Marketing Research Methods Quiz

The process of gathering, analyzing, and using information about customers and the market to make informed marketing decisions.

A system that helps marketers collect, analyze, and distribute marketing-related information. It serves internal and external information needs.

The insights gained from marketing information, providing a deep understanding of customers and the marketplace. It's the foundation for building customer value, engagement, and relationships.

The process of identifying and understanding the information needs of marketing managers, internal stakeholders, and external partners.

The process of collecting, analyzing, and distributing the necessary information to support marketing decisions.

Internal databases are collections of consumer and market information gathered from within the company's network.

Internal databases are readily accessible and often more cost-effective than external sources because the data already exists within the company.

Internal databases might have incomplete data, data from different systems might not be integrated, and data might need cleaning and validation before it can be used effectively.

The systematic process of gathering, analyzing, and using publicly available information about customers, competitors, and market trends. It helps businesses understand their competitive landscape and make informed decisions.

The systematic process of designing, collecting, analyzing, and reporting data relevant to specific marketing challenges facing an organization.

A type of marketing research used to gather preliminary information that helps define the problem and suggest hypotheses. It's like exploring a new territory before making a decision.

A type of marketing research used to describe things such as the market potential for a product or the demographics and attitudes of consumers. It helps answer "who", "what", and "how many" questions.

A type of marketing research used to test hypotheses about cause-and-effect relationships. It helps answer "if we do this, what will happen?" questions.

A detailed plan that outlines the sources of existing data and specifies the research approaches, contact methods, sampling plans, and instruments to be used for gathering new data.

Information that already exists somewhere and has been collected for another purpose. It can be found in commercial online databases, internet search engines, and government publications.

Data that is collected specifically for the current research project. It can be gathered through surveys, interviews, experiments, and observations.

Secondary data is often more accessible and cheaper to obtain than primary data. This is because it's already been collected and organized.

Secondary data may not always be complete, accurate, up-to-date, or impartial. Therefore, careful evaluation is critical before using it.

This research method involves watching and interacting with consumers in their natural environment. It is often used to understand consumer behavior, habits, and preferences.

A research method for gathering primary data by asking people questions about their thoughts, opinions, buying behavior, and knowledge. This is the most common method for gathering primary data.

A type of primary data research that involves observing relevant people, actions, and situations. It helps in understanding consumer behaviors, market trends, and competitor activities.

This type of research involves gathering data through direct investigation, like interviews, surveys, or experiments. Data is collected directly from the source, and often tailored to specific needs and interests.

This is a research approach where researchers intentionally manipulate specific variables to observe the effects on another variable. It is often used to test hypotheses and explore cause-and-effect relationships.

Survey research is flexible and can be used to collect information in many different situations, using different methods like phone, mail, online, or in-person.

Respondents sometimes struggle to recall details about their past behavior or to express their thoughts on a certain topic.

People might be hesitant to answer questions from unknown interviewers or share information about personal matters.

Respondents might feel pressured to provide answers even if they lack knowledge or understanding, aiming to appear intelligent or informed.

Experimental research is best suited for understanding causal relationships, helping you determine if a particular factor leads to a specific outcome.

Observation is best suited for exploring an issue, providing insights into behaviors and patterns without direct interaction.

A research method where interviewers ask questions to respondents in person, either individually or in groups.

A type of personal interviewing where small groups of people discuss a product or service with a trained moderator.

A research method that leverages online platforms and technologies for data collection and analysis, including surveys, focus groups, and social media monitoring.

A technique that utilizes data gathered from online browsing history, search queries, and website activity to tailor advertisements and marketing messages to specific consumers.

A technique that utilizes data from social networking sites, including connections, conversations, and online interactions, to target advertisements and marketing messages to specific groups.

A key advantage of personal interviews, allowing interviewers to adapt questions and explore responses in more depth, providing a richer understanding of consumer perspectives.

A limitation of focus group studies arising from the use of small samples to ensure cost-effectiveness, which can make it difficult to generalize the findings to a wider population.

A significant advantage of online marketing research, enabling faster data collection and analysis at lower costs compared to traditional methods.

A subset of the population chosen to represent the entire group in marketing research. It should accurately reflect the characteristics of the larger population.

The specific individuals or units being studied in a sample. For example, in a survey, the sampling unit might be individual consumers.

The number of individuals or units included in a sample. Determining the right sample size ensures the results are statistically significant and representative of the population.

The methods used to select individuals or units for a sample. There are various methods like random sampling, stratified sampling, and convenience sampling.

A structured set of questions used to gather information from respondents. Questionnaires can be administered in various ways: in person, by phone, email, or online.

Questions that offer a limited set of predefined answers, requiring respondents to choose from those options. Example: 'Which brand of coffee do you prefer?', with a list of brands to choose from.

Questions that allow respondents to provide their own answers in their own words. Example: 'What do you like most and least about this product?'

Instruments used to monitor and track consumer behavior. Examples include eye-tracking devices, brainwave scanners (neuromarketing), and online tracking software.