CHAPTER 10 MARKETING RESEARCH
AND ANALYTICS EXAM QUESTIONS
WITH COMPLETE ANSWERS { GRADED
A+}
marketing research - ✔✔a set of techniques and principles for systematically
collecting, recording, analyzing, and interpreting data that can aid decision makers
involved in marketing goods, services, or ideas
secondary data - ✔✔pieces of information that have already been collected from
other sources and usually are readily available
primary data - ✔✔data collected to address specific research needs
sample - ✔✔a group of customers who represent the customers of interest in a
research study
, information - ✔✔organized, analyzed, interpreted data that offer value to
marketers
data - ✔✔raw numbers or facts
syndicated data - ✔✔Data available for a fee from commercial research firms
such as Information Resources Inc. (IRI), National Purchase Diary Panel, and
Nielsen.
scanner data - ✔✔a type of syndicated external secondary data used in
quantitative research that is obtained from scanner readings of UPC codes at
check-out counters
panel data - ✔✔Contain information collected from a group of consumers.
Qualitative Research - ✔✔informal research methods, including observation,
following social media sites, in-depth interviews, focus groups, and projective
techniques
Quantitative Research - ✔✔structured responses that can be statistically tested to
confirm insights and hypotheses generated via qualitative research or secondary
data
AND ANALYTICS EXAM QUESTIONS
WITH COMPLETE ANSWERS { GRADED
A+}
marketing research - ✔✔a set of techniques and principles for systematically
collecting, recording, analyzing, and interpreting data that can aid decision makers
involved in marketing goods, services, or ideas
secondary data - ✔✔pieces of information that have already been collected from
other sources and usually are readily available
primary data - ✔✔data collected to address specific research needs
sample - ✔✔a group of customers who represent the customers of interest in a
research study
, information - ✔✔organized, analyzed, interpreted data that offer value to
marketers
data - ✔✔raw numbers or facts
syndicated data - ✔✔Data available for a fee from commercial research firms
such as Information Resources Inc. (IRI), National Purchase Diary Panel, and
Nielsen.
scanner data - ✔✔a type of syndicated external secondary data used in
quantitative research that is obtained from scanner readings of UPC codes at
check-out counters
panel data - ✔✔Contain information collected from a group of consumers.
Qualitative Research - ✔✔informal research methods, including observation,
following social media sites, in-depth interviews, focus groups, and projective
techniques
Quantitative Research - ✔✔structured responses that can be statistically tested to
confirm insights and hypotheses generated via qualitative research or secondary
data
