Chapter 7 - Marketing Research

Question 1

Identify the five steps in the marketing research process

Answer 1

1. Define the objectives and research needs
2. Design the research
3. Data collection process
4. Analyse data and develop insights
5. Action plan and implementation

Question 2

Describe the various secondary data sources

Answer 2

External and internal sources

Question 3

Describe the various primary data collection techniques

Answer 3

Qualitative and quantitative

Question 4

Summarise the differences between secondary data and primary data

Answer 4

Secondary data saves time and is free/inexpensive

Primary data is specific to the data needs and topics and offers behavioural insights

Question 5

Examine the circumstances in which collecting information on consumers is ethical

Answer 5

Must gain permission to collect info
Should solely be conducted for marketing research endeavours
Must take responsibility for protecting any info they collect