Marketing Essentials

Section 2: Types, Trends, and Limitations of Marketing Research

After You Read Online Action

Key Terms and Concepts

1. Quantitative and qualitative research.
2. Four major areas of marketing research are attitude research, market research, media research, and product research.
3. Any two of the following: increased emphasis on customer satisfaction; emphasis on total quality management; more integration of marketing research data with other sources; total quality management (TQM) programs. Global trends, technological advances, and concerns for privacy are additional answers.

Academic Skills

4. Sales forecast = $552,187.50
   Step 1: 100% - 25% = 75%
   Step 2: 1,550 X .75 = 1,162.5 households
   Step 3: 1,162.5 X $475 = $552,187.50
5. Accept all reports that include required elements and demonstrate an understanding of marketing research.