Deck 3: Marketing Research Strategies: Collecting and Analyzing Input for Decision-Making

Question 1

Which of the following are categories of marketing research?

A) Market
B) Consumer
C) IMC
D) Product
E) All of the above

Answer 1

E

Question 2

Which of these sources of information are secondary research?

A) Industry associations
B) Government publications
C) Syndicated reports
D) Only a and c
E) All of above

Answer 2

E

Question 3

Which of the following are not primary research information sources?

A) Focus groups
B) Projective technique
C) Magazine articles
D) Social media listening
E) Advertising surveys

Answer 3

C

Question 4

Business to business research includes all of the following except:

A) Customers
B) Industry statistics
C) Store visits
D) Sales people
E) Competitors

Question 5

Which of the following are considered to be insight research?

A) Immersion experiences
B) Behavioral observations
C) Projective techniques
D) Focus groups
E) All of the above

Question 6

Most companies get their marketing research by conducting:

A) Secondary, then primary research
B) Primary, then secondary research
C) Secondary research only
D) Primary research only
E) None of the above

Question 7

Marketing research for Integrated Marketing Communication includes:

A) Competitive creative research
B) Competitive media research
C) Advertising prices and delivery data
D) All of the above
E) None of the above

Question 8

Which type of research is more valuable for an IMC manager: primary or secondary? Explain your answer.

Question 9

Select a primary research method and describe how it can be used to make decisions for creating advertising?

Question 10

How does social media listening help IMC managers design promotion programs?