Chapter 7

Question 1

What are the five steps of the Marketing Research Process

Answer 1

1) Define Research Problem and Objectives
2) Design the Research Plan
3) Collect Data
4) Analyze Data and Develop Insights
5) Determine Action Plan

Question 2

Secondary Data vs. Primary Data

Answer 2

Secondary Data - pieces of information that have been collected prior to the start of the focal research project

Primary Data - collected to address specific research needs

Question 3

Why is secondary data not adequate to meet researcher’s needs sometimes?

Answer 3

The data initially were acquired for some purpose other than the research question at hand, and may not be completely relevant.

Question 4

Syndicated Data (T)

Answer 4

Data available for a fee from commercial research firms

Question 5

Reliability of Collected data vs. Validity

Answer 5

Reliability - the extent to which repeating identical situations will generate the same result

Validity - the extent to which the study actually measures what it is supposed to

Question 6

Ethnography (T)

Answer 6

Observational method that studies people in their daily lives and activities at home, work, and the community.