MKTG 305 CH 8 – Flashcards

__________ ____________ is The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions.

What are the five steps in the marketing research process?

There are two types of secondary data. Which one includes budgets, financial statements, and sales data?

There are two types of secondary data. Which one could include a US Census report, periodicals, or internet reports?

Define Secondary data.

Define Primary data.

________ of _________ are criteria or standards used in evaluating proposed solutions to a problem.

When following the five-step marketing research approach, developing the research plan is the __________ step. A. First B. Second C. Third

In a marketing decision, __________ are likely to be restrictions on the time and money available to solve the problem. A. limitations B. risks C. constraints

Asking the firm's salespeople to estimate sales during a coming period is referred to as: A. a salesforce survey forecast. B. trend extrapolation. C. in-house forecasting.

Determining how to collect data, including selecting the appropriate methods, is done during which step of the research process? A. Develop findings and recommendations B. Develop the research plan C. Take marketing actions

An advantage of using a panel for marketing research is: A. there will usually be one panel member who dominates the discussion to help keep the conversation focused. B. the discussion leader can help change negative panel responses into positive ones. C. researchers can take successive measurements of consumers to determine if they change their purchasing behaviors over time.