File Name: marketing research questions and answers .zip
Chapter 18 Multiple Choice Questions The answers are provided after the last question. Questionnaires are frequently used in quantitative marketing research and social research. Traditionally, a market is a physical or a meeting place where buyers and sellers gather to buy and sell products and services.
Define marketing research. It links the consumer and the public to the marketer through information. Describe the task of marketing research. The task of marketing research is to conduct information that is used to identify and define market opportunities and problems, to generate, refine and evaluate marketing action, to improve understanding of marketing as a process and to monitor marketing performance.
What decisions are made by marketing managers? There are several decisions made by marketing managers, such as: market segmentation, target market selection, marketing programs, performance and control. Marketing managers exchange values with consumers, employees, shareholders and suppliers in order to learn customer behavior and achieve their satisfaction and loyalty.
How does marketing research help in supporting these decisions? Marketing research supports the decisions of marketing managers by: the nature and scope of target markets, the forces that shape the marketing system, evaluating marketing mix variables and evaluating successes and failures of marketing decisions. What do you see as the major challenges for marketing researchers that emerge from the ESOMAR definition of marketing research?
Marketing research specifies the information required to address issues and challenges such as: linking the consumer, customer and public to the market, designs the method for collecting information, manages and implements the data collection process, analyses the results and communicates the findings and their implications. How may the sound practice of problem identification research enhance the sound practice of problem solving research?
Problem identification research is undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. On the other hand, problem solving research undertaken to help solve specific marketing problems. Problem identification research may enhance the problem solving research because it would solve the problems that may influence the variables examined in the problem solving research process.
Without having the problem identification research, the problem solving research may not be justifiable and useful. List and describe the steps in the simple marketing research process.
There are 6 steps in the simple marketing research process: Problem definition; includes purpose of research, background information, information needed and the use-decision maker, interviews with experts, secondary data etc. Research approach developed; includes formulating objective of theoretical framework, analytical models, research questions, hypothesis and identifying information. Research design developed; includes framework or blueprint for conducting research and details the procedures necessary, design study that will test hypothesis in 7 steps.
Data preparation and analysis; includes editing, coding, transcription and verification of data. Report preparation and presentation; includes written report that addresses the specific research questions identified, describes the approach, the research design, data collection and data analysis procedures adopted and presents the results and main findings.
Explain why there may be the need for iterations between stages of the marketing research process. There may be the need for iterations between the stages because of many reasons. For example, all of the stages are correlated and they require to be deeply examined, sometimes maybe more than two or three times. After we identify the problem, we may have the need to do both marketing decision problem and marketing research problem. Another issue is that we may have to interpret and present our findings after every collection of data: secondary, qualitative or quantitative.
In that case we repeat the last step several times, so that we make sure that our data is accurate. Explain a classification of marketing research.
According to ESOMAR definition, the first thing is to identify opportunities and problems and the second thing is to generate and refine marketing actions. Marketing research is classified in two parts.
The first is problem identification research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. It covers: market potential research, market share research, market characteristics research, sales analysis research, forecasting research and business trends research. The second is problem solving research undertaken to help solve specific marketing problems.
It includes: segmentation research, product research, pricing research, promotion research and distribution research. What is the nature of the first step in conducting a marketing research project?
The first step of a MR project is the problem definition. It is one of the most important and most difficult tasks, but a problem well defined is half solved. Why is it vital to define the marketing research problem correctly?
It is vital to define correctly the MR problem because inadequate problem definition is only leading cause of failure of MR projects. Without the problem definition, the whole MR project would be a waste of time and resources.
What is the role of the researcher in the problem definition process? The researcher has the main role in identification of the problem because it is essential to have an idea what the problem is before examining how the same problem would be solved.
What are the components of a marketing research brief? There are 6 components of MR brief: Background information Objectives: a marketing and b research. Target to research Who is to use findings: a analysis and b format Constraints Administration What are the components of a marketing research proposal? A marketing researcher can be creative in several ways.
It makes the initiator of the brief more certain of how the information to be collected will support decision making. The brief helps the marketer and the researcher to plan and implement the research design and the researcher can easily reduce disputes that can occur when the gaps in the marketers knowledge are not filled as intended.
