MARK 3000 Test 2 – Grantham UGA |
Complete Questions and Solutions | 2025
Edition
Section 1: Marketing Research Process (6 Questions)
1. The first step in the marketing research process is:
A) Collect data
B) Define the problem
C) Analyze data
D) Develop findings
Answer: B
Rationale: Problem definition guides all steps (Kotler Ch. 4). Poor definition = wasted resources.
UGA case: Coca-Cola’s New Coke failure due to unclear objective.
2. Which is a secondary data source?
A) Focus group
B) U.S. Census Bureau
C) Survey
D) Experiment
Answer: B
Rationale: Existing data; low cost, fast. UGA students use Simmons OneView for demographic
trends.
3. A UGA student conducts 8 in-depth interviews with Athens locals about coffee preferences.
This is:
A) Quantitative
B) Qualitative
C) Experimental
D) Observational
Answer: B
Rationale: Small, rich insights. Used in exploratory phase (Kotler p. 112).
4. Reliability in research means:
, A) Results are consistent
B) Measures what it’s supposed to
C) Sample represents population
D) A
Answer: A
Rationale: Test-retest consistency. Validity = accuracy. UGA labs stress both.
5. A researcher surveys 1,200 Georgia residents using random-digit dialing. This sampling
method is:
A) Convenience
B) Stratified
C) Probability (simple random)
D) Quota
Answer: C
Rationale: Every phone number has equal chance. High generalizability.
6. The last step in the research process is:
A) Report findings
B) Implement decisions
C) Design questionnaire
D) A
Answer: A
Rationale: Research ends with actionable report. Implementation is management’s role.
Section 2: Consumer Insights and Segmentation (7
Questions)
7. A UGA student segments the Athens market by age, income, and music festival attendance.
This is:
A) Geographic
B) Demographic + Behavioral
C) Psychographic
D) Benefit
Answer: B
Rationale: Multiple bases = multi-variable segmentation. UGA case: AthFest targets 18–34,
high-income, live-music lovers.
8. Which is not a VALS segment?
A) Innovators
Complete Questions and Solutions | 2025
Edition
Section 1: Marketing Research Process (6 Questions)
1. The first step in the marketing research process is:
A) Collect data
B) Define the problem
C) Analyze data
D) Develop findings
Answer: B
Rationale: Problem definition guides all steps (Kotler Ch. 4). Poor definition = wasted resources.
UGA case: Coca-Cola’s New Coke failure due to unclear objective.
2. Which is a secondary data source?
A) Focus group
B) U.S. Census Bureau
C) Survey
D) Experiment
Answer: B
Rationale: Existing data; low cost, fast. UGA students use Simmons OneView for demographic
trends.
3. A UGA student conducts 8 in-depth interviews with Athens locals about coffee preferences.
This is:
A) Quantitative
B) Qualitative
C) Experimental
D) Observational
Answer: B
Rationale: Small, rich insights. Used in exploratory phase (Kotler p. 112).
4. Reliability in research means:
, A) Results are consistent
B) Measures what it’s supposed to
C) Sample represents population
D) A
Answer: A
Rationale: Test-retest consistency. Validity = accuracy. UGA labs stress both.
5. A researcher surveys 1,200 Georgia residents using random-digit dialing. This sampling
method is:
A) Convenience
B) Stratified
C) Probability (simple random)
D) Quota
Answer: C
Rationale: Every phone number has equal chance. High generalizability.
6. The last step in the research process is:
A) Report findings
B) Implement decisions
C) Design questionnaire
D) A
Answer: A
Rationale: Research ends with actionable report. Implementation is management’s role.
Section 2: Consumer Insights and Segmentation (7
Questions)
7. A UGA student segments the Athens market by age, income, and music festival attendance.
This is:
A) Geographic
B) Demographic + Behavioral
C) Psychographic
D) Benefit
Answer: B
Rationale: Multiple bases = multi-variable segmentation. UGA case: AthFest targets 18–34,
high-income, live-music lovers.
8. Which is not a VALS segment?
A) Innovators
