the two main data sources mentioned in the text?

Secondary data, Primary data Signup and view all the answers

What are the two categories of research approach mentioned in the text?

Structured, Not structured Signup and view all the answers

Name two examples of research instruments mentioned in the text.

Questionnaire, Mechanical instruments Signup and view all the answers

What are the two types of sampling mentioned in the text?

Non-probability sampling, Probability sampling Signup and view all the answers

What are the four measurement scales mentioned in the text?

Nominal, Ordinal, Interval, Ratio Signup and view all the answers

What specific attitude measurement scale is mentioned as having poles with opposite meanings in the text?

Semantic differential Signup and view all the answers

What is the last step in the research process mentioned in the text?

Present the findings Signup and view all the answers