Quantitative ( Descriptive and Causal) research

uses numerical and statistical data collection and analysis

Using focus groups as the ONLY input to make major marketing decisions is ill-advised because

the results from small groups may not be projectible

extracting and correlating information from large databases

original research you or your company conducts

Secondary research is (or are)

research that is not original to you or your company

The advantage(s) of secondary research is/are

it is less costly than primary research

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Intro to Marketing Research

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Questions 12

Answers

1
Quantitative ( Descriptive and Causal) research
is used to explore advertising concepts
can be used to describe flavors
uses numerical and statistical data collection and analysis
rarely requires statistical analysis
2
Using focus groups as the ONLY input to make major marketing decisions is ill-advised because
focus group moderators may be inconsistent
customer opinions are not important
the results from small groups may not be projectible
focus groups are too focused on one feature
3
Data Mining is
the in-depth questioning of respondents
the smart use of questionnaires
extracting and correlating information from large databases
gathering lots of raw data on individuals
4
QUALitative research--gathering ideas, concepts, and informal customer feedback--is
number research
quantitative research
library research
exploratory research
5
Primary research is
a collection of prime numbers
original research you or your company conducts
U.S. Census data
from the library
6
An example of EXPLORATORY research is
analyzing test market sales
creating product prototypes
focus groups
tabulating cash register receipts
7
Secondary research is (or are)
research that is not original to you or your company
consumer surveys
the same as primary research
research that never existed before
8
Focus groups can be used for
determining the number of interested users in your product
product and creative testing
the % advertising awareness of your brand
measuring the size of a market
9
Primary research can be numerical (quantitative) or nonnumerical (qualitative).
Don't know
This is sooooo confusing!
False
True
10
The advantage(s) of secondary research is/are
it is entirely customizable
it is less costly than primary research
it may not be timely
it may not address your research needs
11
An example of secondary research is
the U.S. Census
measuring your company's coupon redemption rate
asking a group a question
a survey you conduct
12
When a firm regularly compiles and interprets research data to sell to others, it is
case study research
syndicated research
ethnographic research
suppositionial research

Intro to Marketing Research Flashcards | StudBud