Marketing Essentials

Chapter 28: Marketing Research

Self-Checks

1
Which statement describes qualitative research accurately?
A)Gathering research data that can be quantified and measured
B)Gathering research data through surveys
C)gathering data by asking questions such “how much? “ or “how many?”
D)All of the above
2
How is market intelligence used in marketing?
A)It is used to do media research
B)It is used to do economic forecasting
C)It is used to define potential target markets and to determine how to reach them
D)It is used to define a product and to determine how it should be packaged
3
What are trends in marketing research?
A)The pace at which information is gathered and used is getting faster
B)It is becoming more and more international
C)It is focused more and more on product quality and customer satisfaction
D)All of the above
4
What is media research?
A)Research about print advertising only
B)Research that studies media effectiveness, selection, frequency, and ratings
C)Research that was invented by Nielsen Media Research, Inc.
D)Research that is always qualitative
5
What is sales forecasting?
A)An estimate of future sales
B)An estimate of customer satisfaction
C)An estimate of future economic conditions
D)None of the above
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