Conducting Marketing Research (C4)

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

• Marketing insights

• Marketing metrics

• Marketing diagnostics

• Marketing intelligence

• Marketing-mix models

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

• Marketing intelligence

• MIS (marketing information system)

• Marketing research

• Demographics

• Marketing management

Marketing research is now about a ________ billion industry globally.

• $50

• $24

• $16.5

• $10

• $7.5

Companies normally budget marketing research at ________ of company sales.

• 1% to 2%

• 2% to 3%

• 4%

• 6.5%

• 10% to 12%

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?

• Custom marketing research firms

• Syndicated-service research firms

• Specialty-line marketing research firms

• General-line marketing research firms

• Nonprofit marketing research firms

If a marketing research firm were also known as a field-service firm (e.g., it sells its field interviewing services to other firms), it would be called a ________.

• custom marketing research firm

• syndicated-service research firm

• specialty-line marketing research firm

• general-line marketing research firm

• systematic marketing research firm

All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.

• using the Internet

• engaging students to design and carry out projects

• checking out rivals

• engaging professors to design and carry out projects

• hiring syndicated-service research firms to conduct projects

The first step in the marketing research process is to ________.

• develop a research plan

• define the problem and research objectives

• analyze the internal environment

• read marketing research journals

• contact a professional consultant

Which of the following is considered to be the last step in the marketing research process?

• Present the findings

• Analyze the information

• Control the environment

• Make the decision

• Draft the report

The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place?

• Step 1—defining the problem

• Step 1—creating decision alternatives

• Step 1—drafting the research objectives

• Step 2—develop the research plan

• Step 3—information collection