Chapter 3 - Marketing Research Process and Objectives

Question 1

How many steps are used in the marketing research process?

Answer 1

11

Question 2

What is the first step?

Answer 2

Step 1: Establish the Need for Marketing Research

Question 3

What is the second step?

Answer 3

Step 2: Define the Problem

Question 4

Is there anything you can do if you define a problem incorrectly?

Answer 4

No

Question 5

What is the most important step in the marketing research process?

Answer 5

Step 2: Define the Problem

Question 6

What is the third step?

Answer 6

Step 3: Establish Objectives

Question 7

What should the objectives state?

Answer 7

What the researchers must do

Question 8

What are research objectives?

Answer 8

Are specific and tell the researcher exactly what information must be collected to solve the problem by facilitating selection of an alternative

Question 9

What is the fourth step?

Answer 9

Step 4: Determine Research Design

Question 10

What is exploratory research?

Answer 10

Collecting information in an unstructured and informal manner

Question 11

What is descriptive research?

Answer 11

Research that describes the phenomena of interest

Question 12

What is causal research?

Answer 12

Attempt to uncover what factor or factors cause some event

Question 13

What is the eleventh step?

Answer 13

Step 11: Prepare and Present the Final Research Report