MKT 352 Exam 1 Study Guide
Question and answers correctly
solved 2025/2026
What is marketing research? - correct answer ✔the function that links the consumer, customer, and
public to marketer thro info
Why do we need marketing research? - correct answer ✔-to provide useful information (aka "systemic
framework") for managers to rely on for their successful decisions
How to conduct marketing research? - correct answer ✔1) formulate problem
2) determine research design
3) use either primary or secondary data
4) analyze and interpret data
5) prepare the research report
The Handyman Tools Company commissioned a survey designed to determine whether homeowners
prefer plastic or metal casings on electric screwdrivers. The results of this survey willl ikely be used as
input into decisions concerning which element of the marketing mix? - correct answer ✔Product
Specify the key steps in problem formulation - correct answer ✔Step 1) meet with the client
2) clarify problem
3)state the manager's decision problem
4) develop possible research problems
5) select research problems to be addressed
6) prepare research request agreement
, 4 steps of primary data - correct answer ✔-determine the data collection method
-design data collection forms
-design sample
-collect data
2 steps of secondary data - correct answer ✔-identify data source
-aggregate data
Distinguish between a decision problem and a research problem - correct answer ✔Decision problem:
-Describe the manager's view of the situation
-Action-oriented
-Focuses on observed symptoms(outcomes)
-Holistic & small in number
-Loosely defined
Research problem:
-Restate decision problems in research terms from researcher's perspective
-Information-oriented
-Focuses on often masked underlying causes
-Specific & many in number
-Clearly defined
Which of the following incorrectly describes the difference between marketing researchers and clients
(=managers)?
A. Marketing researchers are equipped with problem-solving techniques, while clients have more
knowledge about the business background.
B. Marketing researchers tend to be more scientific and objective while clients tend to be more
pragmatic and subjective.
Question and answers correctly
solved 2025/2026
What is marketing research? - correct answer ✔the function that links the consumer, customer, and
public to marketer thro info
Why do we need marketing research? - correct answer ✔-to provide useful information (aka "systemic
framework") for managers to rely on for their successful decisions
How to conduct marketing research? - correct answer ✔1) formulate problem
2) determine research design
3) use either primary or secondary data
4) analyze and interpret data
5) prepare the research report
The Handyman Tools Company commissioned a survey designed to determine whether homeowners
prefer plastic or metal casings on electric screwdrivers. The results of this survey willl ikely be used as
input into decisions concerning which element of the marketing mix? - correct answer ✔Product
Specify the key steps in problem formulation - correct answer ✔Step 1) meet with the client
2) clarify problem
3)state the manager's decision problem
4) develop possible research problems
5) select research problems to be addressed
6) prepare research request agreement
, 4 steps of primary data - correct answer ✔-determine the data collection method
-design data collection forms
-design sample
-collect data
2 steps of secondary data - correct answer ✔-identify data source
-aggregate data
Distinguish between a decision problem and a research problem - correct answer ✔Decision problem:
-Describe the manager's view of the situation
-Action-oriented
-Focuses on observed symptoms(outcomes)
-Holistic & small in number
-Loosely defined
Research problem:
-Restate decision problems in research terms from researcher's perspective
-Information-oriented
-Focuses on often masked underlying causes
-Specific & many in number
-Clearly defined
Which of the following incorrectly describes the difference between marketing researchers and clients
(=managers)?
A. Marketing researchers are equipped with problem-solving techniques, while clients have more
knowledge about the business background.
B. Marketing researchers tend to be more scientific and objective while clients tend to be more
pragmatic and subjective.
