BUS 115 MIDTERM REVIEW LATEST
UPDATE 2025
Primary - ANSWER collected in direct response to question at hand (customized,
proprietary, expensive and time consuming)
Secondary - ANSWER collected by "someone else" not for the question at hand (not
customized, not proprietary, cheap and quick)
Data Source - ANSWER Primary and Secondary
Data Type - ANSWER Qualitative and Quantitative
Qualitative Data - ANSWER text, voice/sound, image, video
Quantitative Data - ANSWER numbers
Research Approach - ANSWER Exploratory, Descriptive, Casual
Exploratory Research - ANSWER -Unstructured and flexible
-Used in define the problem and discover ideas and insights
Descriptive Research - ANSWER -Describe facts
-Used in getting information about the population: Who, What, Where, How
-Make predictions
Casual - ANSWER -Determine cause-and-effect relationships
-Used in make predictions (more accurate)
Marketing Research - ANSWER the function which links the consumer, customer, and
public to the marketer through information, which is then used to identify and define
marketing opportunities and problems; generate, refine, and evaluate marketing action;
monitor marketing performance; and improve understanding of marketing as a process.
Four types of Survey - ANSWER -Person administered
-Computer assisted
-Self-administered
-Computer-administered
Person-administered - ANSWER Interviewer+No computer
(Interviewer reads questions either face to face or over the telephone)
Computer-assisted - ANSWER Interviewer+Computer
, (Person-administered with computer assistance ex. question randomization, skipping
rules)
Self-administered - ANSWER -No interviewer+no computer
(the respondent completes the survey on his or her own on paper-pencil)
Likert Scale - ANSWER strongly disagree, disagree, undecided, agree, strongly agree
Ratio - ANSWER Labeling +Order+Equal distance+Zero point meaning nothing
-ex:length of residence in a given place, sales, number of brands bought
-mathematical operations: count+median+mean/standard deviation+ratio(percentage)
Visual mode - ANSWER first alternative, resulting in primacy effect
Auditory mode - ANSWER last alternative, resulting in recency effect
Research problem - ANSWER gap between current performance/actions and expected
performance/actions
Steps to define a research problem - ANSWER 1. Validate the problem
2. Make it specific-clarify where and when
3. Come up with hypotheses (should be meaningful and measurable)
Observation - ANSWER a systematic process of recording patterns of occurrences or
behaviors without normally communicating with the people involved.
What is a focus group? - ANSWER -Focus: discussion limited to a small number of
issues: no right or wrong answer, only opinions
-Group: 6-12 participants, moderator, (video/voice recording, real-time observers)
Typical Flow - ANSWER 1. ground rules
2. introductions
3. opening questions
4. in-depth investigations
5. closure
Focus group pros - ANSWER -in depth info and suitable for wide topics
-quick and cheap
-individual differences because obvious
-group dynamics
Focus group cons - ANSWER -requires skilled moderator
-very small sample size (results not quantifiable)
-group dynamics
UPDATE 2025
Primary - ANSWER collected in direct response to question at hand (customized,
proprietary, expensive and time consuming)
Secondary - ANSWER collected by "someone else" not for the question at hand (not
customized, not proprietary, cheap and quick)
Data Source - ANSWER Primary and Secondary
Data Type - ANSWER Qualitative and Quantitative
Qualitative Data - ANSWER text, voice/sound, image, video
Quantitative Data - ANSWER numbers
Research Approach - ANSWER Exploratory, Descriptive, Casual
Exploratory Research - ANSWER -Unstructured and flexible
-Used in define the problem and discover ideas and insights
Descriptive Research - ANSWER -Describe facts
-Used in getting information about the population: Who, What, Where, How
-Make predictions
Casual - ANSWER -Determine cause-and-effect relationships
-Used in make predictions (more accurate)
Marketing Research - ANSWER the function which links the consumer, customer, and
public to the marketer through information, which is then used to identify and define
marketing opportunities and problems; generate, refine, and evaluate marketing action;
monitor marketing performance; and improve understanding of marketing as a process.
Four types of Survey - ANSWER -Person administered
-Computer assisted
-Self-administered
-Computer-administered
Person-administered - ANSWER Interviewer+No computer
(Interviewer reads questions either face to face or over the telephone)
Computer-assisted - ANSWER Interviewer+Computer
, (Person-administered with computer assistance ex. question randomization, skipping
rules)
Self-administered - ANSWER -No interviewer+no computer
(the respondent completes the survey on his or her own on paper-pencil)
Likert Scale - ANSWER strongly disagree, disagree, undecided, agree, strongly agree
Ratio - ANSWER Labeling +Order+Equal distance+Zero point meaning nothing
-ex:length of residence in a given place, sales, number of brands bought
-mathematical operations: count+median+mean/standard deviation+ratio(percentage)
Visual mode - ANSWER first alternative, resulting in primacy effect
Auditory mode - ANSWER last alternative, resulting in recency effect
Research problem - ANSWER gap between current performance/actions and expected
performance/actions
Steps to define a research problem - ANSWER 1. Validate the problem
2. Make it specific-clarify where and when
3. Come up with hypotheses (should be meaningful and measurable)
Observation - ANSWER a systematic process of recording patterns of occurrences or
behaviors without normally communicating with the people involved.
What is a focus group? - ANSWER -Focus: discussion limited to a small number of
issues: no right or wrong answer, only opinions
-Group: 6-12 participants, moderator, (video/voice recording, real-time observers)
Typical Flow - ANSWER 1. ground rules
2. introductions
3. opening questions
4. in-depth investigations
5. closure
Focus group pros - ANSWER -in depth info and suitable for wide topics
-quick and cheap
-individual differences because obvious
-group dynamics
Focus group cons - ANSWER -requires skilled moderator
-very small sample size (results not quantifiable)
-group dynamics
