Explain the purpose of media research.

Identify what organizations conduct marketing research.

Calculating Costs for Direct Mail Your company plans to send a marketing questionnaire to $40$ percent of the names on a mailing list of $20,000$ people. The mailing list was purchased from another company for $\$ 0.20$ per name. Each questionnaire costs $\$ 0.10$ to print; mailing costs are $\$ 0.55$ each; and the cost of writing the questionnaire, analyzing the information, and preparing the report is $\$ 15,000$. What is the total cost?

Multi-Step Problems When solving problems that require multiple steps, make a list of the information given in the problem and information for which you are solving. This will clarify the relationship between the two.

Data-Mining Technologies Perform library and online research using at least three different sources of information on data-mining technologies and software applications. Compare and contrast the views of marketing professionals with privacy advocates on the benefits and disadvantages of data mining. Identify the sources used and outline the benefits and disadvantages in a one-page outline.

Mobile Phone Research Imagine that you are employed in an interviewing-services research firm that collects data through the Internet, by telephone, by mail, and by in-person interviews. You are assigned to investigate the use of mobile phones for collecting interview data for clients. Investigate the process and benefits of using mobile phones for data collection.

• List the steps that you must take to sell the concept to your clients.
• What potential benefits might data collection by mobile phone give clients?
• What are some methods you could use to collect data on mobile phones?
• How can customers' information be studied and analyzed on a large scale?

Calculating Household Market Research You work for a full-service marketing research firm. You have been asked to calculate the total amount spent on market research. If $\$ 753$ is spent on each of $2,400$ households, what is the total amount?

Honest Answers? You have a part-time job in the marketing research department of a large corporation. You and three coworkers are gathering information through mailed surveys. Your supervisor wants each of you to complete at least $30$ surveys a day, which can be difficult. One coworker adds responses to some incomplete surveys that have missing responses in order to reach the quota of $30$ surveys. What should you do? Discuss with a partner.

Write your own definition for each content and academic vocabulary term.

Content Vocabulary

• marketing research (p. $\bf{655}$)
• marketing information system (p. $\bf{658}$)
• database marketing (p. $\bf{658}$)
• database (p. $\bf{658}$)
• quantitative research (p. $\bf{663}$)
• qualitative research (p. $\bf{663}$)
• attitude research (p. $\bf{663}$)
• market intelligence (p. $\bf{664}$)
• media research (p. $\bf{665}$)
• product research (p. $\bf{668}$)

Academic Vocabulary

• obtained (p. $\bf{656}$)
• overall (p. $\bf{658}$)
• anticipate (p.$\bf{664}$)
• associated (p. $\bf{666}$)

Directions Read the following questions. On a separate piece of paper, write the best possible answer for each one.

Which of the following types of marketing research includes information about sales and economic forecasting?

A. Attitude and opinion research

B. Market intelligence

C. Media research

D. Product research

Explain why marketing research is important.

Differentiate between attitude and market intelligence research.

A researcher finds that people who exercise for at least 5 hours per week eat high-fat foods less often than people who exercise less than 5 hours per week.

a. What type of research is this? Explain how you know.

b. Can the researcher conclude that exercise causes people to eat high-fat foods less frequently? Explain.

Which of the research methods discussed would be best suited to research the effectiveness of the D.A.R.E. program in preventing the use of alcohol and other drugs? Why?

Choose a topic from this section to research. Then, narrow it down by creating a concept web. Choose one of the outer circles as a manageable topic for a research paper .