Marketing Research Short Answers Exam

3. (2pts) Give an example of the categories that could be used for the following question:

What is your income?

4. Explain how you would go about identifying a company’s target. (6 pts) in other words, Name and describe the types of research you might do as well as the order you would do it in?

5. (3 pts) Define, targeting, segmentation and positioning then (3pts) briefly describe their relationship to each other including the order that they should take place.

These are the responses to a survey. This respondent whose answers you see here is identified as Respondent B. (Respondent A is just an example for the spreadsheet – you do not see respondent A’s actual survey) There is a codebook following the survey which might help you in determining how to answer the questions.

Q1: What is your Gender?

☐Male ☒Female

Q2: Before purchasing a new kitchen appliance I look for information using the following sources (check all that apply)

☒Search engine

☐Social Media

☒Traditional Newspaper

☐Friends and Family (WOM)

☒Retail Stores

Q3: Please consider your last purchase of a kitchen appliance and respond to the following questions by indicating your level of agreement:

Fill in the row for Respondent B table based on the responses to the survey above: (1 pts each – fill in 9 cells)

This code book can be used to assist with the responses to the survey.