DECA MARKETING EVALUATION TEST ANSWERS
AND QUESTIONS SET A+
✔✔Explain the nature and scope of the marketing information management function -
✔✔The marketing information management function includes the activities related to
gathering information on various aspects of the marketplace and analyzing the data to
determine an effective marketing strategy. Various forms of market research are used in
this function on a regular basis to support the decision making process so that
marketing strategies are effective and profitable.
✔✔Explain the role of ethics in marketing-information management - ✔✔Marketers have
a responsibility to be ethical when gathering and storing information. As market
research is conducted, private and competitive information must be held confidential.
Gaining access to private or otherwise protected information in an unethical way should
be avoided as well as pressuring individuals to supply information. Companies are
encouraged to set standards for their employees to follow when conducting marketing
research.
✔✔Describe the use of technology in the marketing-information management function -
✔✔Technology has had a significant impact on the ability to successfully manage
marketing information management activities. The Internet has increased a marketer's
ability to measure effectiveness, track customer buying behavior, conduct research and
manage data. Market research can use technology to automate telephone research and
provide interactive focus groups online. Additionally, databases has allowed easy
storage and access to all market research results.
✔✔Describe the regulation of marketing-information management - ✔✔The Federal
Trade Commission has guidelines for managing and protecting consumer information.
This includes the management of the "Do Not Call Registry" that allows consumers to
manage who they receive solicitation phone calls from at their home.
✔✔Explain the nature of marketing research - ✔✔Marketing research is a process that
involves identifying a problem, gathering and analyzing data, developing solutions,
, implementing actions and monitoring results. Marketing research is used to understand
customer behavior, product uses, learn about
competitors, and understand brand awareness. There are two types of market research:
qualitative and quantitative. Qualitative research is used to answer questions beginning
with "why" or "how". Quantitative research answers questions that start with "how many"
or "how much".
✔✔Discuss the nature of marketing research problems/issues - ✔✔A marketing
research problem is a way to identify objectives that should be met during the data
gathering process. The market research problem will guide decisions regarding what
data needs to be collected and how it will be used to identify a solution. This step of the
market research also focuses the marketer on a specific issue to resolve.
✔✔Describe methods used to design marketing research studies (descriptive,
exploratory, causal) - ✔✔Market research studies may use qualitative and quantitative
data to create solutions to a marketing problem. Qualitative research typically obtains
information from large numbers of people. The information is gathered using surveys or
questionnaires. Quantitative research usually involves a smaller number of people and
may include using personal interviews as a method to obtain information. Exploratory
research is used when the researcher does not know the problem or the means to
search to the solution. There is no guidance for this type of research. Descriptive
research is used when the researcher knows exactly what the problem is and how to go
about finding information to solve it using secondary data. Causal research is used to
find out whether or not there are any relationships between certain factors (cause and
effect).
✔✔Describe options businesses use to obtain marketing-research data (primary and
secondary research) - ✔✔Businesses may use internal and external resources to
collect market research data. Internal information (primary data) can include customer
records, sales reports, production and operations reports, and performance information.
External information (secondary data) can be provided from trade associations,
business publications and market research companies.
✔✔Discuss the nature of sampling plans (who, how many, how chosen) - ✔✔A sample
is a smaller group of a group of people a business is interested in understanding. In
order for a sample to reflect the larger group, researchers often use random sampling
for fairness. The larger the sample evaluated, the more accurate the data will be. The
size of a sample is determined by the budget and degree of accuracy requested by the
company.
✔✔Describe data-collection methods (observations, mail, telephone, Internet,
discussion groups, interviews, scanners) - ✔✔Market research can be collected using
primary and secondary data. Primary data is collected using the survey method
(information is gathered through surveys), observation method (information is gathered
by watching and recording people's actions) and experimental method (using controlled
AND QUESTIONS SET A+
✔✔Explain the nature and scope of the marketing information management function -
✔✔The marketing information management function includes the activities related to
gathering information on various aspects of the marketplace and analyzing the data to
determine an effective marketing strategy. Various forms of market research are used in
this function on a regular basis to support the decision making process so that
marketing strategies are effective and profitable.
✔✔Explain the role of ethics in marketing-information management - ✔✔Marketers have
a responsibility to be ethical when gathering and storing information. As market
research is conducted, private and competitive information must be held confidential.
Gaining access to private or otherwise protected information in an unethical way should
be avoided as well as pressuring individuals to supply information. Companies are
encouraged to set standards for their employees to follow when conducting marketing
research.
✔✔Describe the use of technology in the marketing-information management function -
✔✔Technology has had a significant impact on the ability to successfully manage
marketing information management activities. The Internet has increased a marketer's
ability to measure effectiveness, track customer buying behavior, conduct research and
manage data. Market research can use technology to automate telephone research and
provide interactive focus groups online. Additionally, databases has allowed easy
storage and access to all market research results.
✔✔Describe the regulation of marketing-information management - ✔✔The Federal
Trade Commission has guidelines for managing and protecting consumer information.
This includes the management of the "Do Not Call Registry" that allows consumers to
manage who they receive solicitation phone calls from at their home.
✔✔Explain the nature of marketing research - ✔✔Marketing research is a process that
involves identifying a problem, gathering and analyzing data, developing solutions,
, implementing actions and monitoring results. Marketing research is used to understand
customer behavior, product uses, learn about
competitors, and understand brand awareness. There are two types of market research:
qualitative and quantitative. Qualitative research is used to answer questions beginning
with "why" or "how". Quantitative research answers questions that start with "how many"
or "how much".
✔✔Discuss the nature of marketing research problems/issues - ✔✔A marketing
research problem is a way to identify objectives that should be met during the data
gathering process. The market research problem will guide decisions regarding what
data needs to be collected and how it will be used to identify a solution. This step of the
market research also focuses the marketer on a specific issue to resolve.
✔✔Describe methods used to design marketing research studies (descriptive,
exploratory, causal) - ✔✔Market research studies may use qualitative and quantitative
data to create solutions to a marketing problem. Qualitative research typically obtains
information from large numbers of people. The information is gathered using surveys or
questionnaires. Quantitative research usually involves a smaller number of people and
may include using personal interviews as a method to obtain information. Exploratory
research is used when the researcher does not know the problem or the means to
search to the solution. There is no guidance for this type of research. Descriptive
research is used when the researcher knows exactly what the problem is and how to go
about finding information to solve it using secondary data. Causal research is used to
find out whether or not there are any relationships between certain factors (cause and
effect).
✔✔Describe options businesses use to obtain marketing-research data (primary and
secondary research) - ✔✔Businesses may use internal and external resources to
collect market research data. Internal information (primary data) can include customer
records, sales reports, production and operations reports, and performance information.
External information (secondary data) can be provided from trade associations,
business publications and market research companies.
✔✔Discuss the nature of sampling plans (who, how many, how chosen) - ✔✔A sample
is a smaller group of a group of people a business is interested in understanding. In
order for a sample to reflect the larger group, researchers often use random sampling
for fairness. The larger the sample evaluated, the more accurate the data will be. The
size of a sample is determined by the budget and degree of accuracy requested by the
company.
✔✔Describe data-collection methods (observations, mail, telephone, Internet,
discussion groups, interviews, scanners) - ✔✔Market research can be collected using
primary and secondary data. Primary data is collected using the survey method
(information is gathered through surveys), observation method (information is gathered
by watching and recording people's actions) and experimental method (using controlled
