Chapter (1): Introduction to Marketing Research
I-Complete the following statements:
1- The American Marketing Association (AMA) redefined Marketing Research as:
The function which links the consumer, the customer, and public to the marketer
through …………..
( INFORMATION)
2-In terms of “problems” Marketing research is classified into 2 kinds ………… &
………..
(Problem identification & Problem solution)
3- Market Potential Research & Market Share Research are considered ………..
research whilst Promotion Research & Distribution Research are considered …..
research
(Problem identification research & Problem solving research )
4- Research suppliers can be either internal or external, full service or limited
service. Syndicate services are considered …….. suppliers whilst coding and data
entry services are considered ………..
( Full service & Limited Service)
5- The general responsibility for the development and execution of all the
marketing research projects belongs to ………… whilst ……… has an overall
responsibility for design, implementation, and management of research projects.
(Research director & Project manager)
6- External Marketing research suppliers can either be full service or limited
service suppliers. ………… is an example of full service whilst ………. is an
example of limited service.
(Full-service suppliers: Syndicated services, Standardized services, Customized
services, Internet services )
Limited-service suppliers: Field services, Coding and data entry services,
Analytical services , Data analysis services, Branded marketing research products )
7- MIS is used for ……….. problems whilst DSS is used for ………. Problems.
(Structured & Un structured)
8- Marketing research is broadly categorized into problem identification research,
which anticipates potential challenges before they surface, and problem-solving
research, which includes segmentation, pricing, product, and ………… research to
formulate strategic solutions.
(promotion)
9- The first and most fundamental step in the marketing research process is
problem definition, as failing to properly define the problem may lead to wasted
resources and misleading conclusions. The subsequent step in the process that
involves framing research objectives and identifying theoretical models is the
……….
(Development of an approach to the problem)
10- Effective marketing decision-making relies on balancing controllable
variables—such as product, pricing, promotion, and distribution—against
uncontrollable environmental factors, including economic conditions,
technological advancements, legal regulations, and ……… , which can
significantly shape consumer preferences and market trends.
(social and cultural factors)
II- State the right scientific term:
1. A category of marketing research that focuses on detecting underlying
market problems, even if they are not immediately apparent, through studies
on market potential, forecasting, and trends.
(Problem identification research)
2. The structured process that guides marketing research from defining the
problem to reporting findings, consisting of six key steps. (Marketing
research process)
3. A research approach used to evaluate new product concepts, determine
optimal designs, and assess brand positioning before launching in the
market. (Product research)
4. A branch of marketing research that examines pricing policies, brand
selection behavior, and the responsiveness of demand to price fluctuations.
(Pricing research)
5. A senior marketing research role responsible for leading the development
and execution of all research projects within an organization. (Research
director)
6. A category of research suppliers that provide non-standardized, tailor-made
solutions based on the specific needs of a client. (Customized services)
7. A crucial phase in the marketing research process where collected data is
refined, structured, and analyzed to generate actionable insights. (Data
preparation and analysis)
8. A category of research that evaluates different distribution strategies, retailer
attitudes, and logistical factors affecting product availability. (Distribution
research)
9. A type of system that allows marketing managers to analyze business
scenarios by running simulations and "what-if" analyses. (Decision support
system)
10.A systematic evaluation of advertising campaigns that assesses factors such
as promotional budget allocation, media mix effectiveness, and consumer
response. (Promotional research)
Chapter (2): Defining the Marketing Research Problem and Developing an
Approach
I- Complete the following statements:
1- The process of defining a marketing research problem and developing an
approach involves multiple tasks, including discussions with decision-makers,
interviews with industry experts, secondary data analysis, and __________
research.
(qualitative)
2- A marketing research study should begin with a clear understanding of the
research problem. A common mistake in research design is failing to properly
define the problem, leading to __________ data collection and analysis.
(irrelevant)
3- The __________ is a comprehensive examination of a marketing problem,
aiming to understand its origin, nature, and possible solutions.
