What do researchers mean by "secondary data"?

A.
Information from research already conducted for another purpose

B.
Data collected specifically for the researcher’s own study

C.
Data considered less important than primary data

D.
Data collected after any research to gather primary data
A. Information from research already conducted for another purpose
To interpret research data and arrive at useful recommendations, researchers return to the original research question and _____.

A.
primary data

B.
focus groups

C.
marketing problem

D.
secondary data
C. marketing problem
Monique calls a management meeting to discuss why sales have been falling at the company's store on Main Street. She begins by explaining that the trend is just a symptom. What should the group do next?

A.
Write a survey about the problem.

B.
Construct tables of data.

C.
Ask what is causing the sales to decline.

D.
Test some hypotheses about the decline.
C. Ask what is causing the sales to decline.
Ricardo conducts a survey to learn where consumers get information for buying used cars. This is an example of _____.

A.
market research only

B.
both market research and marketing research

C.
marketing research only

D.
secondary research
C. marketing research only
Zach is starting to construct a table. What should he write first?

A.
Entries that are arranged in alphabetical order

B.
Column headings that summarize the table's contents

C.
Entries arranged across the top of the table

D.
A title describing what information the table presents
D. A title describing what information the table presents
Researchers have defined the marketing problem. What is the next step in the marketing research process?

A.
Design the study.

B.
Collect the data.

C.
Recommend a solution.

D.
Interpret the data.