MKTG 305 CH 8

__________ ____________ is The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.
Marketing Research
What are the five steps in the marketing research process?
1. Define the Problem
2. Develop the research plan
3. Collect relevant information
4. Deliver the final report
5. Take marketing actions
There are two types of secondary data. Which one includes budgets, financial statements, and sales data?
Internal Data
There are two types of secondary data. Which one could include a US Census report, periodicals, or internet reports?
External Data
Define Secondary data.
are facts and figures that have already been recorded before the project at hand.
Define Primary data.
are facts and figures that are newly collected for the project. Can include observational data, questionnaires, or data mining.
________ of _________ are criteria or standards used in evaluating proposed solutions to a problem.
Measures of Success
When following the five-step marketing research approach, developing the research plan is the __________ step.
A. First
B. Second
C. Third
B. Second
In a marketing decision, __________ are likely to be restrictions on the time and money available to solve the problem.
A. limitations
B. risks
C. constraints
C. constraints
Asking the firm’s salespeople to estimate sales during a coming period is referred to as:
A. a salesforce survey forecast.
B. trend extrapolation.
C. in-house forecasting.
A. a salesforce survey forecast.
Determining how to collect data, including selecting the appropriate methods, is done during which step of the research process?
A. Develop findings and recommendations
B. Develop the research plan
C. Take marketing actions
B. Develop the research plan
An advantage of using a panel for marketing research is:
A. there will usually be one panel member who dominates the discussion to help keep the conversation focused.
B. the discussion leader can help change negative panel responses into positive ones.
C. researchers can take successive measurements of consumers to determine if they change their purchasing behaviors over time.
C. researchers can take successive measurements of consumers to determine if they change their purchasing behaviors over time.