(problem audit)
4- The interaction between decision-makers and researchers should be
characterized by the "Seven Cs of Interaction," which include communication,
cooperation, confidence, candor, closeness, continuity, and __________.
(creativity)
5- The environmental context of the problem includes several factors such as past
information and forecasts, available resources and constraints, objectives, buyer
behavior, legal environment, economic conditions, and __________ skills.
(marketing and technological)
6- The distinction between a management decision problem and a marketing
research problem is crucial. A management decision problem focuses on what the
manager needs to decide, while the marketing research problem focuses on
__________ that will support the decision-making process.
(information collection and analysis)
7- In defining a marketing research problem, it is important to break it down into a
broad statement and specific __________ that outline the research objectives in
greater detail.
(components)
8- A well-developed approach to a marketing research problem includes
objective/theoretical foundations, an analytical model, research questions,
hypotheses, and the specification of __________ needed.
(information)
9- A research question (RQ) is a refined statement of the problem, while a
__________ (H) is an unproven statement or proposition about a factor or
phenomenon that is of interest to the researcher.
(hypothesis)
10- In marketing research, an analytical model is a set of variables and their
interrelationships designed to represent some real system or process. The three
types of analytical models include verbal models, graphical models, and
__________ models.
(mathematical)
II- State the right scientific term:
1- A process that involves multiple steps, including discussions with decisionmakers, interviews with experts, and secondary data analysis, to develop a research
problem statement.
(Problem definition process)
2- A structured approach that provides a broad statement of the marketing research
problem and breaks it down into specific components.
(Defining the marketing research problem)
3- A type of model used in research that represents relationships between variables
using words and logical reasoning rather than numerical data.
(Verbal model)
4- A visual representation of variable relationships used to illustrate the direction
of relationships without numerical analysis.
(Graphical model)
5- A mathematical representation of relationships between variables, typically
expressed in equation form, to analyze marketing data quantitatively.
(Mathematical model)
6- A detailed examination of a marketing problem, aimed at understanding its
origin, possible solutions, and the criteria for decision-making.
(Problem audit)
7- A framework that outlines the process of defining the marketing research
problem, including the environmental context, management decision problem, and
research problem formulation.
(The problem definition process)
8- A decision-making dilemma that managers face, typically focused on strategic
actions such as whether to launch a new product or change pricing.
(Management decision problem)
9- A fundamental part of marketing research that seeks to determine key
information needs, refine research questions, and test hypotheses.
(Developing an approach to the problem)
10- The process of collecting secondary data, qualitative insights, and expert
opinions to refine the marketing research problem and ensure research relevance.
(problem definition)
Chapter (3): Research Design
I- Complete the following statements:
1- A __________ is a structured plan that outlines the procedures for collecting
and analyzing data to address a marketing research problem.
(research design)
2- The three major classifications of research design are exploratory, __________,
and causal research, each serving a different purpose in the research process.
(descriptive)
3- __________ research is flexible and unstructured, often used in the initial stages
of research to gain insights and define problems more precisely.
(Exploratory)
4- Descriptive research helps estimate the percentage of a population exhibiting a
particular behavior and determine the degree to which marketing variables are
__________.
(associated)
5- In a __________ research design, multiple observations are made over time
using the same sample, allowing for the analysis of behavioral changes.
(longitudinal)
6- Cohort analysis is a method within __________ research that studies specific
groups of individuals who have experienced the same event within the same time
period.
(longitudinal)
7- Causal research is used to determine __________ relationships, identifying
which variables influence others through controlled experiments.
(cause-and-effect)
8- The two main sources of error in research designs are random sampling error
and __________ error, which includes biases in data collection and respondent
misinterpretations.
(non-sampling)
9- A __________ decision problem focuses on broad business concerns, while a
marketing research problem translates these concerns into specific research
objectives.
