MARKETING RESEARCH

QUIZ TOPIC 10TH

BY:
Delya Pratiwi
17059259

MANAJEMEN DUAL DEGREE

FAKULTAS EKONOMI
UNIVERSITAS NEGERI PADANG
2021
1. What are the seven components of the marketing research report? Briefly discuss each
component and why it is important.

Answer:

1. The research objectives, Objectives are more open-ended in quantitative research

and are broader and more general in qualitative research.

2. The research questions, Similar to the objectives, questions in qualitative research

tend to be more general and broad and questions in quantitative research are more
openopened.

3. Literature review and relevant secondary data, The review and secondary data
are usually integrated in the analysis of findings in qualitative data analysis instead of
being presented separate from the other findings.

4. A description of the secondary data, In both qualitative and quantitative research

the secondary data description helps develop credibility, which is very important. The
goal is for the study to be accurate and believable.

5. Findings displayed in tables, graphs, or charts, This is also very important.

Statistics are the “bread and butter” of a quantitative presentation, but must also be
presented in a way that all can understand.

6. Interpretation and summary of the findings, Researchers must provide technical

or complex information in a manner that is understandable to all potential parties.

7. Conclusions and recommendations, This is the final step in any report and should
be used to warp-up ideas, reiterate the major points and make sure that the readers
understand what you want them to take away from this study

2. In the context of the marketing research report, what is the primary goal of the
executive summary?

Answer:

The primary goals of the executive summary are to provide a condensed

version of the main document, such as a business plan, and to grab the attention of the
reader(s).
3. What are the primary topics/issues that need to be addressed in the research methods-
and-procedures section of a marketing research report?

Answer:

Communicates how the research was conducted, Issues addressed:

a. Research design used

b. Types of secondary data included
c. Procedure used to collect primary data, if any
d. Sample and sampling processes

4. Why are conclusions and recommendations included in a marketing research report?

Answer:

Because in marketing research there must be input and suggestions so that

further researchers can improve and add more and more accurate information. and If
this is not done, they will state the problem without offering any means of combating
or fixing the problem.

5. What are the common problems associated with the marketing research report?

Answer:

 Lack of data interpretation

 Unnecessary use of complex statistics
 Emphasis on packaging instead of quality
 Lack of Relevance
 Placing too much emphasis on a few statistics

6. Why is it important to explain limitations in your marketing research report?

Answer:

The marketing research report provides a written representation of the research

project. The research project is limited by its scope, objectives and constraints such as
sample size, data collection techniques and duration. This restricts the answers to the
research problem under specific boundaries which is reflected in the constraints on the
research findings. A limitation section is included in the marketing research report to
make the readers aware of such restriction faced during the research process. The
importance of providing limitation in the marketing research report is discussed in this
question.