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MARKETING RESEARCH STUDY QUESTIONS FOR EXAM #1

Introduction
What is marketing research?

What types of activities are included in marketing research?

How many companies use marketing research?

What are some fallacies regarding marketing research?

What are some good reasons for doing marketing research? What are some wrong reasons?

How much risk is reduced by using marketing research in helping make marketing decisions?

Who does marketing research? Who does the most?

What are the major positions offered in marketing research careers?

How is marketing research organized? What forms of organization are used most often?

What is the difference between a program strategy and a project strategy?

What is a Marketing Information System (MIS)? What is a Decision Support System (DSS)? What is the difference between them?

What are the stages in the marketing research process? What goes on at each stage? How are the stages related to each other?

Who should determine the objectives for doing a research study?

What is ALCA?

Research Design
How are hypotheses generated?

What is the purpose of doing exploratory research? What are ways of doing exploratory research?

What is an experience survey? When is it most useful?

What is the purpose of doing descriptive research? What are ways of doing descriptive research?

What is a dummy table [used in doing descriptive research]?

What is turnover analysis? When can it be done? How is it done?

What are panels? Why might panels not be representative over time?

What is causal research? What is its purpose?

What is a test market? What types of test markets are there?

Secondary Data
What data and sources should be used first?

What is the procedure used in searching for relevant secondary data using the computer?

What are the three uses of secondary

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