Chapter 6Test Review

Should businesses know their customers to be successful?

When should secondary research be conducted?

Which type of research is original research done for a specific market situation?

Explain data mining. Which research type allows for inferences to

be made? What are three examples of direct

marketing?

TEAM 1

What are the steps in the research process? Explain: product development, pricing,

distribution. Where would internal research come from? What are the research methods used in

primary research? What is a disadvantage of mail

questionnaires? What are the indirect channels of

distribution?

Team 2

Define:◦ Census: ◦ Channel of distribution◦ Market research◦ Infomercial◦ Primary research◦ Direct channel◦ Observation method◦ Secondary research◦ Sample◦ Indirect channel

ENTIRE CLASS

Purpose, steps & reasons for market research process.◦ Including specific examples

Purpose of target market.◦ 4 ways to segment a market

With examples◦ How do businesses use this concept?

Short Answer

1. Yes, because they need to know who their target market/audience is. Demographics need to be taken into consideration as well.

2. Secondary research should be conducted before primary research because secondary research may answer the research question already.

3. Primary research is done for a specific market and situation.

4. Data mining is collecting data and looking for relationships.

5. Qualitative research is reported in paragraph form. You can’t make conclusions, just draw inferences based on facts.

6. Email, telemarketer phone calls, direct mail

1. Identify problem, secondary research, primary research, collect data, analyze.

2. Product development- decide what you are selling. Pricing- reasonable price based on research. Distribution- Direct/Indirect channels of distribution.

3. The research comes from the building/company/school the researchers are using.

4. Experiment, observation, survey 5. People throw out “junk” mail. 6. The indirect channels of distribution are:

manufacturers, wholesalers, retailers, agents

Team 2

Census: A study conducted to determine research planning. Everyone is counted.

Channel of distribution- the path the product takes from the producer to the consumer

Market research: The process of systematically collecting, analyzing & reporting data.

Infomercial- TV program that promotes a product and informs in a supposedly objective way.

Direct channel – path taken without any intermediaries between the producer and consumer.

Vocabulary