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PMK Tut 4 MIS

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.

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114 views2 pages

PMK Tut 4 MIS

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.

Uploaded by

Hà Đào
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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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

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