The activity of gathering information about consumers needs and preferences

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Information collected from marketing surveys is an example of ______ data.
A. Primary
B. Experimental
C. Secondary
D. Observational
The real value of marketing research is the ______, the information that can give a company a strong advantage over the competition.
A. Customer insight
B. Product testing
C. Competitive edge
D. Internal data
The results of market research are used to identify the _______ for a product.
A. Convenience sample
B. Cultural differences
C. Probability sample
D. Target Marketing
What can you conclude is the reason why secondary data is desirable?
A. It includes survey information from consumers
B. It includes information not usually accessible to a company
C. It includes focus group data
D. It includes information that a company has in its databases
When starting to gather data, marketing researchers typically begin with
A. Primary data
B. Survey data
C. Secondary data
D. Focus Group data
Observational research data is valuable because it allows companies to obtain information that people are often unwilling or unable to provide. Which of the following is not a limitation of observational research?
A. Feeling, attitudes, and motives cannot be observed
B. Participants can be seen but not heard
C. Observations are very difficult to interpret
D. Certain private behaviors are unknown and cannot be observed
A company marketing team identifies a small group of consumers who fit the profile of the typical customer. The team observes, gathers survey information from, or hangs out these typical customers, to gain insight into how the customer make product choices in order to design a future, more rigorous study. The data collection method used in this example is
A. Observational research
B. Focus group research
C. Case study research
D. Exploratory Research
The marketing team for a local bakery wishes to examine data they have collected over the year to see how the results vary between several categories. What form of analysis should be used?
A. Tabulation
B. Cross tabulation
C. Data mining
D. Average difference
A company wants to ensure that the data it has collected over the year is useful. Based on the characteristics of data, what is needed to make the results useful?
A. Interpretation
B. Collection
C. Translation
D. Tabulation
A company wants to determine what price consumers will pay for a new sandwich. At one store, the company charges $3.59. At another comparable store, the company charges $4.59. Sales are tracked at both locations for a one month period. The data collected in this example is ______ data.
A. Ethnographic
B. Quantitative
C. Qualitative
D. Exploratory.