Exam 1: Introduction to Marketing Research

A tracking study is an ongoing periodic survey of pre-recruited consumers who record their use of various products or services.

A(n) _____ determines how a market is segmented by product usage, demand, or customer profile.

Marketing research refers to procedures and techniques involved in the design, data collection, analysis, and presentation of information used in making marketing decisions.

Causal research is highly structured.

Strategic decisions are short run in scope and effect and are usually altered on a regular basis.

Marketing research includes which of the following procedures and techniques?

All of the following are forms of marketing research except

The starting point in a research project should be an attempt to clearly define the problem.

A(n) _____ analyzes the market demand for a new product, brand, or service.

Entering a new industry is an example of _____ decision making.

Secondary data are data that have already been collected for other purposes than the research under investigation.

The second stage in the decision-making process is to

Marketing research alone cannot guarantee that better decisions will be made.

The fourth stage in the decision-making process is to

Deciding on the price of a new product is an example of _____ decision making.

A(n) _____ serves to determine current demand for the various brands of a product or service.

In a marketing research project after the problem has been defined, the next step is to

In the final stage of the decision-making process, information provided by research can aid a manager by

Descriptive research is conducted when there is a need to measure the frequency with which a sampled population behaves, thinks, or is likely to act or to determine the extent to which two variables covary.

The decisional criteria represent the decomposition of the problem into a series of statements that constitute the end results sought by the research project.