Marketing Research: Definition, Purpose and Role in Marketing Strategy


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question 1 of 3

Which one of the following scenarios represents a marketing research study?

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1. Which of the following would be considered secondary data collection?

2. Which of the following is an example of a closed-ended question?

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About This Quiz & Worksheet

Marketing research provides businesses with data and analysis on customers, competitors and the demand for products and services so that owners and managers can make informed decisions about different aspects of a new or existing business. This quiz/worksheet combo will help you understand how marketing research works, and how it can contribute to the success of all enterprises, large and small.

Quiz & Worksheet Goals

In these assessments, you'll be tested on:

  • Types of marketing research
  • Secondary marketing data
  • Closed-ended questions
  • The term for the type of research that studies human behavior in its natural context
  • Types of surveying

Skills Practiced

This quiz and worksheet lets students practice the following skills:

  • Knowledge application - use your understanding of marketing research to answer questions about different techniques for gathering information
  • Defining key concepts - accurately define key terms, such as focus groups and ethnographic research
  • Distingushing differences - compare and contrast the value of primary and secondary data
  • Making connections - use your understanding of marketing research to examine its value for political campaigns

Additional Learning

To learn more, review the accompanying lesson on marketing research. This lesson covers the following objectives:

  • Understand the uses of marketing research
  • Know the types of secondary data and their sources
  • Define focus group
  • Review different survey techniques
  • Explore different ways to analyze marketing data