Match the letter of the definition/statement in Column 1 to the term in Column 2 to which the definition corresponds/that completes the statementPart A. Match the letter of the definition/statement in Column 1 to the term in Column 2 to which
the definition corresponds/that completes the statement. (15 points)
Definitions/Statements
Corresponding Term
A. This is the process of acquiring information about consumers and 1. Developing research
their behaviors, through various quantitative or qualitative methods.
objectives
B. research is descriptive in nature and its results are used for 2. Primary data
strategic marketing decisions.
c research consists of depth interviews, focus groups, metaphor 3. Structured
analysis, collage research, and projective techniques.
D. The consumer research process starts with this.
4. Quantitative
E. Sources of include in-house sales and accounting records, 5. Validity
salespeople reports and other in-house databases; external sources such
as government publications, the Internet, newspapers, market research
firms.
F. These are data that are collected by a brand to address research 6. Secondary data
objectives specific to the brand.
G. Among the different types of research methods are survey,
7. Experiment
experiment, depth interview, projective techniques, focus group, and
H. A questionnaire is an example of this.
8. Direct
I. This kind of research method involves manipulating one marketing 9. Observation
variable, such as price, to see how it will affect another marketing
variable, e.g., purchase of the brand.
J. This is a qualitative research method that consists of a variety of 10. Research instrument
disguised “tests” such as ink-blot tests, word associations, sentence
completions, and even story telling.
K. If a study has it collects the appropriate data for the study. 11. Reliability
L. A study has _ if the same questions, asked of a similar sample, 12. Consumer research
produce the same findings.
M. are a subset of the population used to estimate characteristics 13. Projective techniques
of the entire population.
N. observation means watching behavior as it occurs; for example, 14. Samples
standing in the grocery store and watching people purchasing orange
juice.
0. In the case of observation, the researcher determines before the 15. Qualitative
observation which behaviors will be observed and recorded
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