Marketing Chapter 6

Front 1

Key requirements for good research information

Back 1

Utility – use the must-know questions instead of nice-to-know questions.

Front 2

Key requirements for good research information

Back 2

Timeless – information should be current and up to date.

Front 3

Key requirements for good research information

Back 3

Cost-effectiveness – research cost must be related to the value of investigating the opportunity or solving the problem.

Front 4

Key requirements for good research information

Back 4

Accuracy – the data must be correct

Front 5

Key requirements for good research information

Back 5

Reliability – the same or similar research was done, the data must be close to the same.

Front 6

Steps in the marketing research process

Back 6

Define the research problem – find the opportunity or issue

Front 7

Steps in the marketing research process

Back 7

Develop an approach to the research problem – what is the objectives and questions based on the program

Front 8

Steps in the marketing research process

Back 8

Formulate the research design – gather data through collection method: qualitative and/or quantitative

Front 9

Steps in the marketing research process

Back 9

Conduct the data collection or fieldwork – collect data from internal and/or external sources by qualitative and/or quantitative

Front 10

Steps in the marketing research process

Back 10

Prepare the data & analysis – summarize & write up the results

Front 11

Secondary research data

Back 11

previously gathered information available from internal or external.

Front 12

Primary research data

Back 12

information collected for the first time

Front 13

TRUE OR FALSE

Research is only done during the first step when answering the question "Where are we now?"

Back 13

FALSE

Front 14

TRUE OR FALSE

Primary research is published information available from other sources; secondary research is data collected for the first time to answer specific questions.

Back 14

FALSE

Front 15

TRUE OR FALSE

Marketing research problems actually encompass both marketing problems and opportunities.

Back 15

TRUE

Front 16

TRUE OR FALSE

The cost of doing marketing research can always be justified because it is so important for marketing decisions.

Back 16

FALSE

Front 17

TRUE OR FALSE

To make the most effective use of research funds, primary research should be done before secondary.

Back 17

FALSE

Front 18

TRUE OR FALSE

Observational research is a great technique for evaluating competitors.

Back 18

TRUE

Front 19

TRUE OR FALSE

A hotel's registration and reservation records are an example of an internal secondary research data source

Back 19

TRUE

Front 20

A focus group is:

Back 20

A qualitative marketing research technique.

Front 21

Of the three survey methods, mail surveys usually:

Back 21

Produce the lowest response rates.

Front 22

One advantage of primary research is:

Back 22

Reliability

Front 23

Evaluation research is completed in which step of the marketing system?

Back 23

How do we know if we got there?

Front 24

Marketing research involves all the following with the exception of:

Back 24

Eliminating the need for intuition and judgement.