Marketing Research Prelim Exam

___________________ is a systematic gathering and analysis of marketing-related data to produce information that can be used in decision making.

____________

is the specific combination of product, pricing, promotional, and distribution decisions made for the purpose of targeting a particular group of consumers.

A function of marketing research that occurs when researchers have a limited understanding or no knowledge at all about a marketing situation or a particular outcome.

• exploratory function

• descriptive function

• diagnostic function

• predictive function

A function of marketing research that refers to the gathering and presentation of information about a marketing phenomenon or situation.

• exploratory function

• descriptive function

• diagnostic function

• predictive function

A function of marketing research that used to investigate relationships and phenomena within data that have been gathered through marketing research.

• exploratory function

• descriptive function

• diagnostic function

• predictive function

A function of marketing research allows data to be used to predict or forecast the results of a marketing decision or consumer action.

• exploratory function

• descriptive function

• diagnostic function

• predictive function

It is designed to solve a specific marketing problem, to

investigate a particular marketing phenomenon.

• Applied Marketing Research

• Basic Marketing Research

It is theoretical in nature and is conducted to advance marketing knowledge in general or to verify a proposed marketing theory or concept.

• Applied Marketing Research

• Basic Marketing Research

It provides basic demographic, geographic, psychographic,

and behavioral information about specific target markets.

• benefit and lifestyle studies

• target market analysis

• test markets

It identify how a product fits the needs of consumers and what changes need to be made to the product to make it more attractive.

• Product testing studies

• Test markets

• Target market analysis