MKT 337 Exam 2 Questions with
Guaranteed Pass Solutions 2026
Updated.
marketing research - Answer process of planning, collecting, and analyzing data relevant to a
marketing decision
3 roles of marketing research - Answer descriptive - gathering and presenting factual
statements
diagnostic - explaining data
predictive - "what if" questions
use of market research - Answer 1. improves quality of decision making
2. helps managers trace problems
3. helps managers serve customers accurately and efficiently
identify and formulate - Answer - marketing research objective is to provide insightful
decision-making info
- in contrast, the management decision problem is action oriented
secondary data - Answer previously collected for any purpose other than the one at hand
- internal or external
(dis)advantages of secondary data - Answer 1. save time and money
2. aid in formulation of problem; guide primary data
disadvantages
1. mismatch between unique problem and data
specify sampling procedures - Answer - list and rank unanswered questions
- research design specifies which questions must be answered, how and when the data will be
gathered and analyzed
primary data - Answer info collected for the first time; used for solving particular problem
under investigation
,(dis)advantages of primary data - Answer 1. answer specific question
2. current researchers know the source
3. can specify methodology
4. can have secrecy
disadvantage
1. expensive
survey research (primary data) - Answer - in home personal interview
- mall intercept interview
- telephone interview
- mail survey
- executive interview
- focus group
questionnaire design - Answer - open ended
- scaled response
- closed ended
common survey mistakes - Answer - leading question
- ambiguous question
- unanswerable question
- two questions in one
- nonmutually exclusive answers
obersvational research - Answer - one-way mirror observation
- mystery shoppers
- behavioral targeting ("how much," "how often," "where")
- social media monitoring
- big data
sampling - Answer subset from a larger population;
- probability sample (random)
- nonprobability sample (convenience)
, sampling errors - Answer - measurement error
- sampling error
- frame error
- random error
*steps in market research - Answer 1. identify and formulate
2. plan design; secondary data
3. specify sampling procedure
4. primary data
5. analyze data
6. prepare and present report
7. follow up
analyzing data - Answer - one-way frequency counts
- cross-tabulations
- more advanced statistical techniques
- hypothesis testing
- measures of association
- regression
market research and internet - Answer online survey research has replaced computer-
assisted telephone interviewing as most popular mode
online data - Answer online surveys, focus groups, and web community research
consumer-generated media - Answer - blogs
- message boards
- review sites
- podcasts
scanner-based research - Answer System for gathering information from a single group by
continuously monitoring the advertising, promotion, and pricing they are exposed to and the
things they buy
neuromarketing - Answer skin marketing, brain waves, and other biometrics
Guaranteed Pass Solutions 2026
Updated.
marketing research - Answer process of planning, collecting, and analyzing data relevant to a
marketing decision
3 roles of marketing research - Answer descriptive - gathering and presenting factual
statements
diagnostic - explaining data
predictive - "what if" questions
use of market research - Answer 1. improves quality of decision making
2. helps managers trace problems
3. helps managers serve customers accurately and efficiently
identify and formulate - Answer - marketing research objective is to provide insightful
decision-making info
- in contrast, the management decision problem is action oriented
secondary data - Answer previously collected for any purpose other than the one at hand
- internal or external
(dis)advantages of secondary data - Answer 1. save time and money
2. aid in formulation of problem; guide primary data
disadvantages
1. mismatch between unique problem and data
specify sampling procedures - Answer - list and rank unanswered questions
- research design specifies which questions must be answered, how and when the data will be
gathered and analyzed
primary data - Answer info collected for the first time; used for solving particular problem
under investigation
,(dis)advantages of primary data - Answer 1. answer specific question
2. current researchers know the source
3. can specify methodology
4. can have secrecy
disadvantage
1. expensive
survey research (primary data) - Answer - in home personal interview
- mall intercept interview
- telephone interview
- mail survey
- executive interview
- focus group
questionnaire design - Answer - open ended
- scaled response
- closed ended
common survey mistakes - Answer - leading question
- ambiguous question
- unanswerable question
- two questions in one
- nonmutually exclusive answers
obersvational research - Answer - one-way mirror observation
- mystery shoppers
- behavioral targeting ("how much," "how often," "where")
- social media monitoring
- big data
sampling - Answer subset from a larger population;
- probability sample (random)
- nonprobability sample (convenience)
, sampling errors - Answer - measurement error
- sampling error
- frame error
- random error
*steps in market research - Answer 1. identify and formulate
2. plan design; secondary data
3. specify sampling procedure
4. primary data
5. analyze data
6. prepare and present report
7. follow up
analyzing data - Answer - one-way frequency counts
- cross-tabulations
- more advanced statistical techniques
- hypothesis testing
- measures of association
- regression
market research and internet - Answer online survey research has replaced computer-
assisted telephone interviewing as most popular mode
online data - Answer online surveys, focus groups, and web community research
consumer-generated media - Answer - blogs
- message boards
- review sites
- podcasts
scanner-based research - Answer System for gathering information from a single group by
continuously monitoring the advertising, promotion, and pricing they are exposed to and the
things they buy
neuromarketing - Answer skin marketing, brain waves, and other biometrics
