Course : Market Research Method

Descriptive research is used for *

Develop hypothesis

Formulate a problem

Identify an alternative course of action

Determine the perception of a product characteristic

Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take *

Defining the problem and research objectives

Developing the research plan

Determining a research approach

Selecting a research agency to help

When a manager says to a researcher, "Here is what I want to know..." the researcher should ask: *

What decision are you trying to make?

What are you willing to pay for that information?

How long have you known this is what you need?

In which format should we give you the answer?

Company ABC made a major marketing mistake by adding two new flavors; hazelnut and strawberry to increase its sales. Looking back, marketers can now see that a major problem for the company was that it: *

Did not spend enough money on advertising to make the new brand work

Defined its marketing research problem too narrowly

Failed to take into account the growing influence of the Internet on consumer spending

None of the above