1. Marketing
True or False
Marketing
Fill in the
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Marketing
Explain /
Examples
Marketing Misc.
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Marketing
Terms

2. The four P’s of marketing
(aka Marketing Mix).
(previous chapter)

3. Product, Price, Place, Promotion

4. Name the 5 steps of conducting
Marketing Research

5. Step 1: Defining the Problem
Step 2: Obtaining Data
Step 3: Analyzing Data
Step 4: Recommending solutions
Step 5: Applying the Results

6. Name the two types of data used in
marketing research.

7. Primary and Secondary

8. List the three methods of obtaining
primary data.

9. Survey Method
Observation Method
Experimental Method

10. When constructing a questionnaire
they must have both Validity and
Reliability define each.

11. Validity exists when the questions
asked measure what was intended to
be measured
Reliability exists when a research
technique produces nearly identical
results in repeated trials

12. True or False….
Secondary data is gathered specifically to
answer the problem.

13. False.
The data was compiled for some other
reason and is being used in the study.

14. True or False…..
AC Nelson is known for it’s work as a
company who specializes in opinion
research (or attitude research)
(previous chapter)

15. False…..Gallup is known for Opinion
Research

16. True or False
A focus group is a group of six to ten
people who are brought together by
researchers to discuss a particular
situation or reactions to a product.

17. True

18. True or False…
An open-ended question allows you to
choose an answer from a selection of
possible responses.

19. False….
An open ended question lets you write a
response any response.
A forced – choice question forces you to
choose an answer from the selections.

20. True or False….
The research method that is best used as
a means of gathering information about
customer behavior and preferences is the
experimental method.

21. False….The observation method is best
for determining customer behavior and
preferences

22. The most difficult step in the marketing
research process is ________ _______.

23. define problem

24. _________ _________ is information
obtained for the first time and used for
a specific problem or issue under
study.

25. Primary Data

26. __________ method gathers information
by the use of interviews and
questionnaires.

27. Survey

28. ________ method uses a controlled
approach used to test the results of
changing one or more marketing
variables while keeping others
constant.

29. Experimental

30. When constructing a questionnaire:
Cats Eat Plenty Of Delicious Cod refers to:
C_________
E_________
P_________
O_________
D_________
C_________

31. Clear
Easily Understood
Professionally Presented
Organized
Demographic questions at the end
Concise

32. Explain where we can get secondary data
from.

33. Internet Sources
U.S. Government
Consumer & Business Information
Companies
Business & Trade Publications

34. What are the advantages and
disadvantages of secondary data?

35. 1. Advantages
•
•
•
Easily Obtained
Generally inexpensive
Quick to collect
1. Disadvantages
•
•
Non-applicable
Inaccurate or outdated

36. What are the advantages and
disadvantages of the observation
method of collecting primary data?

37. 1. Advantages
•
•
Faster than interviews
Cost effective
1. Disadvantages
•
Doesn’t measure attitudes or motivation

38. What are the advantages and
disadvantages of the experimental
method of collecting primary data?

39. 1. Advantages
•
Excellent source of info in situations where
different approaches or ideas need to be compared
1. Disadvantages
•
•
Very costly
People respond differently in contrast to actual
buying situations.

40. Kmart hires a mystery shopping service to
obtain information about its customers.
Is this primary or secondary research?

41. Primary

42. This observation technique involves the
recording of the number of people or
cars passing a given location. What is
the technique called?

43. Traffic Count

44. Psychographics is the study of consumers
based on…..
(previous chapter)

45. Social and psychological
characteristics….
Attitudes-Lifestyles-Leisure Time- Values

46. Identify and describe the different ways we
can obtain data using the Observation
method.

47. 1. Mystery Shopper: Someone who
poses as a customer
2. Traffic count – number of people or
cars that enter

48. Identify and describe the 4 different ways we
can obtain data using the survey method.

49. • In person:
» Personal Interviews, Mall Intercept, Focus Groups
• Telephone:
» Telephone Interviews
• Mail:
» Mail Survey
• Internet:
» Online Survey

50. Identify the 5 steps of conducting marketing
research and explain three of the steps in
detail.

51. 1. Define the problem- the problem or research issue
is clearly identified. (hardest step)
2. Obtaining Data- data collected and examined in
terms of the problem (primary and secondary
data)
3. Analyzing the data – The process of compiling,
analyzing and interpreting the results of primary
and secondary data.
4. Recommending solutions – conclusions drawn
from the research are presented in an organized
and well-written report.
5. Applying the results – the company takes action
either inconclusive results from the research and
additional research is needed or they act and
monitor progress.