31 Questions
What is marketing research?
The collection of data relevant to a specific marketing situation
Which step comes first in the marketing research process?
Define the problem
What are secondary data in marketing research?
Data that were collected for another purpose and already exist somewhere
How do marketers collect primary data?
Through observation, focus groups, surveys, behavioral data, and experiments
What are the main research instruments used to collect primary data?
Questionnaires and qualitative measures only
What does a questionnaire consist of?
A set of questions presented to respondents
Which type of question allows respondents to answer in their own words and often reveals more about how people think?
Open-end question
In qualitative research, what do relatively unstructured measurement approaches permit?
A range of possible responses
What is the main purpose of focus groups in marketing research?
To discern consumers' real motivations and behaviors
What type of research technique involves gathering data by observing relevant actors and settings unobtrusively?
Observation
What is the most scientifically valid research technique designed to capture cause-and-effect relationships?
Experimentation
What is the main purpose of a questionnaire in research?
To collect structured and semi-structured data
Which question type aims at collecting data relevant to a problem using a set of structured and semi-structured questions?
Questionnaire
Which instrument is by far the most common used to collect primary data?
Questionnaires
In experimentation, what is the purpose of capturing cause-and-effect relationships?
To eliminate competing explanations of the observed findings
Which step in the marketing research process involves specifying decision alternatives and stating research objectives?
Step 1: Define the Problem
What are secondary data in marketing research?
Data that were collected for another purpose and already exist somewhere
What is the main purpose of focus groups in marketing research?
To explore people's attitudes and perceptions towards a product or service
Which research instrument consists of a set of questions presented to respondents?
Questionnaires
Which type of question allows respondents to answer in their own words and often reveals more about how people think?
Open-ended questions
In marketing research, what type of data are gathered through observation, focus groups, surveys, behavioral data, and experiments?
Primary data
Which type of question allows respondents to answer in their own words and often reveals more about how people think?
Open-end question
What is the main purpose of focus groups in marketing research?
To discern consumers’ real motivations and why they say and do certain things
What are the main research instruments used to collect primary data?
Questionnaires
What type of research technique involves gathering data by observing relevant actors and settings unobtrusively?
Observation
Which step comes first in the marketing research process?
Problem definition
Which instrument is by far the most common used to collect primary data?
Questionnaires
In qualitative research, what do relatively unstructured measurement approaches permit?
A range of possible responses
What is the most scientifically valid research technique designed to capture cause-and-effect relationships?
Experimentation
What is marketing research?
Assessing people’s knowledge, beliefs, preferences, and satisfaction
What does a questionnaire consist of?
All of the above
Test your knowledge of marketing research and demand forecasting in marketing management. Learn about the systematic design, collection, analysis, and reporting of data, as well as the process of forecasting demand.
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