MKTG325 EXAM 1 GIVI WEST
VIRGINIA UNIVERSITY EXAM
QUESTIONS & UPDATED COMPLETE
SOLUTIONS
4 P's - Correct Answer ✔✔ Product, Price, Place, Promotion
THEY ARE INTERRELATED
3 roles of marketing research - Correct Answer ✔✔ descriptive, diagnostic, predictive
descriptive research - Correct Answer ✔✔ The gathering and presenting of statements
and facts
ex:Conducting research to calculate the average age of all users of an online retailing
website
Diagnostic Research - Correct Answer ✔✔ Explaining data or actions
ex:Conducting research to understand why consumers gave a low taste rating to a new
menu item
Predictive research - Correct Answer ✔✔ The specification of how to use descriptive
and diagnostic research to predict the results of a planned marketing research
ex: Conducting research to understand whether consumers will be more likely to
purchase a product after viewing a new advertisement
Applied research - Correct Answer ✔✔ Research aimed at solving a specific, pragmatic
problem
Mostly performed by practitioners
Basic research - Correct Answer ✔✔ Research aimed at expanding the frontiers of
knowledge
Mostly performed by academics
example of applied research - Correct Answer ✔✔ -If increasing the price of iPhone will
affect consumers' loyalty to Apple
-The demographic characteristics of Honda users in the U.S.
, examples of basic research - Correct Answer ✔✔ -When and why consumers do vs. do
not prefer products over experiences
-How consumption norms differ in eastern vs. western cultures
Marketing research structure - Correct Answer ✔✔ -information users (clients)
-Marketing research suppliers
-marketing research supplier service firms
marketing research suppliers - Correct Answer ✔✔ -Custom research firms
-Syndicated research firms
-Competitive intelligence providers
-Limited-function research firms
-Big data analytic firms
Marketing research users (clients) - Correct Answer ✔✔ -Retailers
-manufacturers
-Governments
-Universities
-Charitable
-organizations
marketing research supplier service firms - Correct Answer ✔✔ - Field service firms
- Specialized service firms
-software firms
Unethical behavior by clients - Correct Answer ✔✔ -Requesting bids when a supplier
has been predetermined
-Requesting bids to obtain free advice and methodology
-Making false promises
Unethical behavior by suppliers - Correct Answer ✔✔ -Low ball pricing
-Allowing subjectivity into the research
-Abusing respondents
-Selling unnecessary research
-Violating client confidentiality
-Black box branding
Participants rights - Correct Answer ✔✔ -Right to choose
-Right to safety
-Right to be informed
-Right to privacy
Exploratory research can lead you to realize... - Correct Answer ✔✔ 1) it is not
worthwhile to conduct the main research program; or 2) it is worthwhile to conduct the
main research program
VIRGINIA UNIVERSITY EXAM
QUESTIONS & UPDATED COMPLETE
SOLUTIONS
4 P's - Correct Answer ✔✔ Product, Price, Place, Promotion
THEY ARE INTERRELATED
3 roles of marketing research - Correct Answer ✔✔ descriptive, diagnostic, predictive
descriptive research - Correct Answer ✔✔ The gathering and presenting of statements
and facts
ex:Conducting research to calculate the average age of all users of an online retailing
website
Diagnostic Research - Correct Answer ✔✔ Explaining data or actions
ex:Conducting research to understand why consumers gave a low taste rating to a new
menu item
Predictive research - Correct Answer ✔✔ The specification of how to use descriptive
and diagnostic research to predict the results of a planned marketing research
ex: Conducting research to understand whether consumers will be more likely to
purchase a product after viewing a new advertisement
Applied research - Correct Answer ✔✔ Research aimed at solving a specific, pragmatic
problem
Mostly performed by practitioners
Basic research - Correct Answer ✔✔ Research aimed at expanding the frontiers of
knowledge
Mostly performed by academics
example of applied research - Correct Answer ✔✔ -If increasing the price of iPhone will
affect consumers' loyalty to Apple
-The demographic characteristics of Honda users in the U.S.
, examples of basic research - Correct Answer ✔✔ -When and why consumers do vs. do
not prefer products over experiences
-How consumption norms differ in eastern vs. western cultures
Marketing research structure - Correct Answer ✔✔ -information users (clients)
-Marketing research suppliers
-marketing research supplier service firms
marketing research suppliers - Correct Answer ✔✔ -Custom research firms
-Syndicated research firms
-Competitive intelligence providers
-Limited-function research firms
-Big data analytic firms
Marketing research users (clients) - Correct Answer ✔✔ -Retailers
-manufacturers
-Governments
-Universities
-Charitable
-organizations
marketing research supplier service firms - Correct Answer ✔✔ - Field service firms
- Specialized service firms
-software firms
Unethical behavior by clients - Correct Answer ✔✔ -Requesting bids when a supplier
has been predetermined
-Requesting bids to obtain free advice and methodology
-Making false promises
Unethical behavior by suppliers - Correct Answer ✔✔ -Low ball pricing
-Allowing subjectivity into the research
-Abusing respondents
-Selling unnecessary research
-Violating client confidentiality
-Black box branding
Participants rights - Correct Answer ✔✔ -Right to choose
-Right to safety
-Right to be informed
-Right to privacy
Exploratory research can lead you to realize... - Correct Answer ✔✔ 1) it is not
worthwhile to conduct the main research program; or 2) it is worthwhile to conduct the
main research program
