The purpose of a market-tracking study is:
A) to determine if consumers switched brands from one time period to the next.
B) to measure some variable of interest, such as market share or unit sales over time.
C) to determine the relationship between several variables.
D) to search for and interpret existing information relevant to the research problem.
E) to keep up with changes competitors are making in their marketing mixes.

Question

Quizplus · Accepted Answer

The purpose of a market-tracking study is to measure some variable of interest, such as market share or unit sales over time. It is not focused on determining if consumers switched brands, determining the relationship between several variables or searching for and interpreting existing information relevant to the research problem. While keeping up with changes competitors are making in their marketing mixes may be a valuable element of a market-tracking study, it is not the primary purpose.

The Purpose of a Market-Tracking Study Is