Chapter 5 - Researching in B2B market

Question 1

What is Marketing Information System?

Answer 1

Is a set of structures, people, procedures inside the company to collect, process and deliver information necessary to make decision

Question 2

How it’s composed Marketing Information System?

Answer 2

1. Marketing Research
2. Marketing intelligence
3. Internal database

Question 3

How is it possible to assess the quality of an information?

Answer 3

1. Accurate
2. Relevant
3. Timeless
4. Unique

Question 4

How to find and use information?

Answer 4

1. Internal database
2. Secondary data (cheaper)
3. Primary data

Question 5

Which are the types of primary research?

Answer 5

1. Quantitative (surveys)
2. Qualitative (questionnaires, focus groups, …)

Question 6

Which are the type of sampling?

Answer 6

1. Probability sampling (each member of the reference population has a known, non-zero probability of being included in the final statistic sample)
2. Non-Probability sampling

Question 7

Explain some probability sample methods

Answer 7

1. Simple random
2. Systematic
3. Cluster
4. Stratified

Question 8

Explain some non-probability sample methods

Answer 8

1. Convenience
2. Volunteer
3. Snowball
4. Purposive

Question 9

What is SIC?

Answer 9

SIC stands for Standard Industrial Classification and it’s a code given to a company that represents the industry in which it works.

The Italian corresponding is ATECO

Question 10

Explain Marketing research process

Answer 10

1. Defining the problem and research objectives
2. Developing the research plan for collecting information
3. Implementing the research plan collecting and analysing the data
4. Interpreting and reporting the results