Lesson 4

Question 1

What is secondary research?

Answer 1

Investigating data that already exists

Question 2

What is quantitive data?

Answer 2

Information that can be measured/expressed in numeric terms and/or analysed statistically

Question 3

What is qualitative data?

Answer 3

Information that can’t be measured in numeric terms. Explores feelings and opinions.

Question 4

What are different sources of secondary data?

Answer 4

• gov sources,
• market research reports
• trade and industry sources
• competitor data
• online sources
• social media / blogs
• media sources
• financial, geographic and demographic databases
• internal databasss and records

Question 5

What are different primary research techniques?

Answer 5

• self completion surveys
• surveys via interview
• focus groups
• observation
• mystery shopping
• experimentation
• Delphi technique (panel of experts)
• panels
• store audits

Question 6

What does the MKIS comprise of?

Answer 6

Marketing Information System

• internal reports system (I.e stocks)
• marketing intelligence system (I.e web analytics)
• market research system (I.e surveys)
• analytical marketing system (I.e statistics to produce insights)