18/06/2025, 14:07 MARK 3000 Exam 2 (2025) QUESTIONS AND (DETAILED ANSWERS) WITH COMPLETE SOLUTIONS Flashcards | Quizlet
MARK 3000 Exam 2 (2025) QUESTIONS AND
(DETAILED ANSWERS) WITH COMPLETE
SOLUTIONS
Save
Terms in this set (143)
1. Defining Objectives and Research Need
2. Designing the Research
The Research Process 3. Data Collection Process
4. Analyzing Data and Developing Insights
5. Action Plan and Implementation
set of techniques and principles for systematically
collecting, recording, analyzing, and interpreting data
marketing research
that can aid decision makers involved in marketing
goods, services, or ideas
-What information is needed to answer specific
Defining Objectives and
research questions?
Research Needs
-How should that information be obtained?
-Type of data
Designing the Research
-Type of research
-secondary- already exists; "looking things up"
Type of data -primary- collected for task at hand; specific to your
research; new information
group of customers who represent customer of
sample
interest in a research study
https://quizlet.com/1055310140/mark-3000-exam-2-2025-questions-and-detailed-answers-with-complete-solutions-flash-cards/ 1/18
,18/06/2025, 14:07 MARK 3000 Exam 2 (2025) QUESTIONS AND (DETAILED ANSWERS) WITH COMPLETE SOLUTIONS Flashcards | Quizlet
-qualitative- feelings, motives
type of research
-quantitative- numbers
data available for a fee from commercial research
syndicated data firms such as IRI, National Purchase Diary Panel, and
Nielsen
type of syndicated external secondary data used in
scanner data quantitative research that is obtained from scanner
readings of UPC codes at check-out counters
panel data information collected from a group of consumers
-government sources
-Census
-Syndicated Data
external secondary data
-AcNeilson- tracks CPGs at point of sale- scanner
data
-JD Powers- customer satisfaction
-data warehouse
internal secondary data
-data mining
large computer files that store millions and even
data warehouses
billions of pieces of individual data
use of a variety of statistical analysis tools to uncover
data mining previously unknown patterns in the data stored in
databases or relationships among variables
number of consumers who stop using a product or
churn service, divided by the average number of consumers
of that product or service
-qualitative methods: provide initial information,
generally in-depth and unstructured
primary data collection
-includes: observation, in-depth interviews, focus
groups, social media research
-manual: have someone watch
observation research -mechanical- cameras, strips on road to count cars
-ethnographic- live in the situation to observe
https://quizlet.com/1055310140/mark-3000-exam-2-2025-questions-and-detailed-answers-with-complete-solutions-flash-cards/ 2/18
, 18/06/2025, 14:07 MARK 3000 Exam 2 (2025) QUESTIONS AND (DETAILED ANSWERS) WITH COMPLETE SOLUTIONS Flashcards | Quizlet
-limited number
in-depth interviews -somewhat unstructured
-time consuming and costly
-group of 8-12 consumers
focus groups -discuss one topic
-facilitation by trained moderator
-monitoring blogs
social media research -online communities
-sentiment mining
data gathered by evaluating customer comments
sentiment mining posted through social media sites such as Facebook
and Twitter
-large numbers of respondents
quantitative research -statistically valid
-can generalize
-changing a variable and analyzing results
-usually change one of 4 Ps and look at either sales or
experiments
awareness
-field or lab
-telephone interviews
-mail surveys
survey research -internet surveys
-mail intercept interviews
-in-person interviews
-interviewer bias: presence of interviewer may change
issues with surveys responses
-consumer unwillingness to participate
-types of questions
questionnaire issues -ordering of questions
-wording of questions
types of questions structured and unstructured
https://quizlet.com/1055310140/mark-3000-exam-2-2025-questions-and-detailed-answers-with-complete-solutions-flash-cards/ 3/18
MARK 3000 Exam 2 (2025) QUESTIONS AND
(DETAILED ANSWERS) WITH COMPLETE
SOLUTIONS
Save
Terms in this set (143)
1. Defining Objectives and Research Need
2. Designing the Research
The Research Process 3. Data Collection Process
4. Analyzing Data and Developing Insights
5. Action Plan and Implementation
set of techniques and principles for systematically
collecting, recording, analyzing, and interpreting data
marketing research
that can aid decision makers involved in marketing
goods, services, or ideas
-What information is needed to answer specific
Defining Objectives and
research questions?
Research Needs
-How should that information be obtained?
-Type of data
Designing the Research
-Type of research
-secondary- already exists; "looking things up"
Type of data -primary- collected for task at hand; specific to your
research; new information
group of customers who represent customer of
sample
interest in a research study
https://quizlet.com/1055310140/mark-3000-exam-2-2025-questions-and-detailed-answers-with-complete-solutions-flash-cards/ 1/18
,18/06/2025, 14:07 MARK 3000 Exam 2 (2025) QUESTIONS AND (DETAILED ANSWERS) WITH COMPLETE SOLUTIONS Flashcards | Quizlet
-qualitative- feelings, motives
type of research
-quantitative- numbers
data available for a fee from commercial research
syndicated data firms such as IRI, National Purchase Diary Panel, and
Nielsen
type of syndicated external secondary data used in
scanner data quantitative research that is obtained from scanner
readings of UPC codes at check-out counters
panel data information collected from a group of consumers
-government sources
-Census
-Syndicated Data
external secondary data
-AcNeilson- tracks CPGs at point of sale- scanner
data
-JD Powers- customer satisfaction
-data warehouse
internal secondary data
-data mining
large computer files that store millions and even
data warehouses
billions of pieces of individual data
use of a variety of statistical analysis tools to uncover
data mining previously unknown patterns in the data stored in
databases or relationships among variables
number of consumers who stop using a product or
churn service, divided by the average number of consumers
of that product or service
-qualitative methods: provide initial information,
generally in-depth and unstructured
primary data collection
-includes: observation, in-depth interviews, focus
groups, social media research
-manual: have someone watch
observation research -mechanical- cameras, strips on road to count cars
-ethnographic- live in the situation to observe
https://quizlet.com/1055310140/mark-3000-exam-2-2025-questions-and-detailed-answers-with-complete-solutions-flash-cards/ 2/18
, 18/06/2025, 14:07 MARK 3000 Exam 2 (2025) QUESTIONS AND (DETAILED ANSWERS) WITH COMPLETE SOLUTIONS Flashcards | Quizlet
-limited number
in-depth interviews -somewhat unstructured
-time consuming and costly
-group of 8-12 consumers
focus groups -discuss one topic
-facilitation by trained moderator
-monitoring blogs
social media research -online communities
-sentiment mining
data gathered by evaluating customer comments
sentiment mining posted through social media sites such as Facebook
and Twitter
-large numbers of respondents
quantitative research -statistically valid
-can generalize
-changing a variable and analyzing results
-usually change one of 4 Ps and look at either sales or
experiments
awareness
-field or lab
-telephone interviews
-mail surveys
survey research -internet surveys
-mail intercept interviews
-in-person interviews
-interviewer bias: presence of interviewer may change
issues with surveys responses
-consumer unwillingness to participate
-types of questions
questionnaire issues -ordering of questions
-wording of questions
types of questions structured and unstructured
https://quizlet.com/1055310140/mark-3000-exam-2-2025-questions-and-detailed-answers-with-complete-solutions-flash-cards/ 3/18
