BMAL-590 WEEK 1 SECTION 4
MARKETING RESEARCH TOOLS EXAM
QUESTIONS AND ANSWERS. VERIFIED
2025/2026.
Marketing Research Process - ANS Define marketing and marketing research problem.
Try to answer questions with secondary data.
Design primary data collection.
Collect data
Analyze data
Communicate results (white paper, presentation, recommendations)
secondary date vs primary data - ANS Secondary data already exists (e.g., in the library,
online); they're quick and cheap to obtain.
Primary data requires that marketers design a study, collect and analyze data; answers can be
quite precise.
Exploratory, Descriptive, Causal data - ANS Exploratory: Focus groups and interviews are used
to formulate marketing questions.
Descriptive: Surveys and scanner data are used to obtain large-scale stats.
Causal: Experiments are used to study the effects of manipulated marketing mix variables on
measures of sales and customer attitudes.
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED.
, Seven Popular Marketing Research Techniques - ANS Cluster analysis for segmentation
Perceptual mapping for positioning
Focus groups for concept testing
Conjoint Analysis for testing attributes
Scanner data for pricing and coupon experiments and brand switching
Surveys for customer satisfaction
Network methods to identify opinion leaders in buzz marketing
Ideal points - ANS Perceptual maps with ideal points, one point per customer, are frequently
used to identify opportunities. These perceptual maps offer a great deal of descriptive
information about current positions among competitors. A strategic question is to consider
possible repositioning efforts.
conjoint analysis - ANS conjoint studies are run to understand how consumers make trade-
offs among attributes uncovering what combinations of attributes customers value most.
sampling - ANS Probability sample—Implies the probability of selecting any respondent from
the population into the sample is known
Simple random sample—When every population element (e.g., a person) has an equal chance
of being included in the sample
Nonprobability sample—A sample drawn due to specific research considerations and/or the
researcher's judgement (a shopping mall-intercept survey)
Typically, a focus group should include ____.
A 2 - 4 customers.
B 4 - 6 customers.
C 8 - 10 customers.
D more than 15 customers. - ANS C
Information from conjoint analysis is used in the following EXCEPT ______.
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED.
MARKETING RESEARCH TOOLS EXAM
QUESTIONS AND ANSWERS. VERIFIED
2025/2026.
Marketing Research Process - ANS Define marketing and marketing research problem.
Try to answer questions with secondary data.
Design primary data collection.
Collect data
Analyze data
Communicate results (white paper, presentation, recommendations)
secondary date vs primary data - ANS Secondary data already exists (e.g., in the library,
online); they're quick and cheap to obtain.
Primary data requires that marketers design a study, collect and analyze data; answers can be
quite precise.
Exploratory, Descriptive, Causal data - ANS Exploratory: Focus groups and interviews are used
to formulate marketing questions.
Descriptive: Surveys and scanner data are used to obtain large-scale stats.
Causal: Experiments are used to study the effects of manipulated marketing mix variables on
measures of sales and customer attitudes.
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED.
, Seven Popular Marketing Research Techniques - ANS Cluster analysis for segmentation
Perceptual mapping for positioning
Focus groups for concept testing
Conjoint Analysis for testing attributes
Scanner data for pricing and coupon experiments and brand switching
Surveys for customer satisfaction
Network methods to identify opinion leaders in buzz marketing
Ideal points - ANS Perceptual maps with ideal points, one point per customer, are frequently
used to identify opportunities. These perceptual maps offer a great deal of descriptive
information about current positions among competitors. A strategic question is to consider
possible repositioning efforts.
conjoint analysis - ANS conjoint studies are run to understand how consumers make trade-
offs among attributes uncovering what combinations of attributes customers value most.
sampling - ANS Probability sample—Implies the probability of selecting any respondent from
the population into the sample is known
Simple random sample—When every population element (e.g., a person) has an equal chance
of being included in the sample
Nonprobability sample—A sample drawn due to specific research considerations and/or the
researcher's judgement (a shopping mall-intercept survey)
Typically, a focus group should include ____.
A 2 - 4 customers.
B 4 - 6 customers.
C 8 - 10 customers.
D more than 15 customers. - ANS C
Information from conjoint analysis is used in the following EXCEPT ______.
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED.
