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Exam 4: Market Research Metrics and Analytics

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Question 61

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Research objectives are the:

A) restrictions placed on potential solutions by the nature of the problem.
B) criteria or standards used in evaluating proposed solutions to the problem.
C) specific, measurable goals the decision maker seeks to achieve in solving a problem.
D) conjectures about factors or situations that simplify the problem enough to allow it to be solved within the existing constraints.

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Question 62

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Which of the following is the first step in the six-step market research approach?

A) to identify which approach will be taken to complete the project
B) to clearly define the problem, issue, or opportunity, and to clarify the objectives
C) to use quantitative research through observational and/or questioning techniques
D) to clarify the scope and nature of a marketing problem

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Question 63

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Real-time in-field tests where the product/promotion is actually sold in a limited location and monitored for success during a specific time period are called _____ test markets.

A researcher examines the play patterns of children in a play area to determine the potential for new toys.This is an example of _____.

Why are the compilation and analysis stages of market research so important?

Sarah is working on a project where she is not able to get much data from published reports or from academic journals.She realizes that she needs to create her own data specifically for this project.The type of data Sarah will create is referred to as _____ data.

Survey questions can be standardized in the form of a(n) _____ and asked to a large representative sample to obtain accurate data.

Exploratory, descriptive, and causal research are forms of _____.

Paul's research director has asked him to prepare a report.He needs to use a hybrid of primary and secondary research and spread the cost across many clients to reduce the price.Which of the following research techniques will Paul use?

Secondary data is lower in cost and easier to obtain than primary data.

Which of the following is true of information requirements and collection of data?

Once data collection is complete, marketers are ready to make decisions.

An experiment is an in-market localized regional approach, or short-term online destination, used to test the success of promotional offers, new services, or new-product launches.

_____ are static website locations where questions are posted online and respondents are asked to comment on ideas.

A(n) _____ is an in-market localized regional approach, or short-term online destination, used to test the success of promotional offers, new services, or new-product launches.

The fifth step in the market research approach is: