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Marketing
True or False

Marketing
Fill in the
Blanks

Marketing
Explain /
Examples

Marketing Misc.

$1

$1

$1

$1

$1

...
The four P’s of marketing
(aka Marketing Mix).
(previous chapter)
Product, Price, Place, Promotion
Name the 5 steps of conducting
Marketing Research
Step 1: Defining the Problem
Step 2: Obtaining Data
Step 3: Analyzing Data
Step 4: Recommending solutions
Step 5: Applying...
Name the two types of data used in
marketing research.
Primary and Secondary
List the three methods of obtaining
primary data.
Survey Method
Observation Method
Experimental Method
When constructing a questionnaire
they must have both Validity and
Reliability define each.
Validity exists when the questions
asked measure what was intended to
be measured
Reliability exists when a research
techn...
True or False….
Secondary data is gathered specifically to
answer the problem.
False.
The data was compiled for some other
reason and is being used in the study.
True or False…..
AC Nelson is known for it’s work as a
company who specializes in opinion
research (or attitude research)
...
False…..Gallup is known for Opinion
Research
True or False
A focus group is a group of six to ten
people who are brought together by
researchers to discuss a particula...
True
True or False…
An open-ended question allows you to
choose an answer from a selection of
possible responses.
False….
An open ended question lets you write a
response any response.
A forced – choice question forces you to
choose an ...
True or False….
The research method that is best used as
a means of gathering information about
customer behavior and pref...
False….The observation method is best
for determining customer behavior and
preferences
The most difficult step in the marketing
research process is ________ _______.
define problem
_________ _________ is information
obtained for the first time and used for
a specific problem or issue under
study.
Primary Data
__________ method gathers information
by the use of interviews and
questionnaires.
Survey
________ method uses a controlled
approach used to test the results of
changing one or more marketing
variables while keep...
Experimental
When constructing a questionnaire:
Cats Eat Plenty Of Delicious Cod refers to:
C_________
E_________
P_________
O_________...
Clear
Easily Understood
Professionally Presented
Organized
Demographic questions at the end
Concise
Explain where we can get secondary data
from.
Internet Sources
U.S. Government
Consumer & Business Information
Companies
Business & Trade Publications
What are the advantages and
disadvantages of secondary data?
1. Advantages
•
•
•

Easily Obtained
Generally inexpensive
Quick to collect

1. Disadvantages
•
•

Non-applicable
Inaccura...
What are the advantages and
disadvantages of the observation
method of collecting primary data?
1. Advantages
•
•

Faster than interviews
Cost effective

1. Disadvantages
•

Doesn’t measure attitudes or motivation
What are the advantages and
disadvantages of the experimental
method of collecting primary data?
1. Advantages
•

Excellent source of info in situations where
different approaches or ideas need to be compared

1. Disadv...
Kmart hires a mystery shopping service to
obtain information about its customers.
Is this primary or secondary research?
Primary
This observation technique involves the
recording of the number of people or
cars passing a given location. What is
the te...
Traffic Count
Psychographics is the study of consumers
based on…..
(previous chapter)
Social and psychological
characteristics….
Attitudes-Lifestyles-Leisure Time- Values
Identify and describe the different ways we
can obtain data using the Observation
method.
1. Mystery Shopper: Someone who
poses as a customer
2. Traffic count – number of people or
cars that enter
Identify and describe the 4 different ways we
can obtain data using the survey method.
• In person:
» Personal Interviews, Mall Intercept, Focus Groups

• Telephone:
» Telephone Interviews

• Mail:
» Mail Surv...
Identify the 5 steps of conducting marketing
research and explain three of the steps in
detail.
1. Define the problem- the problem or research issue
is clearly identified. (hardest step)
2. Obtaining Data- data collect...
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Marketing review chp29-4

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Marketing review chp29-4

  1. 1. Marketing True or False Marketing Fill in the Blanks Marketing Explain / Examples Marketing Misc. $1 $1 $1 $1 $1 $10 $10 $10 $10 $10 $20 $20 $20 $20 $20 $50 $50 $50 $50 $50 $100 $100 $100 $100 $100 Marketing Terms
  2. 2. The four P’s of marketing (aka Marketing Mix). (previous chapter)
  3. 3. Product, Price, Place, Promotion
  4. 4. Name the 5 steps of conducting Marketing Research
  5. 5. Step 1: Defining the Problem Step 2: Obtaining Data Step 3: Analyzing Data Step 4: Recommending solutions Step 5: Applying the Results
  6. 6. Name the two types of data used in marketing research.
  7. 7. Primary and Secondary
  8. 8. List the three methods of obtaining primary data.
  9. 9. Survey Method Observation Method Experimental Method
  10. 10. When constructing a questionnaire they must have both Validity and Reliability define each.
  11. 11. Validity exists when the questions asked measure what was intended to be measured Reliability exists when a research technique produces nearly identical results in repeated trials
  12. 12. True or False…. Secondary data is gathered specifically to answer the problem.
  13. 13. False. The data was compiled for some other reason and is being used in the study.
  14. 14. True or False….. AC Nelson is known for it’s work as a company who specializes in opinion research (or attitude research) (previous chapter)
  15. 15. False…..Gallup is known for Opinion Research
  16. 16. True or False A focus group is a group of six to ten people who are brought together by researchers to discuss a particular situation or reactions to a product.
  17. 17. True
  18. 18. True or False… An open-ended question allows you to choose an answer from a selection of possible responses.
  19. 19. False…. An open ended question lets you write a response any response. A forced – choice question forces you to choose an answer from the selections.
  20. 20. True or False…. The research method that is best used as a means of gathering information about customer behavior and preferences is the experimental method.
  21. 21. False….The observation method is best for determining customer behavior and preferences
  22. 22. The most difficult step in the marketing research process is ________ _______.
  23. 23. define problem
  24. 24. _________ _________ is information obtained for the first time and used for a specific problem or issue under study.
  25. 25. Primary Data
  26. 26. __________ method gathers information by the use of interviews and questionnaires.
  27. 27. Survey
  28. 28. ________ method uses a controlled approach used to test the results of changing one or more marketing variables while keeping others constant.
  29. 29. Experimental
  30. 30. When constructing a questionnaire: Cats Eat Plenty Of Delicious Cod refers to: C_________ E_________ P_________ O_________ D_________ C_________
  31. 31. Clear Easily Understood Professionally Presented Organized Demographic questions at the end Concise
  32. 32. Explain where we can get secondary data from.
  33. 33. Internet Sources U.S. Government Consumer & Business Information Companies Business & Trade Publications
  34. 34. What are the advantages and disadvantages of secondary data?
  35. 35. 1. Advantages • • • Easily Obtained Generally inexpensive Quick to collect 1. Disadvantages • • Non-applicable Inaccurate or outdated
  36. 36. What are the advantages and disadvantages of the observation method of collecting primary data?
  37. 37. 1. Advantages • • Faster than interviews Cost effective 1. Disadvantages • Doesn’t measure attitudes or motivation
  38. 38. What are the advantages and disadvantages of the experimental method of collecting primary data?
  39. 39. 1. Advantages • Excellent source of info in situations where different approaches or ideas need to be compared 1. Disadvantages • • Very costly People respond differently in contrast to actual buying situations.
  40. 40. Kmart hires a mystery shopping service to obtain information about its customers. Is this primary or secondary research?
  41. 41. Primary
  42. 42. This observation technique involves the recording of the number of people or cars passing a given location. What is the technique called?
  43. 43. Traffic Count
  44. 44. Psychographics is the study of consumers based on….. (previous chapter)
  45. 45. Social and psychological characteristics…. Attitudes-Lifestyles-Leisure Time- Values
  46. 46. Identify and describe the different ways we can obtain data using the Observation method.
  47. 47. 1. Mystery Shopper: Someone who poses as a customer 2. Traffic count – number of people or cars that enter
  48. 48. Identify and describe the 4 different ways we can obtain data using the survey method.
  49. 49. • In person: » Personal Interviews, Mall Intercept, Focus Groups • Telephone: » Telephone Interviews • Mail: » Mail Survey • Internet: » Online Survey
  50. 50. Identify the 5 steps of conducting marketing research and explain three of the steps in detail.
  51. 51. 1. Define the problem- the problem or research issue is clearly identified. (hardest step) 2. Obtaining Data- data collected and examined in terms of the problem (primary and secondary data) 3. Analyzing the data – The process of compiling, analyzing and interpreting the results of primary and secondary data. 4. Recommending solutions – conclusions drawn from the research are presented in an organized and well-written report. 5. Applying the results – the company takes action either inconclusive results from the research and additional research is needed or they act and monitor progress.

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