©THEBRIGHTSTARS 2024
MARK 3000 UGA McManus - Test 2 Exam
Questions With Correct Answers.
Marketing Research - answer✔✔a set of techniques and principles for systematically collecting,
recording, analyzing and interpreting data that can aid decision makers involved in marketing
goods, services or ideas
Research Process - answer✔✔Defining objectives & research needs, Designing the research,
Data collection process, Analyzing data & developing insights, and Action plan &
implementation
Secondary Data - answer✔✔pieces of information that have already been collected from other
sources and usually are readily available
External Secondary Data - answer✔✔government sources, census, syndicated data
Internal Secondary Data - answer✔✔data warehouses & data mining
Primary Data - answer✔✔data collected to address specific research needs
Sample - answer✔✔a group of customers who represent the customers of interest in a research
study
Data - answer✔✔Raw numbers or facts
Information - answer✔✔organized, analyzed, interpreted data that offer value to marketers
Syndicated data - answer✔✔data available for a fee from commercial research firms such as
Information Resources Inc. (IRI), National Purchase Diary Panel and ACNielsen
Scanner Data - answer✔✔a type of syndicated external secondary data used in quantitative
research that is obtained from scanner readings of UPC codes at check-out counters
Panel Data - answer✔✔information collected from a group of consumers
Data Warehouse - answer✔✔large computer files that store millions and even billions of
individual data
Data Mining - answer✔✔the use of a variety of statistical analysis tools to uncover previously
unknown patterns in the data stored in databases or relationships among variables
, ©THEBRIGHTSTARS 2024
Virtual Community - answer✔✔an online network of people who communicate about specific
topics
Qualitative Research Methods - answer✔✔observation, in-depth interviews, focus groups, &
social media research
Churn - answer✔✔the number of consumers who stop using a product or service, divided by the
average number of consumers of that product or service
Qualitative Research - answer✔✔internal research methods, including observation, following
social media sights, in-depth interviews, focus groups and projective techniques
Quantitative Research - answer✔✔structured responses that can be statistically tested to confirm
insights and hypotheses generated via qualitative research or secondary data
Observation - answer✔✔an exploratory research method that entails examining purchase and
consumption behaviors through personal or video camera scrutiny (manual, mechanical,
ethnographic)
Sentiment Mining - answer✔✔data gathered by evaluating customer comments posted through
social media sites like Facebook and Twitter (finding location of sentiment)
In-Depth Interview - answer✔✔an exploratory research technique in which trained researchers
ask questions, listen to and record the answers, and then pose additional questions to clarify or
expand a particular issue (unstructured, time consuming, costly)
Focus Group Interview - answer✔✔a research technique in which a small group of persons
(usually 8 to 12) comes together for an intensive discussion about a particular topic, with the
conversation guided by a trained moderator using an unstructured method of inquiry
Social Media Research - answer✔✔involves monitoring blogs, online communities, & sentiment
mining
Survey - answer✔✔a systematic means of collecting information from people that generally uses
a questionnaire
Questionnare - answer✔✔a form that features a set of questions designed to gather information
from respondents and thereby accomplish the researcher's objectives; can be structured or
unstructured
Unstructured Questions - answer✔✔open-ended questions that allow respondents to answer in
their own words (qualitative)
Structured Questions - answer✔✔closed-ended questions for which a discrete set of response
alternatives, or specific answers, is provided for respondents to evaluate (quantitative)
MARK 3000 UGA McManus - Test 2 Exam
Questions With Correct Answers.
Marketing Research - answer✔✔a set of techniques and principles for systematically collecting,
recording, analyzing and interpreting data that can aid decision makers involved in marketing
goods, services or ideas
Research Process - answer✔✔Defining objectives & research needs, Designing the research,
Data collection process, Analyzing data & developing insights, and Action plan &
implementation
Secondary Data - answer✔✔pieces of information that have already been collected from other
sources and usually are readily available
External Secondary Data - answer✔✔government sources, census, syndicated data
Internal Secondary Data - answer✔✔data warehouses & data mining
Primary Data - answer✔✔data collected to address specific research needs
Sample - answer✔✔a group of customers who represent the customers of interest in a research
study
Data - answer✔✔Raw numbers or facts
Information - answer✔✔organized, analyzed, interpreted data that offer value to marketers
Syndicated data - answer✔✔data available for a fee from commercial research firms such as
Information Resources Inc. (IRI), National Purchase Diary Panel and ACNielsen
Scanner Data - answer✔✔a type of syndicated external secondary data used in quantitative
research that is obtained from scanner readings of UPC codes at check-out counters
Panel Data - answer✔✔information collected from a group of consumers
Data Warehouse - answer✔✔large computer files that store millions and even billions of
individual data
Data Mining - answer✔✔the use of a variety of statistical analysis tools to uncover previously
unknown patterns in the data stored in databases or relationships among variables
, ©THEBRIGHTSTARS 2024
Virtual Community - answer✔✔an online network of people who communicate about specific
topics
Qualitative Research Methods - answer✔✔observation, in-depth interviews, focus groups, &
social media research
Churn - answer✔✔the number of consumers who stop using a product or service, divided by the
average number of consumers of that product or service
Qualitative Research - answer✔✔internal research methods, including observation, following
social media sights, in-depth interviews, focus groups and projective techniques
Quantitative Research - answer✔✔structured responses that can be statistically tested to confirm
insights and hypotheses generated via qualitative research or secondary data
Observation - answer✔✔an exploratory research method that entails examining purchase and
consumption behaviors through personal or video camera scrutiny (manual, mechanical,
ethnographic)
Sentiment Mining - answer✔✔data gathered by evaluating customer comments posted through
social media sites like Facebook and Twitter (finding location of sentiment)
In-Depth Interview - answer✔✔an exploratory research technique in which trained researchers
ask questions, listen to and record the answers, and then pose additional questions to clarify or
expand a particular issue (unstructured, time consuming, costly)
Focus Group Interview - answer✔✔a research technique in which a small group of persons
(usually 8 to 12) comes together for an intensive discussion about a particular topic, with the
conversation guided by a trained moderator using an unstructured method of inquiry
Social Media Research - answer✔✔involves monitoring blogs, online communities, & sentiment
mining
Survey - answer✔✔a systematic means of collecting information from people that generally uses
a questionnaire
Questionnare - answer✔✔a form that features a set of questions designed to gather information
from respondents and thereby accomplish the researcher's objectives; can be structured or
unstructured
Unstructured Questions - answer✔✔open-ended questions that allow respondents to answer in
their own words (qualitative)
Structured Questions - answer✔✔closed-ended questions for which a discrete set of response
alternatives, or specific answers, is provided for respondents to evaluate (quantitative)
