1
MKTG 310 EXAM 2 KU QUESTIONS
WITH SOLUTIONS
Marketing research - correct-answer - The process of defining a marketing
problem and opportunity, collecting and analyzing information, and
recommending actions
Five-Step Marketing Approach - correct-answer - Define the problem
Develop the research plan
Collect relevant data
Develop findings
Take marketing actions
Define the problem - correct-answer - Set objectives
Identify possible marketing actions
, 2
Develop the research plan - correct-answer - Specify constraints
Identify data needed for actions
Determine how to college data
Collect relevant information - correct-answer - Obtain secondary and primary data
Develop findings - correct-answer - Analyze the data
Present the findings
Take marketing actions - correct-answer - Make action recommendations
Implement recommendations
Evaluate results
, 3
Decision - correct-answer - A conscious choice from among two or more
alternatives
Decision making - correct-answer - The act of consciously choosing from among
alternatives
Research objectives - correct-answer - Measurable goals the decision maker seeks
to achieve in conducting the marketing research
Exploratory research - correct-answer - Provides ideas about a vague problem
Descriptive research - correct-answer - Involves trying to find the frequency with
which something occurs or the extent of a relationship between two factors
, 4
Casual research - correct-answer - Determine the extent to which the change in
one factor changes another one
Measures of success - correct-answer - Criteria or standards used in evaluating
proposed solutions to the problem
How to collect data - correct-answer - Concepts
Methods
Concepts - correct-answer - Ideas about products or services
New-product concept - correct-answer - Picture or verbal description of a product
or service the firm might offer for sale
MKTG 310 EXAM 2 KU QUESTIONS
WITH SOLUTIONS
Marketing research - correct-answer - The process of defining a marketing
problem and opportunity, collecting and analyzing information, and
recommending actions
Five-Step Marketing Approach - correct-answer - Define the problem
Develop the research plan
Collect relevant data
Develop findings
Take marketing actions
Define the problem - correct-answer - Set objectives
Identify possible marketing actions
, 2
Develop the research plan - correct-answer - Specify constraints
Identify data needed for actions
Determine how to college data
Collect relevant information - correct-answer - Obtain secondary and primary data
Develop findings - correct-answer - Analyze the data
Present the findings
Take marketing actions - correct-answer - Make action recommendations
Implement recommendations
Evaluate results
, 3
Decision - correct-answer - A conscious choice from among two or more
alternatives
Decision making - correct-answer - The act of consciously choosing from among
alternatives
Research objectives - correct-answer - Measurable goals the decision maker seeks
to achieve in conducting the marketing research
Exploratory research - correct-answer - Provides ideas about a vague problem
Descriptive research - correct-answer - Involves trying to find the frequency with
which something occurs or the extent of a relationship between two factors
, 4
Casual research - correct-answer - Determine the extent to which the change in
one factor changes another one
Measures of success - correct-answer - Criteria or standards used in evaluating
proposed solutions to the problem
How to collect data - correct-answer - Concepts
Methods
Concepts - correct-answer - Ideas about products or services
New-product concept - correct-answer - Picture or verbal description of a product
or service the firm might offer for sale
