In which phase of the marketing plan development process would a researcher expect to do the majority of their analysis work?
(1 point)
Responses
gathering data
gathering data
interpreting data
interpreting data
taking action
taking action
developing a plan
interpreting data
Which is an example of a company behaving unethically in the process of conducting market research?
(1 point)
Responses
a company that sends an email survey to existing customers with a clever subject line
a company that sends an email survey to existing customers with a clever subject line
a company that conducts supposedly “independent” phone surveys that include negative claims about a competitor’s product
a company that conducts supposedly “independent” phone surveys that include negative claims about a competitor’s product
a text messaging research campaign that contacts shoppers who’ve agreed to receive text surveys
a text messaging research campaign that contacts shoppers who’ve agreed to receive text surveys
a marketing firm that holds a focus group for a client who doesn’t want to be identified, because it could affect the results
a marketing firm that holds a focus group for a client who doesn’t want to be identified, because it could affect the results
a company that conducts supposedly “independent” phone surveys that include negative claims about a competitor’s product
Kayak innovator Oru had a vision of making the water more accessible for all. After conducting extensive market research, they produced a foldable fleet of attractive kayaks, compact and light weight, that don’t compromise on safety or performance. In short, they made the perfect product for their users. Which aspect of product development did the Oru team MOST excel at?
(1 point)
Responses
Creating brand loyalty among early adopters
Creating brand loyalty among early adopters
Designing both a core and augmented product
Designing both a core and augmented product
Understanding the potential of new technology
Understanding the potential of new technology
Consulting with customers to understand their needs
Consulting with customers to understand their needs
Pei and Alex are still in the early stages of planning their new real estate investment business. In addition to doing research on their own, they’ve hired a small market research firm to help them better understand the industry and the market. Which type of market research are they MOST likely performing?
(1 point)
Responses
primary
primary
causal
causal
descriptive
descriptive
secondary
secondary
Market research activities fall into two broad categories: _____ and _____.
(1 point)
Responses
primary, exploratory
primary, exploratory
description causation
description causation
data collection, analysis
data collection, analysis
secondary, online
Margaret recently took an online marketing survey that popped up while she was in the middle of shopping for a camping tent. The survey asked her to rate three different payment options for a popular tent model. Based on that question, what kind of research was the survey MOST likely focused on?
(1 point)
Responses
pricing research
pricing research
sales research
sales research
customer research
customer research
market research