MKT 352 Midterm Exam Questions
with complete solution 2025/2026
What is marketing research? - correct answer ✔collecting data to transform it into useful information
Why do we need marketing research? - correct answer ✔to make the right decisions (price, product,
place, promotion)
How to conduct marketing research? - correct answer ✔1. Formulate problem
2. Determine research design
3. Secondary data (identify and aggregate)
4. Primary data (determine collection method, design data collection forms, design sample, collect data)
5. Analyze and interpret data
6. Prepare the research report
What are the key steps in problem formulation? - correct answer ✔1. Meet with the client
2. Clarify the problem/opportunity
3. State the manager's decision problem
4. Develop possible research problems
5. Select research problem(s) to be addressed
6. Prepare research request agreement
Decision problem vs Research problem - correct answer ✔- decision problem is from client/managers
pov
- research problem is from the researches pov (just the decision problem restated)
, Exploratory Research Design - correct answer ✔little knowledge about problem itself
goal = provide better understanding of situation
how = anything (depth interview, focus group, case analyses)
findings = tentative
crime scene mystery example: (search for clues)
Causal Research Design - correct answer ✔purpose is to establish cause and effect relationship
(conclusive research) (experiment)
crime scene mystery example: (sufficient evidence to convict suspect of a crime)
Descriptive Research Design - correct answer ✔trying to describe something that's not easy to see
(conclusive research)
clear problem, specific hypothesis, findings used to make generalizations about target market
Longitudinal Analysis (descriptive research) - correct answer ✔repeated measures over time of a fixed
sample
(+) detects change
(+) large amount of data per person
Cross Sectional Data (descriptive research) - correct answer ✔single point in time measures a sample
selected from a population
(+) representative sampling
(+) cost
with complete solution 2025/2026
What is marketing research? - correct answer ✔collecting data to transform it into useful information
Why do we need marketing research? - correct answer ✔to make the right decisions (price, product,
place, promotion)
How to conduct marketing research? - correct answer ✔1. Formulate problem
2. Determine research design
3. Secondary data (identify and aggregate)
4. Primary data (determine collection method, design data collection forms, design sample, collect data)
5. Analyze and interpret data
6. Prepare the research report
What are the key steps in problem formulation? - correct answer ✔1. Meet with the client
2. Clarify the problem/opportunity
3. State the manager's decision problem
4. Develop possible research problems
5. Select research problem(s) to be addressed
6. Prepare research request agreement
Decision problem vs Research problem - correct answer ✔- decision problem is from client/managers
pov
- research problem is from the researches pov (just the decision problem restated)
, Exploratory Research Design - correct answer ✔little knowledge about problem itself
goal = provide better understanding of situation
how = anything (depth interview, focus group, case analyses)
findings = tentative
crime scene mystery example: (search for clues)
Causal Research Design - correct answer ✔purpose is to establish cause and effect relationship
(conclusive research) (experiment)
crime scene mystery example: (sufficient evidence to convict suspect of a crime)
Descriptive Research Design - correct answer ✔trying to describe something that's not easy to see
(conclusive research)
clear problem, specific hypothesis, findings used to make generalizations about target market
Longitudinal Analysis (descriptive research) - correct answer ✔repeated measures over time of a fixed
sample
(+) detects change
(+) large amount of data per person
Cross Sectional Data (descriptive research) - correct answer ✔single point in time measures a sample
selected from a population
(+) representative sampling
(+) cost
