MKT 352 quiz 1 Question and answers
verified to pass 2025/2026
Taste Tests - correct answer ✔-can help determine brand strength AND test if difference is noticeable
-number of taste test depends on the test
-Two kinds:
Discrimination and Preference
Discrimination - correct answer ✔-shows if people can tell the difference between brands but doesn't
show the preference
-important because it has bias elimination and you can see if one brand is preferred to the other
-Needs 3 tastes (triangle test)
Preference - correct answer ✔shows if one brand is preferred to another
Stimulation presentation issues - correct answer ✔1)how to serve sample
2)how many to serve at a time
3)amount to serve
4)serving tem- (cant be lukewarm if testing drinks)
5)mode of presentation
6)order of presentation
Discrimination test - correct answer ✔Goal: determine what percent can identify the difference
-the discriminators= those who can really tell the difference
-the guessers= those who guess
,Triangle tests - correct answer ✔when there are three possible outcomes, 2/3 guess wrong
1/3 of the guessers from each group are guessers.
If preference is B then the number who actual got it right is R= B-1/3
the guessers = 2/3(A+C)
R= B- (1/3)(2/3)(A+C)
R= B- (A+C)/2
preference test - correct answer ✔goal: determine what percent truly prefer one product over another
-people in B,C and A,D show preference reversal
-people in B,C and A,D are guessers
-but there are still guessers in B,D
-take average number of guessers and subtract from the A,C and B,D cells to see who really prefers one
brand to the other
Marketing Research - correct answer ✔-the scientific process applied to marketing
-test ideas with evidence to guide actions by answering a managerial question (your project will be
evaluated by how well you do this)
Marketing research requirements - correct answer ✔1)creativity
2)knowledge of your situation
3)analytical thinking, including statistical analysis
4)communication
5)project management
goal: improve manager's decisions
AMA's definition of marketing research - correct answer ✔"the function that links the consumer,
customer, and public to the marketer through information used
, -identify and define marketing opportunities and information
-generate, refine, and evaluate marketing actions
-monitor marketing performance
-improve understanding of marketing as a process
AMA Marketing research continued - correct answer ✔-specifies the information required to addresses
these issues
-designs the method for collecting information
-manages an implements the data collection process
-analyzes the results and communicates the findings and their implications
*note the action
Why is marketing research essential? - correct answer ✔for success in any industry, even politics and
for starts ups (shark tank) and large companies (pharma)
-ford quote was rejecting bad marketing research in 1
- and embracing good marketing research 2
-steve jobs: he didn't do marketing research per se, he relied on his own intuition
1)he was a genius
2) he was his own customer
NMEs: New Medical Entities - correct answer ✔Marketing research is steering hundreds of billions of
dollars. These represent expensive materials, smart people's time, and lots of money that could be spent
doing other things.
Also notice huge differences, AZ spending 10B, with only 4 new drugs to show for it, albeit with $42B
total revenues from 4 drugs. Pfizer spent $8B for 10 drugs yielding $54B revenues
verified to pass 2025/2026
Taste Tests - correct answer ✔-can help determine brand strength AND test if difference is noticeable
-number of taste test depends on the test
-Two kinds:
Discrimination and Preference
Discrimination - correct answer ✔-shows if people can tell the difference between brands but doesn't
show the preference
-important because it has bias elimination and you can see if one brand is preferred to the other
-Needs 3 tastes (triangle test)
Preference - correct answer ✔shows if one brand is preferred to another
Stimulation presentation issues - correct answer ✔1)how to serve sample
2)how many to serve at a time
3)amount to serve
4)serving tem- (cant be lukewarm if testing drinks)
5)mode of presentation
6)order of presentation
Discrimination test - correct answer ✔Goal: determine what percent can identify the difference
-the discriminators= those who can really tell the difference
-the guessers= those who guess
,Triangle tests - correct answer ✔when there are three possible outcomes, 2/3 guess wrong
1/3 of the guessers from each group are guessers.
If preference is B then the number who actual got it right is R= B-1/3
the guessers = 2/3(A+C)
R= B- (1/3)(2/3)(A+C)
R= B- (A+C)/2
preference test - correct answer ✔goal: determine what percent truly prefer one product over another
-people in B,C and A,D show preference reversal
-people in B,C and A,D are guessers
-but there are still guessers in B,D
-take average number of guessers and subtract from the A,C and B,D cells to see who really prefers one
brand to the other
Marketing Research - correct answer ✔-the scientific process applied to marketing
-test ideas with evidence to guide actions by answering a managerial question (your project will be
evaluated by how well you do this)
Marketing research requirements - correct answer ✔1)creativity
2)knowledge of your situation
3)analytical thinking, including statistical analysis
4)communication
5)project management
goal: improve manager's decisions
AMA's definition of marketing research - correct answer ✔"the function that links the consumer,
customer, and public to the marketer through information used
, -identify and define marketing opportunities and information
-generate, refine, and evaluate marketing actions
-monitor marketing performance
-improve understanding of marketing as a process
AMA Marketing research continued - correct answer ✔-specifies the information required to addresses
these issues
-designs the method for collecting information
-manages an implements the data collection process
-analyzes the results and communicates the findings and their implications
*note the action
Why is marketing research essential? - correct answer ✔for success in any industry, even politics and
for starts ups (shark tank) and large companies (pharma)
-ford quote was rejecting bad marketing research in 1
- and embracing good marketing research 2
-steve jobs: he didn't do marketing research per se, he relied on his own intuition
1)he was a genius
2) he was his own customer
NMEs: New Medical Entities - correct answer ✔Marketing research is steering hundreds of billions of
dollars. These represent expensive materials, smart people's time, and lots of money that could be spent
doing other things.
Also notice huge differences, AZ spending 10B, with only 4 new drugs to show for it, albeit with $42B
total revenues from 4 drugs. Pfizer spent $8B for 10 drugs yielding $54B revenues
