Chapter 10 ("Gathering and Using Information: Marketing Research and Market Intelligence")

Question 1

What is secondary research?

Answer 1

Secondary research is based on information from studies previously performed by government agencies, chambers of commerce, trade associations, and other organizations. 例)U.S. Census Bureau information and Nielsen ratings are secondary market research.

Secondary market research is easy to find, and much of it is free or low-cost. For instance, you can find secondary market research online at government or industry websites, at your local library, on business websites, and in magazines and newspapers.

Question 2

Where can secondary research sources be found?

Answer 2

Syndicated research: Primary data that marketing research firms collect on a regular basis and sell to other companies.

Marketing research aggregator: A marketing research company that doesn’t conduct its own research but instead buys it from other marketing research companies and then sells the reports in their entirety or in pieces to other firms.

Scanner-based research: Information collected by scanners at checkout stands in stores.

Local library

Question 3

What is primary research?

Answer 3

Primary market research is tailored to a company’s particular needs and is conducted either by you or by a company that you pay to conduct the research for you. 例）Focus groups, surveys, field tests, interviews, and observation.

Question 4

Describe and give examples of the three primary research methods:

1) observation

Answer 4

例) traffic counts, Nielson television ratings, taping shopping habits.

Question 5

Describe and give examples of the three primary research methods:

2) surveys

Answer 5

例) focus group interviews, telephone surveys, online surveys.

Question 6

Describe and give examples of the three primary research methods:

3) controlled experiments

Answer 6

例) test market
A test market is a geographic region or demographic group used to gauge the viability of a product or service in the mass market prior to a wide scale roll-out.

Question 7

focus group

Answer 7

A focus group is a group of potential buyers who are brought together to discuss a marketing research topic with one another.