Exam 10: Gathering and Using Information: Marketing Research and Market Intelligence

Market research is the process of researching a specific market to determine its size and trends.

_____ is data generated about the number of people who visit a Web site and its various pages.

Industrial espionage mainly involves examining content in blogs,and other online media to determine what people are thinking at any given time.

Face-to-face surveys allow researchers to ask more complex questions than mail surveys.

There is little need to be skeptical of secondary data.

Companies who neglect the task of gathering market intelligence are vulnerable.

Marketing research is utilized when market intelligence,internal company data,and analytics software falls short.

Face-to-face surveys are less expensive to administer than mail surveys.

What types of questions should marketers ask when gauging the credibility of secondary data? Who gathered the information?

A(n)_____ question is potentially confusing because it asks two questions in the same question.

Projective techniques utilize specific,direct questions to reveal information.

List and describe sources of market intelligence.

Suppliers are a source of market intelligence.

The primary purpose of market research is to collect,analyze,and report marketing information that can be used to answer questions or solve problems so as to improve a company's bottom line.

It is important to keep the audience in mind when writing a research report.

Defining a research problem is typically an task for a company.

The _____ section of the research report summarizes all the details in the report in a very quick way.

What is stated in the code of ethics established by the Society of Competitive Intelligence Professionals?

A _____ looks at how another company solved a problem being researched.

Mark has been enlisted by his boss to conduct a focus group. What will Mark need to do to accomplish this?