Chapter 1

Question 1

What is data?

Answer 1

The raw facts, recorded measures of certain phenomena

Question 2

What is information?

Answer 2

transformed and organized facts in a form suitable for managers to base decisions.

Question 3

Marketing Research is

Answer 3

the organizations formal communication link with the environment.

Question 4

Who does marketing research?

Answer 4

Producers of products and services, advertising agencies, marketing research Companies.

Question 5

Advertising Agencies do marketing research to help

Answer 5

create and measure the effectiveness of advertising campaigns,
determine the market potential of a proposed new product or the clients market share, better understand consumers, their interests and behaviors

Question 6

The goal of any marketing research project should be to uncover truth, what are two types of unethical marketing research styles?

Answer 6

Advocacy research and sugging.

Question 7

Advocacy Research is

Answer 7

conducted to support a position rather than to find the truth.

Question 8

Sugging is

Answer 8

contacting people under the guise of marketing research when the real goal is to sell products or services.