16 Questions
What is marketing research?
The process of planning, collecting, and analyzing data relevant to marketing decisions
What is the first step in the marketing research process?
Identify and formulate the problem or opportunity
What is the impact of bad market research data?
Garbage in, garbage out - the integrity of the output is dependent on the integrity of the input
What is marketing analytics?
Use of data to optimize marketing decisions
What are the sources of secondary data mentioned in the text?
Internal company data, Statistics Canada, CRTC, Vanier Institute for the Family
What are the characteristics of survey data as mentioned in the text?
Questionnaire design with open-ended, close-ended, and scaled-response questions
Which methods are mentioned as qualitative data collection methods in the text?
Depth interviews, focus groups, one-to-one discussions
What is the impact of technology on marketing research as mentioned in the text?
Uses of the internet, social media marketing research, big data, data visualization
Which step involves specifying the sampling procedure and acknowledging potential errors?
Step 3
What are the primary data collection methods mentioned in the text?
Observational research, ethnographic research, experiments
Which step involves preparing and presenting a clear, concise report with major findings, conclusions, and recommendations?
Step 6
Which target market is mentioned in the text?
Middle-class families inclined towards eco-friendly products
Which free tool is mentioned for research in the text?
Google Analytics
What is the final step in the marketing research process according to the text?
Provide follow-up support to internal and external research clients
What are the examples of primary data collection methods mentioned in the text?
Surveys, interviews, focus groups, customer observation
Which of the following is not mentioned as an impact of technology on marketing research in the text?
Telemarketing
Study Notes
Marketing Research Process and Technology Impact
- Target market: middle-class families inclined towards eco-friendly products
- Step 2: Plan research design, gather secondary data (exploratory or conclusive research design)
- Free tools for research: Google Analytics
- Sources of secondary data: company's internal data, external sources like Statistics Canada, CRTC, Vanier Institute for the Family, Environics Research Group, MRIA, and CIM
- Step 3: Specify sampling procedure, acknowledge potential errors
- Step 4: Collect primary data through surveys, interviews, focus groups, and customer observation
- Qualitative data collection methods: depth interviews, focus groups, one-to-one discussions
- Characteristics of survey data: questionnaire design with open-ended, close-ended, and scaled-response questions
- Primary data collection methods: observational research, ethnographic research, experiments
- Step 5: Analyze the data and draw conclusions
- Step 6: Prepare and present a clear, concise report with major findings, conclusions, and recommendations
- Step 7: Provide follow-up support to internal and external research clients
- Impact of technology on marketing research: uses of the internet, social media marketing research, big data, data visualization, marketing analytics and strategy, data collection ethics
Test your knowledge of the marketing research process and its technological impact with this quiz. Learn about gathering secondary data, sampling procedures, primary data collection methods, and the influence of technology on marketing research.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
