Marketing 2 - 2.03

An organization is gathering, recording, and analyzing data about its target market. This activity is known as

• marketing research.

• test marketing.

• performing a case study.

• conducting experiments.

A company wants to know why sales of a certain product are not growing. Its purpose in conducting marketing research is to

• monitor.

• test hypotheses.

• explain.

• predict.

A company wants to know how its target market will react to expected changes in the economy. Its purpose in conducting marketing research is to

• monitor.

• test hypotheses.

• explain.

• predict.

A company’s marketers guess that if they invest in sales force training, sales will increase by 15%. This guess is called a(n)

• simulation.

• hypothesis.

• independent variable.

• pilot study.

A company’s marketers hold a meeting to lay out the master plan for conducting a marketing research project. This plan is known as the research

• questionnaire.

• design.

• variable.

• focus.

Which of the following is determined in a research project’s master plan:

• The company’s target market

• How much the marketers will be paid

• How much data to collect

• The purpose of the research

What is the relationship between research purpose and research design?

• Purpose dictates design.

• There is no relationship between the two.

• Design is more important than purpose.

• Design is unnecessary.

Which of the following is an important question for marketers to ask before creating a research design:

• Who is our target market?

• What new products do we like?

• What do we want the results to be?

• What is our budget?

A company’s marketers want to begin marketing research, but they are unfamiliar with the nature of the problem. The most appropriate research design for them would be

• exploratory research.

• descriptive research.

• causal research.

• discovery research.

If researchers are asking consumers for opinions and feelings about a new product, what type of data are they collecting?

• Specific

• Qualitative

• Quantitative

• Unusable