Lecture 4

Question 1

Why is marketing research important?

Answer 1

It is important because it can help the marketer identify the real problem area and what information is needed

Question 2

What are the three ways in which marketers can develop information?

Answer 2

Internal Data
Marketing Intelligence
Gathering Secondary Information

Question 3

What is internal data?

Answer 3

It is information that is gathered internally

Question 4

What are the two main sources of information from internal data?

Answer 4

Sales department
Customer service department

Question 5

What is a constrictive complaint and what kind of insight can it provide?

Answer 5

It is a complaint that is made more than once and can give marketers the opportunity to correct the mistake that is leading to these complaints, allowing them to create a better marketing mix

Question 6

What is an isolated case?

Answer 6

It is when there are only a few complaints (1-5) that do not necessarily mean that there is a mistake that needs to be corrected but rather just a case where not everyone will be satisfied with the product

Question 7

What is marketing intelligence?

Answer 7

It is information about competitors and development in the marketing environment

Question 8

Where can marketing intelligence information be gathered?

Answer 8

It can be gathered from marketing campaigns of competitors, press conferences, the purchase and analyses of competitor’s products, and academic publication

Question 9

What is gathering secondary information?

Answer 9

It is secondary data

Question 10

What is secondary data?

Answer 10

It consists of information that already exists or has been collected for a different purpose

Question 11

What is ‘defining the problem’ in the marketing research process?

Answer 11

It is often the first and most challenging step as it is difficult to define what the problem is and ensure that the definition is neither too narrow or too wide

Question 12

What is survey research?

Answer 12

It is one of the most popular methods of gathering information as the researcher can directly interact with people in order to obtain facts, opinions, and attitudes

Question 13

What is in-home personal interviews?

Answer 13

It is when a sales representative goes door to door to ask questions

This is the most expensive survey method

Question 14

What are mall intercept interviews?

Answer 14

This is when a sales representative interviews customers in a common area such as a shopping mall

Question 15

What are telephone interviews?

Answer 15

They are interviews that are conducted over the phoneW

Question 16

What are mail surveys?

Answer 16

They are surveys that are conducted through the post

Question 17

What are executive interviews?

Answer 17

They are interviews that are conducted with businesspeople and usual contain questions pertaining to industrial products or services

Question 18

What are focus groups?

Answer 18

This is when a group of ten to twelve people have a group discussion with moderator that leads the discussion

Question 19

What does a good questionnaire contain?

Answer 19

They contain a mix of open-ended and multiple choice questions

Question 20

What are close-ended questions?

Answer 20

They are multiple choice questions

Question 21

What are open-ended questions?

Answer 21

They are questions that allow respondents to respond in their own words

Question 22

What are scale-ended response questions?

Answer 22

They are questions that measure the intensity of a respondent’s answer

Question 23

How should researchers formulate and order their questions?

Answer 23

They should formulate them in a simple manner and order them in a way that does not influence how respondents respond to the questions

The order should be logical

The first question should create interest and encourage the respondent to be open and not defensive