Question 1

Provide three reasons that a company may decide that marketing research is not appropriate.

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Question 2

Briefly compare and contrast the three general categories of research design.

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Question 3

Describe the five steps of the basic marketing research process.

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Question 4

Explain why exploratory research, descriptive research, or explanatory research would be the best method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

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Question 5

When you glean information from your company's accounting and sales records stored in the company's computer system, you are drawing upon internal data.

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Internal data refers to information obtained from within the organization, such as accounting and sales records stored in the company's computer system.

Question 6

What is the difference between a sample and a census?

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Question 7

Identify the three decisions a researcher must make when creating a sample plan.

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Question 8

You want to determine whether no-smoking policies have affected employee morale in the United States in the past two decades. Are any secondary data likely available? Why?

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Question 9

Explain the purpose of developing consumer insights and provide three examples of questions that could be addressed by consumer insights.

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Question 10

You have decided to run for a local political office. You want to hand-deliver campaign materials in person to the homes of voters. Explain how marketing research plays a role in this scenario.

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Question 11

Why might a marketer be concerned that marketing research conducted online would not yield results representative of the general population?

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Question 12

Explain why open-ended questions might be most appropriate for exploratory research.

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Question 13

Briefly explain why marketers find insights more useful than information.

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Question 14

Briefly identify and explain the two primary elements of a measurement plan.

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Question 15

Gerald is answering questions about his age, level of education, and ethnicity on a questionnaire. These are all warm-up questions.

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These questions are not considered warm-up questions; they are demographic questions that help researchers understand the background and characteristics of their participants.

Question 16

Briefly compare the two different types of research.

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Question 17

After conducting formal marketing research for your department, you make an oral presentation with notes to management. You are following the normal order of steps in the marketing research process.

Accepted Answer

The normal order of steps in the marketing research process typically concludes with the reporting of findings, which can be in various forms including a written report, rather than just an oral presentation with notes.

Question 18

Identify and briefly describe the four primary elements of a marketing information system.

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Question 19

What is the purpose of marketing research?

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Question 20

Provide the advantages/benefits of the telephone, mail, and online data-collection options for conducting quantitative research.

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Quiz 8: Consumer Insight