Marketing researchers use the briefs and proposals in order to save resources in time and money. What is the significance of the background section of a research brief and research proposal? Background information is the most essential section in both brief and proposal because it is basically the first step that conducts data about the problem that needs to be solved.
It helps researchers to make their lead in defining and solving a MR problem. Describe some of the reasons why managers are not often clear about the real problem they face.
There are many reasons why managers are not clear about the problem they face. Firstly, they may have not gathered the needed background information and lose lead about the problem. Secondly, they may make a mistake in the problem definition, which will lead them to wrong solutions. Another problem may be changing the order of the steps in the research, which will lead to lack of information and the manager will not be able to see the real nature of the problem.
What interrelated events occur in the environmental context of a research problem? The interrelated tasks that occur in the environmental context of a research problem are: discussions with decision-makers, interviews with experts, secondary data evaluation and qualitative research. What are some differences between a marketing decision problem and a marketing research problem?
Marketing decision problem is confronting the marketing decision-maker which asks what the decision needs to do and requires action. On the other hand, marketing research problem is a problem that entails determining that information is needed and how it can be obtained in the most feasible way. Describe the factors of the approach to a research problem.
The theoretical foundations consist of information that can theoretically answer questions regarding the problem and provide understanding of specific processes. The analytical mode is explicit specification of a set of variables and their interrelationships designed to represent some real system or process. Research questions are refined statements of the specific components of the problem.
On the other hand, a hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. After collecting the data, we make specification of the information needed to solve the problem. What is the role of theory that may affect the development of a research approach? What are the most common forms of analytical models? An analytical model is explicit specification of a set of variables and their interrelationships designed to represent some real system or process.
The most common forms of this model are: verbal, graphical and mathematical models. Verbal models provide a written representation of the relationships between variables.
Graphical models are visual and are used to isolate variables and to suggest directions of relationships, but are not designed to provide numerical results. Mathematical models explicitly specify the relationships among variables, usually in equation form.
What are the differences between research questions and hypothesis? On the other hand, a hypothesis is an unproven statement or proposition about a factor or. A hypothesis is a possible answer to the research question.
Is it necessary for every research project to have a set of hypothesis? It is not necessary for every MR project to have a set of hypothesis. In some cases it may be necessary because the hypothesis may be the key component to solve a MR problem. However, in some cases, the hypothesis may be irrelevant, especially if it needs to be examined through some of the models.
Lecture 3: Research Design 1. Define research design. A research design is the heart and soul of a marketing research project. It outlines how the marketing research project will be conducted and guides data collection, analysis and report presentation.
A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. There are 6 components of the research design: Define information needed. Specify the measurement and scaling procedures. Construct and pretest a questionnaire interviewing form or an appropriate form of data collection. Specify the sampling process and sample size.
Develop a plan for data analysis. Classify various research designs. Differentiate between exploratory and conclusive research. Exploratory research is the research design characterized by a flexible and evolving approach to understand marketing phenomena that are inherently difficult to measure.
Conclusive research is a research design characterized by the measurement of clearly defined marketing phenomena. What are the major purposes for which descriptive research is conducted?
Define marketing research. It links the consumer and the public to the marketer through information. Describe the task of marketing research. The task of marketing research is to conduct information that is used to identify and define market opportunities and problems, to generate, refine and evaluate marketing action, to improve understanding of marketing as a process and to monitor marketing performance. What decisions are made by marketing managers?
The basic steps used to conduct marketing research are shown in Figure Next, we discuss each step. Figure
In a local market, which one of the following is not likely to be sold? Meat b. Fruits c.
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One of the best ways to learn about your market and customers is by asking questions. When you ask the right market research questions, you can identify opportunities to improve in your marketing strategy, operations, and industry. To ask the best questions, it helps to break down your market research questions into the following categories:.
Он постоял в нерешительности, раздумывая, не следует ли поставить в известность начальника лаборатории безопасности. Да будь они прокляты, эти криптографы. Ничего не понимают в системах безопасности. Присяга, которую Чатрукьян принимал, поступая на службу в АНБ, стала непроизвольно прокручиваться в его голове. Он поклялся применять все свои знания, весь опыт, всю интуицию для защиты компьютеров агентства, стоивших не один миллион долларов.
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