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What is the main purpose of marketing research?
To obtain information that helps businesses make decisions.
T/F Marketing research is only used to develop new products.
False – it’s also used to monitor performance, solve problems, and test ideas.
What marketing function (of 7) does marketing research fall under?
Marketing Information Management
(T/F): Marketing research helps businesses minimize losses from failed products.
True
Which type of research focuses on numbers and large groups?
Quantitative
Which type of research focuses on opinions and smaller groups?
Qualitative
(T/F): A focus group is an example of qualitative research.
True
What is attitude research?
Research that measures how people feel about products, services, or ideas.
Consumer Reports comparing different brands is an example of what type of research?
Product Research
What is the first step of the marketing research process?
Define the problem
What is the final step in the marketing research process?
Apply the Results
(T/F): Primary data is cheaper and easier to obtain than secondary data.
False – it is more expensive and complex.
Give one example of a source of primary data.
Surveys, interviews, observations, or experiments.
What do validity mean in surveys?
Validity = measures what it’s supposed to. It is clear and relevant.
What does Reliability mean in surveys?
Reliability = produces similar results when repeated. It is not subjective.
Which type of survey question asks for written answers in your own words?
Open-ended
