Marketing 341 Exam 2 (7-12) Questions With
Complete Answers
Marketing Research - ANSWER the systematic design, collection, analysis, and reporting of
data relevant to a specific marketing situation facing an organization
define the problem
develop research plan
collect information
develop findings
take marketing actions - ANSWER 5 Step Approach in Marketing Decision
define the problem - ANSWER STEP IN MARKETING DECISION APPROACH
setting research objectives
identifying possible marketing actions
measures of success - ANSWER criteria or standards used in evaluating proposed solutions to
the problem
Develop research plan - ANSWER STEP IN MARKETING DECISION APPROACH
,specifying constraints
identifying data needed
determine how to collect data
Concepts - ANSWER ideas about products or services
Methods - ANSWER the approaches that can be used to collect data to solve all or part of a
problem
secondary data - ANSWER information that already exists somewhere, having been collected
for another purpose
primary data - ANSWER information collected for the specific purpose at hand
collect relevant information - ANSWER STEP IN MARKETING DECISION APPROACH
data facts and figures are divided into two parts
observing people and asking them questions
observational data - ANSWER facts and figures obtained by watching, either mechanically or
in person, how people actually behave
, questionnaire data - ANSWER facts and figures obtained by asking people about their
attitudes, awareness, intentions, and behaviors
national tv ratings - ANSWER example of mechanical data methods
personal data methods - ANSWER watching consumers in person, mystery shoppers are
example of what data method?
ethnographic research - ANSWER a form of observational research that involves sending
trained observers to watch and interact with consumers in their "natural environments"
focus groups - ANSWER informal sessions of 6 to 10 past, present, or prospective customers in
which a discussion leader, or moderator, asks for opinions about the firm's products and
those of its competitors
semantic differential scale - ANSWER a five-point scale in which the opposite ends have one-
or two-word adjectives that have opposite meanings
Likert Scale - ANSWER a numerical scale used to assess attitudes; includes a set of possible
answers with labeled anchors on each extreme
Big Data - ANSWER used to describe large amounts of data collected from a variety of
Complete Answers
Marketing Research - ANSWER the systematic design, collection, analysis, and reporting of
data relevant to a specific marketing situation facing an organization
define the problem
develop research plan
collect information
develop findings
take marketing actions - ANSWER 5 Step Approach in Marketing Decision
define the problem - ANSWER STEP IN MARKETING DECISION APPROACH
setting research objectives
identifying possible marketing actions
measures of success - ANSWER criteria or standards used in evaluating proposed solutions to
the problem
Develop research plan - ANSWER STEP IN MARKETING DECISION APPROACH
,specifying constraints
identifying data needed
determine how to collect data
Concepts - ANSWER ideas about products or services
Methods - ANSWER the approaches that can be used to collect data to solve all or part of a
problem
secondary data - ANSWER information that already exists somewhere, having been collected
for another purpose
primary data - ANSWER information collected for the specific purpose at hand
collect relevant information - ANSWER STEP IN MARKETING DECISION APPROACH
data facts and figures are divided into two parts
observing people and asking them questions
observational data - ANSWER facts and figures obtained by watching, either mechanically or
in person, how people actually behave
, questionnaire data - ANSWER facts and figures obtained by asking people about their
attitudes, awareness, intentions, and behaviors
national tv ratings - ANSWER example of mechanical data methods
personal data methods - ANSWER watching consumers in person, mystery shoppers are
example of what data method?
ethnographic research - ANSWER a form of observational research that involves sending
trained observers to watch and interact with consumers in their "natural environments"
focus groups - ANSWER informal sessions of 6 to 10 past, present, or prospective customers in
which a discussion leader, or moderator, asks for opinions about the firm's products and
those of its competitors
semantic differential scale - ANSWER a five-point scale in which the opposite ends have one-
or two-word adjectives that have opposite meanings
Likert Scale - ANSWER a numerical scale used to assess attitudes; includes a set of possible
answers with labeled anchors on each extreme
Big Data - ANSWER used to describe large amounts of data collected from a variety of
