Chapter 1 Flashcards
The tactical role of marketing research is to:
- determine info needs
- make more informed marketing decisions
- provide relevant info to business managers
Marketing management info systems do what?
Gather internal and external info on a continuous basis.
The marketing research process involves how many steps?
7.
Desk research requires the market researcher to:
examine internal company records, the info available from published sources and the internet.
Org objectives are best specified in?
Quantitative terms.
Defining the management decision problem requires the market research to?
Describe the reasons why the research is being conducted.
Exploratory research is undertaken to?
Gain an understanding of the research problem.
True or false? Problem identification research is undertaken to solve specific marketing problems?
False. Problem identification research seeks to identify the nature of marketing problems and opportunities.
True or false? Strategic marketing research makes decisions affecting the marketing mix?
False. Strategic marketing is more concerned with issues such as corporate image, the allocation of resources and target market selection.
True or false? Marketing research is an efficient cost effective tool?
False. Marketing research is very time consuming and expensive.
True or false? Marketing research is an effective way to identify successful new products?
False. Marketing research is not future oriented. It is a reflection of the past. Marketing research rejects many successful new products.
True or false? Decision support systems enable market researchers to integrate market info systems with interactive models?
True.
True or false? The market research problem requires the market researcher to determine what info is needed and how it will be obtained?
True.
True or false? Marketing research is only used to address marketing problems and opportunities?
False.
True or false? Marketing research reduces the probability of making poor decisions?
True.
