Chapter 5 - Marketing Research
Quiz
The first step of the market research process is:
- to search secondary data sources databases
- to meet the problem and determine how to solve it
- setting objectives through the problem recognition
- to undertake thorough problem recognition
- analyse information
How many people does a focus group usually consist of?
- Two to five
- Six to twelve
- Thirteen to seventeen
- Eighteen to twenty
- More than twenty
The survey method where a researcher can get the greatest quantity of information is:
- observation
- personal in-home
- telephone
- mail intercept
- direct/cold mailing
Which surveys are particularly effective in studies that require national samples?
- Direct/cold mailing
- Mail panel
- Telephone
- Personal in-home
- Mail intercept
A table of market share information that appears in The Financial Times is an example of:
- internal secondary data
- external secondary data
- internal primary data
- none of the above
All of the following are examples of probability samples EXCEPT:
- stratified samples
- cluster samples
- simple random samples
- convenience samples
When a survey of undergraduates selects a random sample of final year men and a random sample of final year women, this is an example of a:
- stratified sample
- convenience sample
- quota sample
- judgement sample
Once a firm has defined the research objectives researchers can begin:
- looking for government data that will provide the needed information
- exploratory research involving discussion of the problem with informed people
- totally changing the marketing mix
- deciding whether to experiment or conduct a survey
Information collected for the first time specifically for a marketing research study is called:
- secondary data
- primary data
- soft data
- experimental data
External secondary marketing research data can include:
- sales force activity reports compiled by the sales manager
- company sales and expense records from accounting
- information obtained from a syndicated research service
- product performance reviews made by the engineering department