Marketing – Qualitative and Quantitative Research
Through a series of different scenarios and multiple choice
questions and examples, learn which research techniques belong to marketing
qualitative or quantitative research.
EXAMPLE QUESTIONS:
PART 1
Scenario 1: A marketer is trying to learn about current
industry trends to generate ideas for future products. He has purchased several
reports from industry organizations and has done some research on the internet.
This is an example of:
A. Primary
B. Secondary
Scenario 2: A marketer is a arranging a series of
discussions and interviews with opinion leaders to learn more about their views
on the current range of product offerings. This is an example of:
A. Qualitative
research
B. Quantitative
research
Scenario 3: A marketer has commissioned a series of
telephone surveys to discover which candidate each respondent is planning on
voting for and why. This is an example of:
A. Qualitative
research
B. Quantitative
research
Scenario 4: A marketer wants to gain more insight into the
types of amenities that a new apartment complex might want to offer in order to
compete effectively for possible renters. The marketer has arranged some focus
groups to explore the issue. This is an example of:
A. Primary
research
B. Secondary
research
Scenario 5: A marketer is reviewing a series of research
reports that were generated six months ago, 12 months ago and 18 months ago to
determine the levels of brand awareness among a particular customers group. The
marketer is considering commissioning a new study. This is an example of:
A. Primary
research
B. Secondary
research
PART 2
First, match the following marketing decisions to one of the
research scenarios listed in Part 1:
A. The
marketer knows that this information is valuable and could be sold.
B. The
marketer is considering doing some testimonial advertising.
C. The
marketer decides that if not much has changed s/he might not proceed with its
original plans.
D. The
marketer decides after reviewing the information, to share it with colleagues
and then to hold a brainstorming meeting.
E. The
marketer decides to do a survey to gain further insights.
Second, explain your pairings; why do you think the
marketing decisions listed in Part 2 match the specific research scenario
outlined in Part 1?
