Question 1

Describe the major contact methods used to collect information from respondents in market research.

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Question 2

List two benefits of using secondary data.

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Question 3

Why is it important for managers to define the problem and establish research objectives?

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Question 4

What are some of the limitations of observational research?

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Question 5

Briefly compare the different types of research approaches for gathering primary data.

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Question 6

What type of research would be the most useful to determine if a 20-percent decrease in price for a high-end sedan would result in an increase in purchases sufficient to offset the reduced price? Why?

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Question 7

Briefly explain why marketers need marketing research in addition to competitive marketing intelligence.

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Question 8

What is experimental research and when is it used?

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Question 9

The first question in a questionnaire should be intentionally difficult and complicated in order to weed out uninterested respondents.

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The first question in a questionnaire should be easy and straightforward so as to encourage respondents to continue answering the rest of the questions. A difficult and complicated first question may discourage and frustrate respondents, leading to a low response rate.

Question 10

How do primary data differ from secondary data?

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Question 11

Open-ended questions are especially useful in exploratory research.

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Open-ended questions allow for more in-depth and diverse responses, making them ideal for exploratory research where the goal is to gather as much information as possible.

Question 12

Identify three ways that companies can collect secondary data.

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Question 13

Jack owns an e-commerce Web site. What kind of a research method should he use in order to obtain valuable insights about the buying motives and behaviors of online shoppers?

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Question 14

A sample is a segment of the population selected for marketing research to represent the population as a whole.

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A sample is chosen to represent the larger population in marketing research. It is not necessary to study the entire population as it can be time-consuming and expensive. Therefore, a representative sample is chosen to draw conclusions about the whole population.

Question 15

What is observational research and when is it used?

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Question 16

Describe the three decisions involved in designing a sample.

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Question 17

What are the steps of the marketing research process? How do companies conduct research?

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Question 18

The most obvious advantages that Internet-based survey research offers over mail and personal interviewing approaches are high speed and low costs.

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Internet-based survey research can reach a large number of participants quickly and at a low cost compared to traditional mail and personal interviewing approaches.

Question 19

Neuromarketing involves measuring brain activity to learn how consumers feel and respond.

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Neuromarketing uses various techniques like EEG, fMRI and eye tracking to measure brain activity and understand consumer behavior and decision making.

Question 20

Compare and contrast closed-ended questions and open-ended questions for gathering data.

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Quiz 4: Managing Marketing Information to Gain Customer Insights