MKTG 352 FINAL EXAMS WITH ACCURATE
ANSWERS
Marketing Research
process of designing, gathering, analyzing & reporting information that may be used to solve a
marketing problem (i.e., creates marketing deliverables
- Links an organization to its market through the gathering of information
Internal Marketing Research
- Methodological consistency
- Lower research costs
- Actionable research results
5 Sanity-Saving Tips for Arguing on the Internet
External Marketing Research
- More objective & less subject to company politics
- Specialized skills
- Greater flexibility
Applied Research
Research designed to solve a specific problem - usually for a specific company
,Basic Research
Research designed to extend knowledge of marketing phenomena (academic journals)
Marketing Research Process
Problem Definition
Research Design
Sampling
Data Gathering
Data Analysis
Report Results
Process guided by the scientific method - research should be logical, objective, systematic, reliable and
valid
Secondary Data
Information that has been collected for a purpose other than the research at hand
Primary Data
Information that has been gathered specifically for the research objectives at hand
Exploratory Research
- Focus Groups
- Content Analysis
- Observation
- Secondary Source
, Insights to define the problem situation
Understanding of motivations, attitudes & behaviors not easily accessible through other methods
Descriptive Research
- Cross-Tabs
- T-tests, ANOVA
- Regression
Quantitative data to answer research questions such as who, what, when, where & how
Information about competitors, target markets & environmental factors
Causal Research
- Experiments
Research used to determine cause-and-effect relationships between two or more variables
Census
Attempts to collect data from everyone in the target market
Sample
Small # of members of the target population the researcher is interested in, used to generalize the
findings to a larger population
ANSWERS
Marketing Research
process of designing, gathering, analyzing & reporting information that may be used to solve a
marketing problem (i.e., creates marketing deliverables
- Links an organization to its market through the gathering of information
Internal Marketing Research
- Methodological consistency
- Lower research costs
- Actionable research results
5 Sanity-Saving Tips for Arguing on the Internet
External Marketing Research
- More objective & less subject to company politics
- Specialized skills
- Greater flexibility
Applied Research
Research designed to solve a specific problem - usually for a specific company
,Basic Research
Research designed to extend knowledge of marketing phenomena (academic journals)
Marketing Research Process
Problem Definition
Research Design
Sampling
Data Gathering
Data Analysis
Report Results
Process guided by the scientific method - research should be logical, objective, systematic, reliable and
valid
Secondary Data
Information that has been collected for a purpose other than the research at hand
Primary Data
Information that has been gathered specifically for the research objectives at hand
Exploratory Research
- Focus Groups
- Content Analysis
- Observation
- Secondary Source
, Insights to define the problem situation
Understanding of motivations, attitudes & behaviors not easily accessible through other methods
Descriptive Research
- Cross-Tabs
- T-tests, ANOVA
- Regression
Quantitative data to answer research questions such as who, what, when, where & how
Information about competitors, target markets & environmental factors
Causal Research
- Experiments
Research used to determine cause-and-effect relationships between two or more variables
Census
Attempts to collect data from everyone in the target market
Sample
Small # of members of the target population the researcher is interested in, used to generalize the
findings to a larger population
