What is the difference between basic and applied marketing research?

Basic is research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem.

Applied is research aimed at solving a specific, pragmatic problem—better understanding of the marketplace, determination of why a strategy or tactic failed, or reduction of uncertainty in management decision making.

What are the Three Functional Roles of Marketing Research?

Answer: descriptive, diagnostic, predictive

Descriptive Function

the gathering and presentation of statements of fact

Diagnostic Function

the explanation of data or actions

Predictive Function

specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision

What is the definition of marketing research?

Answer: the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management

Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research

Answer: FALSE

The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information

Answer: FALSE

The findings of problem solving research are used in making decisions that will solve specific marketing problems

Answer: TRUE

Problem identification research provides information about the marketing environment and helps diagnose a problem

Answer: TRUE

Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution

Answer: FALSE

Sales analysis research is a type of problem solving research

Answer: FALSE

Marketing Research is classified into two areas: problem identification and problem solving research.

Answer: TRUE

Marketing Research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing.

Answer: TRUE

The 2000, 2004 and 2008 presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties. The negative attacks were based on qualitative marketing research used to help design the messages. Which ethical concern is this use of marketing research related to?

A) disguising the purpose of the research and the use of deceptive procedures

B) using qualitative research for questionable purposes

C) comfort level of the respondents

D) none of the above

Answer: B

Which of the following is not an ethical issue of concern to the researcher?

A) disguising the purpose of the research and the use of deceptive procedures

B) videotaping and recording the proceedings

C) comfort level of the respondents

D) none of the above

Answer: D

When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.

A) language

B) culture

C) patterns of social interaction

D) all of the above

Answer: D

_______ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.

A) Data display

B) Data reduction

C) Data determination

D) Conclusion drawing and verification

Answer: D

_______ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix.

A) Data display

B) Data reduction

C) Data determination

D) Conclusion drawing and verification

Answer: A

______ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher chooses which aspects of the data are emphasized, minimized, or set aside for the project at hand.

A) Data display

B) Data reduction

C) Data determination

D) Conclusion drawing and verification

Answer: B

Which of the following guidelines does not enhance the usefulness of projective techniques?

A) Projective techniques should be used because the required information cannot be accurately obtained by direct methods.

B) Projective techniques should be used for exploratory research to gain initial insights and understanding.

C) Given their complexity, projective techniques should not be used naively.

D) none of the above

Answer: D

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews). A possible exception may be ________, which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements.

A) story completion

B) word association

C) sentence completion

D) cartoon tests

Answer: B

In ________, respondents are asked to play the role or assume the behavior of someone else.

A) role playing

B) sentence completion

C) cartoon test

D) third-party technique

Answer: A