Chapter 26 (Market research)

Question 1

Academic journals

Answer 1

Publications from educational institutions that publish data about a particular academic discipline

Question 2

Ad-hoc market research

Answer 2

Market research conducted for a specific problem (one-off)

Question 3

Continuous market research

Answer 3

Market research conducted on an ongoing basis

Question 4

Convenience sampling

Answer 4

Includes participants who are easy to reach

Question 5

Focus groups

Answer 5

Small discussion groups to gain insight into attitudes and behavior of participants who share similar characteristics

Question 6

Government publications

Answer 6

Used in secondary research that is released from government entities

Question 7

Interviews

Answer 7

Discussions between an interviewer and interviewee (one-on-one)

Question 8

Market analysis

Answer 8

Secondary market research that reveals characteristics and trends about a product or industry

Question 9

Market research

Answer 9

marketing activity used to identify and anticipate wants and needs of customers (in a profitable way)

Question 10

Media articles

Answer 10

secondary market research that uses documents in print or online

Question 11

Observations

Answer 11

Primary research that involves watching behaviors of people in different situations

Question 12

Online secondary market research

Answer 12

Any sources available on the internet

Question 13

Population

Answer 13

Customers of a particular market

Question 14

Primary market research

Answer 14

Gathering new data (surveys, interviews, focus groups, observations)

Question 15

Qualitative market research

Answer 15

Non-numerical data (behavior, opinions)

Question 16

Quantitative market research

Answer 16

Numerical data

Question 17

Quota sampling

Answer 17

A certain number of people from different market segments (characteristics)

Question 18

Random sampling

Answer 18

Giving everyone an equal chance of being selected

Question 19

Sample

Answer 19

A selected group of a population for primary marketing research

Question 20

Sampling

Answer 20

Technique that selects a sample

Question 21

Sampling errors

Answer 21

Unrepresentative sample, small sample size

Question 22

Secondary market research

Answer 22

Gathering second-hand data (market analysis, academic journals, government publications, media articles, online)

Question 23

Survey

Answer 23

Document that includes questions to collect data