MKT 343 STUDY GUIDE
market orientation - Answers - Organization-wide ability to create, communicate and
provide value to consumers. Requires considering consumer, competition, company
and market-level factors (aka, marketing intelligence/data).
market intelligence - Answers - The information relevant to a company's markets that is
gathered and analyzed specifically for the purpose of accurate and confident decision
making.
the role of marketing research - Answers - The process of planning, collecting, and
analyzing data (or intelligence) relevant to a marketing decision.
BASIC COMMUNICATION DEVELOPMENT PROCESS - Answers - 1. Preparation:
PATHOS
2. Research: ETHOS
3. Organization: LOGOS
4. Writing: all elements
5. Revision: all elements
ethos
pathos
logos - Answers - ethos: credibility
pathos: emotion/motivation
logos: logic
HATS: Visual Organization - Answers - 1. Headings - to promote easy navigation
2. Access - to promote the finding and understanding of information
3. Typography - to promote ease of reading and clear levels of information hierarchy
4. Space - to promote effective document design
qualitative data - Answers - Not subject to quantification (i.e. words)
quantitative - Answers - Subject to quantification (i.e. numbers)
measurement - Answers - is the process of assigning numbers or labels to objects,
persons, states, or events in accordance with specific rules to represent quantities or
qualities of attributes.
measurment process - Answers - 1. Select measurable phenomena
2. Develop a set of mapping rules
3. Apply the mapping rule to each phenomenon
nominal - Answers - •uses labels •categorizes
ex:
, • Yes or no questions
• Nouns in general
• Gender
• Race / Ethnicity
• Occupation
• Text open-ended questions.
ordinal - Answers - •ranks responses •determines order
not distance
ex:
• Best liked, worst liked;
• Win, place, or show;
• First, second, third;
• Small, medium, and large;
• Comparisons rankings -"rank these movies from best to worst"
interval - Answers - -distance between descriptors in known
ex:
• One a "1 to 10" scale;
• Temperature
• Length / Width of an object
• Most marketing scales
ratio - Answers - •has zero as reference point
•numeric
ex:• • •
Age = 50 (not an age range)
Income = $25,000 (not an income range) Number of children
reliability - Answers - is the degree to which measures are free from random error and
provide consistent data.
validity - Answers - addresses the issue of whether we measured what we intended to
measure.
population - Answers - an entire collection of items that is the focus of concern
e.g. All students at UNCW
sample - Answers - a subset of the population
e.g. Students enrolled in MKT 343
statistic - Answers - a measure on the items in a random sample
e.g. Mean, Median, Mode, Standard Deviation, etc.
purpose of sampling - Answers - estimate parameters of the population based upon the
sample
market orientation - Answers - Organization-wide ability to create, communicate and
provide value to consumers. Requires considering consumer, competition, company
and market-level factors (aka, marketing intelligence/data).
market intelligence - Answers - The information relevant to a company's markets that is
gathered and analyzed specifically for the purpose of accurate and confident decision
making.
the role of marketing research - Answers - The process of planning, collecting, and
analyzing data (or intelligence) relevant to a marketing decision.
BASIC COMMUNICATION DEVELOPMENT PROCESS - Answers - 1. Preparation:
PATHOS
2. Research: ETHOS
3. Organization: LOGOS
4. Writing: all elements
5. Revision: all elements
ethos
pathos
logos - Answers - ethos: credibility
pathos: emotion/motivation
logos: logic
HATS: Visual Organization - Answers - 1. Headings - to promote easy navigation
2. Access - to promote the finding and understanding of information
3. Typography - to promote ease of reading and clear levels of information hierarchy
4. Space - to promote effective document design
qualitative data - Answers - Not subject to quantification (i.e. words)
quantitative - Answers - Subject to quantification (i.e. numbers)
measurement - Answers - is the process of assigning numbers or labels to objects,
persons, states, or events in accordance with specific rules to represent quantities or
qualities of attributes.
measurment process - Answers - 1. Select measurable phenomena
2. Develop a set of mapping rules
3. Apply the mapping rule to each phenomenon
nominal - Answers - •uses labels •categorizes
ex:
, • Yes or no questions
• Nouns in general
• Gender
• Race / Ethnicity
• Occupation
• Text open-ended questions.
ordinal - Answers - •ranks responses •determines order
not distance
ex:
• Best liked, worst liked;
• Win, place, or show;
• First, second, third;
• Small, medium, and large;
• Comparisons rankings -"rank these movies from best to worst"
interval - Answers - -distance between descriptors in known
ex:
• One a "1 to 10" scale;
• Temperature
• Length / Width of an object
• Most marketing scales
ratio - Answers - •has zero as reference point
•numeric
ex:• • •
Age = 50 (not an age range)
Income = $25,000 (not an income range) Number of children
reliability - Answers - is the degree to which measures are free from random error and
provide consistent data.
validity - Answers - addresses the issue of whether we measured what we intended to
measure.
population - Answers - an entire collection of items that is the focus of concern
e.g. All students at UNCW
sample - Answers - a subset of the population
e.g. Students enrolled in MKT 343
statistic - Answers - a measure on the items in a random sample
e.g. Mean, Median, Mode, Standard Deviation, etc.
purpose of sampling - Answers - estimate parameters of the population based upon the
sample
