Marketing 352 Final Exam Question
and answers rated A+ 2025/2026
Marketing Research - correct answer ✔Process of designing, gathering, analyzing & reporting
information that may be used to solve a marketing problem (i.e., creates marketing deliverables
- Links an organization to its market through the gathering of information
Internal Marketing Research - correct answer ✔- Methodological consistency
- Lower research costs
- Actionable research results
External Marketing Research - correct answer ✔- More objective & less subject to company politics
- Specialized skills
- Greater flexibility
Applied Research - correct answer ✔Research designed to solve a specific problem - usually for a
specific company
Basic Research - correct answer ✔Research designed to extend knowledge of marketing phenomena
(academic journals)
Marketing Research Process - correct answer ✔Problem Definition
Research Design
Sampling
Data Gathering
,Data Analysis
Report Results
Process guided by the scientific method - research should be logical, objective, systematic, reliable and
valid
Secondary Data - correct answer ✔Information that has been collected for a purpose other than the
research at hand
Primary Data - correct answer ✔Information that has been gathered specifically for the research
objectives at hand
Exploratory Research - correct answer ✔- Focus Groups
- Content Analysis
- Observation
- Secondary Source
Insights to define the problem situation
Understanding of motivations, attitudes & behaviors not easily accessible through other methods
Descriptive Research - correct answer ✔- Cross-Tabs
- T-tests, ANOVA
- Regression
Quantitative data to answer research questions such as who, what, when, where & how
Information about competitors, target markets & environmental factors
, Causal Research - correct answer ✔- Experiments
Research used to determine cause-and-effect relationships between two or more variables
Census - correct answer ✔Attempts to collect data from everyone in the target market
Sample - correct answer ✔Small # of members of the target population the researcher is interested in,
used to generalize the findings to a larger population
Data Gathering - correct answer ✔Options
Human: in-depth interviews, focus groups, observation
Machine: scanner data, observation
Self-report: surveys
Keys: bias, depth, accuracy, resources
Frequencies, Cross-tabs, Chi-Squared - correct answer ✔What are examples of Non-Metric data?
T-tests, ANOVA, Regression - correct answer ✔What are examples of Metric data?
Value of Information - correct answer ✔Amount a decision maker would be willing to pay for
information prior to making a decision
Literature Review - correct answer ✔A comprehensive examination of available information that is
related to your research topic
Reasons for a Literature Review - correct answer ✔- Clarify the research problem and questions
and answers rated A+ 2025/2026
Marketing Research - correct answer ✔Process of designing, gathering, analyzing & reporting
information that may be used to solve a marketing problem (i.e., creates marketing deliverables
- Links an organization to its market through the gathering of information
Internal Marketing Research - correct answer ✔- Methodological consistency
- Lower research costs
- Actionable research results
External Marketing Research - correct answer ✔- More objective & less subject to company politics
- Specialized skills
- Greater flexibility
Applied Research - correct answer ✔Research designed to solve a specific problem - usually for a
specific company
Basic Research - correct answer ✔Research designed to extend knowledge of marketing phenomena
(academic journals)
Marketing Research Process - correct answer ✔Problem Definition
Research Design
Sampling
Data Gathering
,Data Analysis
Report Results
Process guided by the scientific method - research should be logical, objective, systematic, reliable and
valid
Secondary Data - correct answer ✔Information that has been collected for a purpose other than the
research at hand
Primary Data - correct answer ✔Information that has been gathered specifically for the research
objectives at hand
Exploratory Research - correct answer ✔- Focus Groups
- Content Analysis
- Observation
- Secondary Source
Insights to define the problem situation
Understanding of motivations, attitudes & behaviors not easily accessible through other methods
Descriptive Research - correct answer ✔- Cross-Tabs
- T-tests, ANOVA
- Regression
Quantitative data to answer research questions such as who, what, when, where & how
Information about competitors, target markets & environmental factors
, Causal Research - correct answer ✔- Experiments
Research used to determine cause-and-effect relationships between two or more variables
Census - correct answer ✔Attempts to collect data from everyone in the target market
Sample - correct answer ✔Small # of members of the target population the researcher is interested in,
used to generalize the findings to a larger population
Data Gathering - correct answer ✔Options
Human: in-depth interviews, focus groups, observation
Machine: scanner data, observation
Self-report: surveys
Keys: bias, depth, accuracy, resources
Frequencies, Cross-tabs, Chi-Squared - correct answer ✔What are examples of Non-Metric data?
T-tests, ANOVA, Regression - correct answer ✔What are examples of Metric data?
Value of Information - correct answer ✔Amount a decision maker would be willing to pay for
information prior to making a decision
Literature Review - correct answer ✔A comprehensive examination of available information that is
related to your research topic
Reasons for a Literature Review - correct answer ✔- Clarify the research problem and questions
