Question 1

Marketing research is a process designed to gather information:

Accepted Answer

Marketing research is conducted to gather information that is not currently available to decision makers. This information can help businesses make informed decisions about important aspects of their operations, including product development, pricing, and promotion strategies. The research can involve collecting data from a variety of sources, such as surveys, focus groups, and secondary research, to gain insights into consumer behavior, preferences, and trends.

Question 2

Problem location and definition is the first step towards finding a solution to a marketing problem or launching a research study.The first sign of a problem:

Accepted Answer

The first sign of a problem is typically a departure from some normal function, such as a failure to attain objectives. This can be identified through analysis of performance metrics or other data that indicate a deviation from expected outcomes. Other options may also be sources of information, but E is the best choice for the described situation.

Question 3

How can companies use information technology as a competitive advantage?

Accepted Answer

no answer

Question 4

Pointing out any deficiencies and the possible reasons for them should be done in the __________ step of the marketing research process.

Accepted Answer

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Question 5

What is the purpose of marketing research?

Accepted Answer

The answer of What is the purpose of marketing research?...

Question 6

Compare reliability and validity.Why are they important considerations in marketing research?

Accepted Answer

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Question 7

The real value of marketing research to the organisation can best be measured by:

Accepted Answer

The real value of marketing research lies in its ability to provide accurate information and insights that enable better decision making by the organization. Ultimately, this should lead to improved performance, including increased sales volume or market share. However, the impact on profits may not be immediate or directly attributable to the research, and the amount of time spent on the research or the cost of conducting it may not accurately reflect its true value. Therefore, improvement in the decision-making ability is the best measure of the real value of marketing research to the organization.

Question 8

Beck is puzzled by the recent decrease in sales at one of the Auto Barn locations for which she is the regional manager.She knows the best way to approach this problem and obtain accurate information is to use:

Accepted Answer

The marketing research process is the most systematic and objective way to gather data to diagnose the problem and identify potential solutions. This process involves defining the problem, developing a research plan, collecting data, analyzing data, and presenting the findings. It is a structured approach that helps ensure the accuracy and reliability of the information gathered, and allows for informed decision making based on the data collected. Therefore, the marketing research process is the best choice for Beck to use to obtain accurate information about the decrease in sales at the Auto Barn location.

Question 9

David was given the task of conducting a research project for his firm and proceeds with the following steps.He asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results and gives that report to his boss.Which step of the marketing research process has David omitted?

Accepted Answer

David has omitted the step of analyzing the data, which is crucial to interpret the survey results before writing the report.

Question 10

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

Accepted Answer

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Question 11

Why is ethics an important consideration in marketing research?

Accepted Answer

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Question 12

Marketing research is best defined as:

Accepted Answer

Marketing research involves a systematic approach to gathering data and analyzing it to help marketers solve specific problems or take advantage of opportunities. It is not just a framework for managing information, nor is it solely based on intuition or secondary sources.

Question 13

Briefly discuss the marketing research process.

Accepted Answer

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Question 14

An informed guess or assumption about a certain problem or set of circumstances is known as:

Accepted Answer

An informed guess or assumption about a certain problem or set of circumstances is known as a hypothesis.

Question 15

Decreasing sales, increasing expenses or decreasing profits:

Accepted Answer

Symptoms like decreasing sales, increasing expenses, or decreasing profits often indicate underlying issues within a business or market, which marketing research aims to identify and understand.

Question 16

Why would a personal interview be favoured over a mail or telephone survey?

Accepted Answer

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Question 17

Explain the conditions that would favour an exploratory study over an experimental study.

Accepted Answer

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Question 18

The first step in the marketing research process is:

Accepted Answer

The first step in the marketing research process is determining the scope, which involves identifying the problem or opportunity that needs to be addressed through research.

Question 19

Compare the advantages and disadvantages of the four ways to collect a sample.

Accepted Answer

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Question 20

The use of marketing research is:

Accepted Answer

Marketing research is a widely used tool in businesses of all sizes, including non-profit organizations. It helps organizations to understand their target market, customers’ needs, and preferences, which can support their decision-making processes. While the federal government may regulate certain aspects of marketing research, it is not controlled by them. Also, state trade agencies do not monitor marketing research practices. Therefore, option D is the best answer as it correctly describes the widespread use of marketing research in businesses and non-profit organizations.

Quiz 4: Marketing Research and Information Systems