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Marketing Research Overview
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Marketing Research Overview

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Questions and Answers

What distinguishes primary research from secondary research?

  • Primary research only includes qualitative methods.
  • Primary research uses existing data while secondary research collects new data.
  • Primary research focuses on a specific hypothesis while secondary research uses data for different purposes. (correct)
  • Primary research is less time consuming than secondary research.

    • Which of the following is NOT a design used to collect primary data?

  • Causal research
  • Exploratory research
  • Descriptive research
  • Historical analysis (correct)

    • Which of the following is a potential disadvantage of primary research?

  • It can directly address specific research questions.
  • Data collected may not be relevant to the hypothesis.
  • It may require significant time and resources. (correct)
  • It relies on data that is already available.

    • What type of primary research involves collecting data through direct observation?

    <p>Exploratory research</p> Signup and view all the answers

    What is the primary aim of secondary research?

    <p>To make inferences from existing data pertaining to a hypothesis.</p> Signup and view all the answers

    Which of the following accurately describes an example of secondary research regarding Tesla cars?

    <p>Analyzing sales data from previous years to infer danger perceptions.</p> Signup and view all the answers

    What limitation does primary research face compared to secondary research?

    <p>Data collection requires more time and resources.</p> Signup and view all the answers

    If a marketer refers to a previously conducted survey about Tesla cars from a different research effort, this is an example of which type of research?

    <p>Secondary research</p> Signup and view all the answers

    What is a primary advantage of secondary research?

    <p>It is relatively cheaper and faster to conduct.</p> Signup and view all the answers

    Which of the following is an example of external data?

    <p>US Census data</p> Signup and view all the answers

    Why might secondary research not always provide the information desired?

    <p>The existing data may not address the specific research question.</p> Signup and view all the answers

    What type of research is based on data collected for a specific hypothesis?

    <p>Primary research</p> Signup and view all the answers

    What is one of the primary disadvantages of primary research?

    <p>It is typically more expensive and labor-intensive.</p> Signup and view all the answers

    Which method can be used to enhance the reliability of research findings?

    <p>Replicating the original research</p> Signup and view all the answers

    What does the term 'triangulation' in research refer to?

    <p>Using multiple methods to collect data for better accuracy.</p> Signup and view all the answers

    Which of the following statements about secondary research is false?

    <p>It guarantees complete accuracy in findings.</p> Signup and view all the answers

    What does reliability in marketing research primarily refer to?

    <p>The consistency of a result under similar conditions</p> Signup and view all the answers

    Which method is NOT mentioned as a way to improve the limitations of marketing research?

    <p>Peer review</p> Signup and view all the answers

    What is the consequence of relying solely on reliability in marketing research?

    <p>Results may not be dependable</p> Signup and view all the answers

    In the context of marketing research, what does validity imply?

    <p>The measure accurately captures the intended concept</p> Signup and view all the answers

    Which example best illustrates a lack of reliability in measurement?

    <p>A thermostat that gives varying temperature readings</p> Signup and view all the answers

    What does triangulation refer to in marketing research?

    <p>The use of multiple data sources to analyze a problem</p> Signup and view all the answers

    Which statement best illustrates the concept of reproducibility in marketing research?

    <p>Different researchers achieve the same conclusions using identical methods</p> Signup and view all the answers

    Which of the following is a characteristic of marketing as a science?

    <p>It utilizes systematic investigation to gather empirical evidence</p> Signup and view all the answers

    What is the primary purpose of reliability in scientific research?

    <p>To ensure results are consistently repeatable</p> Signup and view all the answers

    Which of the following statements best describes validity in scientific measures?

    <p>Validity refers to the extent of accuracy in results.</p> Signup and view all the answers

    How does triangulation improve scientific research?

    <p>By drawing conclusions from diverse research methods</p> Signup and view all the answers

    What does replication in scientific research refer to?

    <p>Conducting the same procedures repeatedly</p> Signup and view all the answers

    Why is reproducibility important in scientific research?

    <p>It allows verification of data by others</p> Signup and view all the answers

    Which aspect is NOT a key component of both reliability and validity?

    <p>Empirical evidence for conclusions</p> Signup and view all the answers

    What best defines a reliable measure in the context of scientific research?

    <p>It produces consistent results over repeated trials</p> Signup and view all the answers

    Which practice supports both reliability and validity in scientific research?

    <p>Triangulation of data sources</p> Signup and view all the answers

    Study Notes

    Marketing Research

    • Marketing research is a scientific process that uses data to understand consumers and the market.
    • Marketing research aims to overcome its limitations by drawing conclusions based on reliable and valid information, triangulation, replication, and reproducibility.

    Primary Research

    • Primary research is based on primary data collected specifically for a particular hypothesis.
    • Primary research is time-consuming, expensive, and effortful but offers specific insights directly related to the research question.

    Secondary Research

    • Secondary research is based on secondary data collected for a different purpose than the current research question.
    • Secondary research is comparatively cheaper, faster, and less effortful but may not provide the desired information.

    Reliability and Validity

    • Reliability refers to the consistency of a result or measure.
    • Validity refers to the accuracy of a result or measure.
    • Both reliability and validity are crucial in marketing research, ensuring results are consistent and accurate.

    Triangulation

    • Triangulation involves using multiple research methods to gather data from different sources.
    • Multiple research methods provide a more comprehensive understanding of the research question.
    • Triangulation includes descriptive, exploratory, and causal methods.

    Replication

    • Replication refers to repeating the same research procedures to confirm the original findings.
    • Replication helps improve the reliability of research findings by reducing the likelihood of errors or biases.

    Reproducibility

    • Reproducibility refers to the ability to repeat a research study using the same data and methods to obtain the same results.
    • Reproducibility ensures transparency and allows for independent verification of research findings.

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    Related Documents

    Foundations II.pdf

    Description

    This quiz covers key concepts in marketing research, including primary and secondary research methods. It discusses the importance of reliability and validity in research findings, providing insights into consumer behavior and market analysis. Test your knowledge on these fundamental topics.

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