25 Questions
Which step in the marketing research process involves planning the research design and gathering secondary data?
Step 2
What is the purpose of exploratory research design?
To identify and formulate the problem or opportunity
Which type of data is already in existence and can be used in marketing research?
Secondary data
What is the key factor in ensuring the integrity of marketing research results?
The problem or opportunity being studied
Which step in the marketing research process involves conducting research to identify the target market?
Step 4
What type of market research is conducted to identify a gap in the market for environmentally-conscious consumers who prefer green cleaning solutions?
Exploratory research
Which tool can be used to gather secondary data for marketing research?
Google Analytics
Which type of sample must be representative of the population?
Probability sample
What is the most effective method for collecting primary data?
Surveys
What are the three types of questions used in surveys?
Open-ended, close-ended, scaled-response
What is the step in the marketing research process where data is analyzed?
Step 5: Analyze the data
What is the purpose of data visualization in marketing research?
To bring patterns to light
What is the term used to describe the process of analyzing big data?
Data mining
What is the purpose of a data warehouse in marketing research?
To organize structured but flexible data
When should marketing research or marketing analytics be used?
When making informed decisions
The marketing research process involves planning, collecting, and analyzing data relevant to marketing decisions.
True
The integrity of the output (results) in the marketing research process is dependent on the integrity of the input (the problem or opportunity).
True
Exploratory research design is used to determine which research questions will be answered, how and when data will be gathered, and how the data will be analyzed.
False
Secondary data in marketing research refers to data that already exists, both internal and external to the company.
True
In the marketing research process, the sampling procedure is specified in Step 3.
True
True or false: The sample in marketing research must always be representative of the population.
False
True or false: Surveys, interviews, focus groups, and customer observation are the most effective methods for collecting primary data.
True
True or false: All surveys require a questionnaire.
True
True or false: Data visualization is a tool used to bring patterns to light and explain the findings of marketing research.
True
True or false: Big data is considered disruptive to market research, but there is still room for both.
True
Test your knowledge of marketing research and marketing analytics with this quiz! Learn about the process of planning, collecting, and analyzing data relevant to marketing decisions, as well as how to use data to optimize your marketing strategies. Put your skills to the test and see how well you understand the marketing research process.
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