Exercises

Research Concepts

  1. What is the role of market research in business?
  2. Distinguish between data and information.
  3. What are the major data sources used by market researchers?
  4. Compare and contrast the major data sources used by market researchers.
  5. Describe some implications of a “need for speed” attitude in market research.
  6. What is a “tab”? How are tabs used in market research?
  7. List and discuss five problems with tabs.
  8. How are the “need for speed” and tabs related?
  9. What are two popular graphic displays of data? Summarize some issues with each one.
  10. Compare and contrast dynamic and static graphs and tables.
  11. Compare and contrast univariate and multivariate statistics. Give a marketing example ...

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