Introduction to Strategic Marketing Quiz

Questions and Answers

Which of the following is NOT a primary information collection method in market research?

Focus groups

Projective techniques

Demand analysis (correct)

Behavioral Data

What is the first step in the market research process?

Plan the sampling

Analysis

Identify and formulate the problem (correct)

Data collection

Which quantitative research method focuses on obtaining measurable data through specific questions?

In-depth interviews

Experimentation

Focus groups

Surveys (correct)

In the context of market strategies, what is the primary focus of neuromarketing?

<p>Understanding consumer subconscious actions</p> Signup and view all the answers

Which of the following best describes the purpose of qualitative research techniques like focus groups?

<p>To gather detailed insights and subjective opinions</p> Signup and view all the answers

Study Notes

Introduction to Strategic Marketing

Review of previous session topics includes quantitative research methods.
Quiz on qualitative and quantitative research techniques available on CANVAS.

Market Research Process

Involves several stages: identifying problems, planning research design, collecting data, analyzing, and preparing reports.
Essential components include preparing for research, data collection, and analysis phases.

Quantitative Research and Surveys

Surveys are a crucial method used in quantitative research.
Structure of a survey includes: warm-up, demographic questions, research-related questions, and closing questions.

Sampling Techniques

Two main sampling categories: probabilistic and non-probabilistic.
Common probabilistic methods: simple random, stratified, systematic, cluster.
Common non-probabilistic methods: convenience, judgmental, quota, and snowball.

Types of Survey Questions

Common question types: open-ended, dichotomous, multiple choice, hierarchy/order, Likert scale.
Likert scale values typically range from 1 (completely agree) to 5 (completely disagree).

Analysis and Data Presentation

Key aspects include declaring research objectives, explaining research design, summarizing findings, and making conclusions.
Analyze data descriptively to facilitate understanding of historical data and identify trends.

Qualtrics Survey Tool

Qualtrics aids in conducting both qualitative and quantitative research.
Utilizes digital questionnaires to determine market strategies and analyze customer needs.

Closing Remarks

Next class includes Task #3, focusing on practical application of learned concepts.
Emphasis on the importance of descriptive analysis to provide an overview of data, aiding in the formulation of future research questions.

Description

Test your knowledge of qualitative and quantitative research techniques in strategic marketing. This quiz covers various aspects of the market research process, sampling techniques, and types of survey questions. Dive into the essentials needed for effective research planning and data collection.