(management)
10- The development of a marketing research proposal includes key components
such as an executive summary, problem definition, research design, data analysis
plan, and __________ considerations.
(budgeting and scheduling)
II- State the right scientific term:
1- A framework for conducting a marketing research study that specifies the
methods for data collection, measurement, and analysis.
(Research design)
2- A type of research that provides preliminary insights, explores new ideas, and
helps refine research problems.
(Exploratory research)
3- A structured research approach aimed at quantifying relationships between
variables and describing market characteristics.
(Descriptive research)
4- A data collection method in which information is gathered from different groups
at a single point in time.
(Cross-sectional design)
5- A method of research that follows the same sample of respondents over multiple
time periods to observe changes.
(Longitudinal design)
6- A research approach that manipulates independent variables to study their effect
on dependent variables.
(Causal research)
7- A type of error that occurs when a research study does not accurately measure
what it intends to measure.
(Measurement error)
8- A situation in which respondents either do not answer a survey or refuse to
participate, leading to a lack of data.
(Non-response error)
9- A mistake in research that arises when the questions asked lead to biased or
inaccurate responses.
(Questioning error)
10- A document that outlines the research objectives, methodology, timeline, and
costs before a study is conducted.
(Marketing research proposal)
Chapter (4): Exploratory Research Design: Secondary Data
I- Complete the following statements:
1- __________ data are collected specifically for the research problem at hand,
whereas secondary data are pre-existing data collected for another purpose.
(Primary)
2- One of the key advantages of using __________ data is that they can be
obtained quickly and at a lower cost compared to primary data.
(Secondary)
3- When evaluating secondary data, researchers must assess factors such as
accuracy, timeliness, and __________, which refers to how reliable and credible
the data source is.
(dependability)
4- The classification of secondary data includes internal secondary data, published
external secondary sources, and __________, which includes online databases and
data repositories.
(computerized databases)
5- One major limitation of secondary data is the possibility of __________,
meaning the data may not perfectly fit the research problem due to differences in
definitions, units of measurement, or collection methods.
(lack of relevance)
6- Government sources such as census data and economic reports are valuable
secondary data sources because they provide __________, standardized, and
regularly updated information.
(official)
7- A key distinction between cross-sectional and longitudinal secondary data is that
__________ data tracks the same subjects over time, providing insights into trends
and behavioral changes.
(longitudinal)
8- A __________ is a research service that collects and sells large pools of data,
often used by multiple organizations for market analysis and decision-making.
(syndicated source)
9- One of the most commonly used forms of syndicated data from households is
__________ data, which tracks purchases made by consumers over time.
(scanner panel)
10- To ensure the credibility of secondary data, researchers should compare
multiple sources and check for __________ errors, such as incorrect sampling
techniques or biased data collection methods.
(measurement)
II- State the right scientific term:
1- Data that have already been collected for another purpose but can be used for a
new research study.
(Secondary data)
2- A database that provides full-text documents, such as research papers, reports,
and industry publications, for academic or business use.
(Full-text database)
3- A broad category of secondary data that includes information stored
electronically and accessed through digital platforms.
(Computerized databases)
4- A type of data source that includes company records, sales reports, and financial
statements that originate from within an organization.
(Internal secondary data)
5- A research method that collects repeated measurements from the same
respondents over time, allowing for trend analysis.
(Longitudinal research)
6- A structured collection of market-related information that is compiled and sold
by specialized agencies to businesses for strategic decision-making.
(Syndicated data)
7- A secondary data source that includes census reports, trade publications, and
government documents.
(Published external data)
8- A potential drawback of secondary data, where information may not perfectly
align with the research objectives due to differences in definitions or measurement
units.
(Lack of relevance)
9- A computerized system that integrates data from various sources to provide a
comprehensive market analysis, often used for trend prediction and consumer
behavior tracking.
(Single-source data)
10- A database that provides compiled information on specific industries,
businesses, and market trends, often used by corporate researchers and analysts.
(Industry database)