Scribd Logo
Upload

Welcome to Scribd!

  • PMK Tut 4 MIS

    Uploaded by

    Hà Đào
    11 views2 pages
    1. The four steps of the marketing research process are: define the problem/objectives, develop a research plan, implement by collecting and analyzing data, and interpret and report findings. 2. The differences between research methods are: causal research tests hypotheses, exploratory research defines problems and suggests areas for further research, and descriptive research simply describes things. 3. It makes sense to use secondary data before primary data because secondary data already exists and can help define problems before expending resources to collect primary data.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    1. The four steps of the marketing research process are: define the problem/objectives, develop a research plan, implement by collecting and analyzing data, and interpret and report findings. 2. The differences between research methods are: causal research tests hypotheses, exploratory research defines problems and suggests areas for further research, and descriptive research simply describes things. 3. It makes sense to use secondary data before primary data because secondary data already exists and can help define problems before expending resources to collect primary data.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    11 views2 pages

    PMK Tut 4 MIS

    Uploaded by

    Hà Đào
    1. The four steps of the marketing research process are: define the problem/objectives, develop a research plan, implement by collecting and analyzing data, and interpret and report findings. 2. The differences between research methods are: causal research tests hypotheses, exploratory research defines problems and suggests areas for further research, and descriptive research simply describes things. 3. It makes sense to use secondary data before primary data because secondary data already exists and can help define problems before expending resources to collect primary data.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    1.

    Four step : define problem/ objectives -> develop research plan -> Implement: collect/analyze data -> Interpret and report findings
    2. Casual: test the hypothesis. Exploratory: define the problem and suggest the research mention. Description: describe things
    3. Primary data refers to the first hand data gathered by the researcher himself. Secondary data means data collected by someone else earlier

    PMK Tutorial - week 4


    Think-Pair-Share

    Consider the following questions, formulate and answer, pair with a student, share your
    thoughts with one another.

    1. What are the four steps of the marketing research process?

    2. What are the differences between causal, exploratory, and descriptive research methods?

    3. Why does it make sense to use secondary data before you turn to primary data?

    4. What are some of the more substantial drawbacks of observational research?


    difficult to control variables, time intensive and expensive to conduct observational studies

    Internet exercises

    1. www.adidas.com

    2. www.apple.com

    Check out these Web sites and discover the many social media vehicles these brands use to
    gather information from its consumers.

    MCQs

    1. A marketing information system (MIS) consists of people and procedures to assess


    information needs, ________, and help decision makers analyze and use the
    information.
    A. experiment to develop information
    B. develop the needed information
    C. test market the information
    D. question the needed information

    2. Diana Dion is currently researching data sources from within her company to make
    marketing decisions. Diana is making use of ________ databases.
    A. Public
    B. Online
    C. External
    D. Internal
    3. ________ is the systematic design, collection, analysis, and reporting of data relevant to
    a specific marketing situation facing an organization.
    A. Causal research
    B. Competitive marketing intelligence
    C. Marketing research
    D. The MIS

    4. Which of the following is LEAST likely to be a benefit of conducting marketing research?


    A. measuring the effectiveness of pricing and accounting
    B. understanding customer motivation
    C. assessing market potential and market share
    D. measuring the effectiveness of distribution and promotion activities
    E. understanding customer satisfaction and purchase behavior

    5. Secondary data consists of information ________.


    A. that already exists but was collected for a different purpose
    B. that already exists somewhere but is outdated
    C. that does not currently exist in an organized form
    D. that researchers can only obtain through surveys and observation

    6. ABC Company has decided to use mail questionnaires to collect data. This method has
    all the following advantages EXCEPT which one?
    A. low cost per respondent
    B. may encourage more honest answers
    C. has a fairly low response rate

    You might also like