Marketing Unit 4 Review

Marketing controls:

• are not research based

• focus on customer satisfaction only

• focus on customer satisfaction, price and delivery

• focus on customer satisfaction and promotion

• do not focus much on pricing

What are three roles of marketing research?

• surveys, focus groups and in-person interviews

• descriptive, investigative and surveys

• descriptive, diagnostic and predictive

• diagnostic, predictive and investigative

• long-term research, short-term research and overall research

Which of these methods is NOT used in quantitative market research?

• all are correct

• survey

• interview

• questionnaire

Which of these methods is used in qualitative research?

• focus group

• discussion

• all are correct

• conversation

The study of the human behavior in its natural context is an example of ______.

• survey research

• ethnographic research

• focus groups

• experimental research

Which one of the following scenarios represents a marketing research study?

• A focus group is held for a local soup manufacturer to decide what flavors they should develop.

• A survey is conducted in a theme park to discover why attendance has dropped.

• Doctors are interviewed about whether a new facial plastic surgery tool would work for surgery.

• All the answers are correct.

Which is an example of a close-ended question?

• Why do you shop at the sandwich shop?

• Could you describe your favorite sandwich?

• How often do you shop in the local store?

• How long have you shopped in the local bakery?

• Is Jose's Tacos your favorite place to eat?

Observations are:

• are never done because it makes people nervous

• is not a marketing control

• are the same as experiments

• done at home in a natural habitat

• are done in a lab setting

Market research:

• is not worth the effort

• is done only in the initial marketing plan and not done again

• is optional

• involves test marketing and statistical data

• involves only test marketing

The process of planning, collecting and analyzing data relevant to a marketing decision is

• marketing research

• survey research

• cross tabulation

• ethnographic