MKTG202 - Market Research (Exam Review) Questions
& Answers Rated 100% Correct!!
Decision making correct answers The process of developing and deciding among alternative
ways of resolving a problem or choosing from among alternative opportunities.
Balancing constraints correct answers Marketing decisions
Time pressure (market Research) Financial cost
Market information
Market Research Process correct answers 1. Define research objective
2. Plan research Design
3. Plan a sample
4. Collect data
5. Analyse data
6. Formulate conclusions and create a report
D-P-P-C-A-F
Feedback loops correct answers Creating feedback throughout the market research process.
market opportunity correct answers This is a situation that makes some potential competitive
advantage possible.
Market Problem correct answers A situation that can make a significant negative consequence
likely. observable symptoms are visual cues for problem recognition.
Symptoms correct answers These are the things we can see and are sure of.
Decision making situations correct answers Opportunity +
ambiguity (Uncertainty) certainty
Problem -
Theory correct answers The formal, logistical explanation of some events(s) that includes
predictions of how things relate to one another.
1. What variables are needed for the study
2. How do the variable relate to each other
Loyalty correct answers Defined as where there is a repeat of purchase. Satisfaction drives
loyalty.
Satisfaction Model correct answers (Perceived overall (Customer
quality) Complaints)
, (Perceived Value) --- (Customer satisfaction)
(Customer (Customer
Expectation ) Loyalty )
Hypothesis correct answers A formal statement, delivered from theory, explaining some specific
outcome.
Empirical testing correct answers Comparing a hypothetical proposition, e.g., a hypothesis,
against reality using data
Correlation correct answers Connection between a hypothetical proposition -
Ho is supported
OR
Ho is not supported
Research Design correct answers the methods and procedures for collecting and analyzing the
needed information for a given type of research.
Three Types of Marketing Research correct answers 1. Exploratory
2. Descriptive
3. Causal
Degree of causality correct answers (ACC)
1. Absolute Causality
2. Conditional Causality
3. Contributory Causality
unobtrusive methods correct answers Methods in which research respondents do not have to be
disturbed for data to be gathered.
Editing correct answers Involves checking the data collection forms for omissions, legibility, and
consistency in classification.
Coding correct answers Rules for interpreting, categorising, recording, and transferring the data
to data storage media.
Qualitative correct answers Data in the form of recorded descriptions rather than numerical
measurements.
inductive approach correct answers starts with empirical observations and then works to form a
theory
deductive approach correct answers uses theory and things that are already generalised to apply
to a specific case.
& Answers Rated 100% Correct!!
Decision making correct answers The process of developing and deciding among alternative
ways of resolving a problem or choosing from among alternative opportunities.
Balancing constraints correct answers Marketing decisions
Time pressure (market Research) Financial cost
Market information
Market Research Process correct answers 1. Define research objective
2. Plan research Design
3. Plan a sample
4. Collect data
5. Analyse data
6. Formulate conclusions and create a report
D-P-P-C-A-F
Feedback loops correct answers Creating feedback throughout the market research process.
market opportunity correct answers This is a situation that makes some potential competitive
advantage possible.
Market Problem correct answers A situation that can make a significant negative consequence
likely. observable symptoms are visual cues for problem recognition.
Symptoms correct answers These are the things we can see and are sure of.
Decision making situations correct answers Opportunity +
ambiguity (Uncertainty) certainty
Problem -
Theory correct answers The formal, logistical explanation of some events(s) that includes
predictions of how things relate to one another.
1. What variables are needed for the study
2. How do the variable relate to each other
Loyalty correct answers Defined as where there is a repeat of purchase. Satisfaction drives
loyalty.
Satisfaction Model correct answers (Perceived overall (Customer
quality) Complaints)
, (Perceived Value) --- (Customer satisfaction)
(Customer (Customer
Expectation ) Loyalty )
Hypothesis correct answers A formal statement, delivered from theory, explaining some specific
outcome.
Empirical testing correct answers Comparing a hypothetical proposition, e.g., a hypothesis,
against reality using data
Correlation correct answers Connection between a hypothetical proposition -
Ho is supported
OR
Ho is not supported
Research Design correct answers the methods and procedures for collecting and analyzing the
needed information for a given type of research.
Three Types of Marketing Research correct answers 1. Exploratory
2. Descriptive
3. Causal
Degree of causality correct answers (ACC)
1. Absolute Causality
2. Conditional Causality
3. Contributory Causality
unobtrusive methods correct answers Methods in which research respondents do not have to be
disturbed for data to be gathered.
Editing correct answers Involves checking the data collection forms for omissions, legibility, and
consistency in classification.
Coding correct answers Rules for interpreting, categorising, recording, and transferring the data
to data storage media.
Qualitative correct answers Data in the form of recorded descriptions rather than numerical
measurements.
inductive approach correct answers starts with empirical observations and then works to form a
theory
deductive approach correct answers uses theory and things that are already generalised to apply
to a specific case.
