MKT 337 Chapter 9: Marketing
Research Questions and Answers.
Marketing Research - Answer The process of planning, collecting, and analyzing data relevant
to a marketing decision
Importance of Market Research - Answer -Improve quality of decision making
-Identify problems & sources of them
-Serve customers accurately and efficiently
-Understand changes in the marketplace
Types of Marketing Research - Answer -related to understanding customer markets: demand
forecasting
-Related to creating the marketing mix: product testing
-Related to product and brand performance: marketing testing
Roles of Marketing Research - Answer -Descriptive: Gathering and presenting factual
statements (what?)
-Diagnostic: Explaining data (why?)
-Predictive: Estimating what could happen (what if?)
Marketing Research Process - Answer 1. Identify the problem/opportunity
2. Develop research plan & gather secondary data
3. Specify the sampling procedures
4. Collect primary data
5. Analyze the data
6. prepare & present the report
7. Take marketing actions & follow up
Secondary Data - Answer Data previously collected for any purpose other than the one at
hand.
Adv:
-Saves time & money if on target
-Aids in determining direction for primary data collection
-Pinpoints the kinds of people to approach
-Serves as a basis of comparison for other data
, Disadv:
-May not give adequate detailed information
-May not be on target with the research problem
-Quality & accuracy of data may pose a problem
Primary Data - Answer Information collected for the first time; used
for solving the particular problem under investigation.
Adv:
-Answers a specific research question
-Data is current
-Source of data is known
-Secrecy can be maintained
Disadv:
-Expensive
-Quality declines if interviews are lengthy
-Reluctance to participate in lengthy interviews
Questionnaire Design - Answer Clear and concise
No ambiguous language
Avoid two questions in one
Avoid leading questions
Use wording geared to the audience
Types of Questionnaire Design - Answer 1. Open Ended Questions-An interview question that
encourages an answer phrased in respondent's own words.
2. Closed Ended Questions-An interview question that asks the respondent to make a selection
from a limited list of responses.
3. Scaled Response Question-A closed-ended question designed to measure the intensity of a
respondent's answer.
Sampling Procedure - Answer Universe (The population to be studied, from which a sample is
drawn.) -> Sample (A subset from a large population.)
Types of Samples - Answer 1. Probability Samples
2. Non Probability Samples
Research Questions and Answers.
Marketing Research - Answer The process of planning, collecting, and analyzing data relevant
to a marketing decision
Importance of Market Research - Answer -Improve quality of decision making
-Identify problems & sources of them
-Serve customers accurately and efficiently
-Understand changes in the marketplace
Types of Marketing Research - Answer -related to understanding customer markets: demand
forecasting
-Related to creating the marketing mix: product testing
-Related to product and brand performance: marketing testing
Roles of Marketing Research - Answer -Descriptive: Gathering and presenting factual
statements (what?)
-Diagnostic: Explaining data (why?)
-Predictive: Estimating what could happen (what if?)
Marketing Research Process - Answer 1. Identify the problem/opportunity
2. Develop research plan & gather secondary data
3. Specify the sampling procedures
4. Collect primary data
5. Analyze the data
6. prepare & present the report
7. Take marketing actions & follow up
Secondary Data - Answer Data previously collected for any purpose other than the one at
hand.
Adv:
-Saves time & money if on target
-Aids in determining direction for primary data collection
-Pinpoints the kinds of people to approach
-Serves as a basis of comparison for other data
, Disadv:
-May not give adequate detailed information
-May not be on target with the research problem
-Quality & accuracy of data may pose a problem
Primary Data - Answer Information collected for the first time; used
for solving the particular problem under investigation.
Adv:
-Answers a specific research question
-Data is current
-Source of data is known
-Secrecy can be maintained
Disadv:
-Expensive
-Quality declines if interviews are lengthy
-Reluctance to participate in lengthy interviews
Questionnaire Design - Answer Clear and concise
No ambiguous language
Avoid two questions in one
Avoid leading questions
Use wording geared to the audience
Types of Questionnaire Design - Answer 1. Open Ended Questions-An interview question that
encourages an answer phrased in respondent's own words.
2. Closed Ended Questions-An interview question that asks the respondent to make a selection
from a limited list of responses.
3. Scaled Response Question-A closed-ended question designed to measure the intensity of a
respondent's answer.
Sampling Procedure - Answer Universe (The population to be studied, from which a sample is
drawn.) -> Sample (A subset from a large population.)
Types of Samples - Answer 1. Probability Samples
2. Non Probability Samples
