MKT 343 EXAM 1 STUDY GUIDE
marketing research - Answers - links an organization to its market through the gathering
of information
-facilitates identification of market opportunities/ threats and corresponding actions
marketing researchers - Answers - -scientific thinkers- love to explore new phenomena
-okay with long term time frame and don't care bout costs
-love surprises and research challengers
marketing decision makers - Answers - -big picture
-time/cost conscious
-want no surprises
iceberg principle - Answers - the general notion indicating that the dangerous part of
many marketing decision problems is neither visible nor well understood by marketing
managers
-decision maker is only aware of 10% of the problem while 90% is neither visible nor
clearly understood by the decision maker
when to not conduct research - Answers - -insufficient time frames
-inadequate resources
-cost outweigh the value
perceptual mapping - Answers - Used to picture the relative position of products on two
or more product dimensions important to consumer purchase decisions
retailing research - Answers - Focus on trade area analysis, store image/perception, in-
store traffic patterns, and location analysis
Branded "black-box" methodologies - Answers - methodologies offered by research
firms that are branded and do not provide information about how the methodology
works
curbstoning - Answers - Data collection personnel filling out surveys for fake
respondents
subject debriefing - Answers - fully explaining to respondents any deception that was
used during research
sugging/frugging - Answers - Claiming that a survey is for research purposes and then
asking for a sale or donation
marketing research - Answers - links an organization to its market through the gathering
of information
-facilitates identification of market opportunities/ threats and corresponding actions
marketing researchers - Answers - -scientific thinkers- love to explore new phenomena
-okay with long term time frame and don't care bout costs
-love surprises and research challengers
marketing decision makers - Answers - -big picture
-time/cost conscious
-want no surprises
iceberg principle - Answers - the general notion indicating that the dangerous part of
many marketing decision problems is neither visible nor well understood by marketing
managers
-decision maker is only aware of 10% of the problem while 90% is neither visible nor
clearly understood by the decision maker
when to not conduct research - Answers - -insufficient time frames
-inadequate resources
-cost outweigh the value
perceptual mapping - Answers - Used to picture the relative position of products on two
or more product dimensions important to consumer purchase decisions
retailing research - Answers - Focus on trade area analysis, store image/perception, in-
store traffic patterns, and location analysis
Branded "black-box" methodologies - Answers - methodologies offered by research
firms that are branded and do not provide information about how the methodology
works
curbstoning - Answers - Data collection personnel filling out surveys for fake
respondents
subject debriefing - Answers - fully explaining to respondents any deception that was
used during research
sugging/frugging - Answers - Claiming that a survey is for research purposes and then
asking for a sale or donation
