©THEBRIGHTSTARS 2024
MARK 3000 test 2 UGA McManus Exam
Questions With Correct Answers.
The research process - answer✔✔1. defining objectives
2. designing the research
3. data collection process
4. analyzing data
5. action plan and implementation
defining objectives and research needs (step 1 of the research process) - answer✔✔-what info is
needed yo answer specific questions
-how should that info be obtained
designing the research (step 2 of the research process) - answer✔✔types of data and types of
research
secondary data - answer✔✔pieces of info collected prior to the project "looking things up"
primary data - answer✔✔data collected specifically for the project "creating new info" ...
qualitative or quantitative
qualitative - answer✔✔provides initial information generally in depth/ unstructured
-observation
-in depth interviews
-focus groups
-social media research
quantitative - answer✔✔large numbers of respondents, statistically valid, can generalize
-experiments
-survey research
-scanner/panel
, ©THEBRIGHTSTARS 2024
external secondary data - answer✔✔-government sources
-census
-syndicated data
internal secondary data - answer✔✔-data warehouse
-data mining
data collection process (step 3 of the research process) - answer✔✔observation research, in
depth interviews, focus groups, social media research, experiments, survey research,
scanner/panel
observation research - answer✔✔manual, mechanical ethnographic
in-depth interviews - answer✔✔limited number, somewhat unstructured, time consuming and
costly
focus groups - answer✔✔groups of 8-12 customers, discussing 1 topic, facilitated by trained
monitor
social media research - answer✔✔monitoring blogs, online communities, sentiment mining
experiments - answer✔✔-changing one variable and analyzing results
-usually change 1 of the 4 P's and look at either sales or awareness
-field or lab
survey research - answer✔✔telephone interviews, mail surveys, internet surveys, mall
interception interviews, in-person interviews
issues with surveys - answer✔✔-interviewer bias (their presence could change responses)
-consumer unwillingness to participate
questionarre issues - answer✔✔-types of questions
-ordering of questions
-wording of questions
structured questions - answer✔✔-Likert scale ( SA A Uncertain D SD)
-semantic differential (excellent...awful)
unstructured questions - answer✔✔-fill in the blank
MARK 3000 test 2 UGA McManus Exam
Questions With Correct Answers.
The research process - answer✔✔1. defining objectives
2. designing the research
3. data collection process
4. analyzing data
5. action plan and implementation
defining objectives and research needs (step 1 of the research process) - answer✔✔-what info is
needed yo answer specific questions
-how should that info be obtained
designing the research (step 2 of the research process) - answer✔✔types of data and types of
research
secondary data - answer✔✔pieces of info collected prior to the project "looking things up"
primary data - answer✔✔data collected specifically for the project "creating new info" ...
qualitative or quantitative
qualitative - answer✔✔provides initial information generally in depth/ unstructured
-observation
-in depth interviews
-focus groups
-social media research
quantitative - answer✔✔large numbers of respondents, statistically valid, can generalize
-experiments
-survey research
-scanner/panel
, ©THEBRIGHTSTARS 2024
external secondary data - answer✔✔-government sources
-census
-syndicated data
internal secondary data - answer✔✔-data warehouse
-data mining
data collection process (step 3 of the research process) - answer✔✔observation research, in
depth interviews, focus groups, social media research, experiments, survey research,
scanner/panel
observation research - answer✔✔manual, mechanical ethnographic
in-depth interviews - answer✔✔limited number, somewhat unstructured, time consuming and
costly
focus groups - answer✔✔groups of 8-12 customers, discussing 1 topic, facilitated by trained
monitor
social media research - answer✔✔monitoring blogs, online communities, sentiment mining
experiments - answer✔✔-changing one variable and analyzing results
-usually change 1 of the 4 P's and look at either sales or awareness
-field or lab
survey research - answer✔✔telephone interviews, mail surveys, internet surveys, mall
interception interviews, in-person interviews
issues with surveys - answer✔✔-interviewer bias (their presence could change responses)
-consumer unwillingness to participate
questionarre issues - answer✔✔-types of questions
-ordering of questions
-wording of questions
structured questions - answer✔✔-Likert scale ( SA A Uncertain D SD)
-semantic differential (excellent...awful)
unstructured questions - answer✔✔-fill in the blank
