MKTG 3310 EXAM 2 QUESTIONS AND VERIFIED
ANSWERS
dichotomous question - Answers - has fixed answer that is either yes or no
semantic scale question - Answers - one that uses a five point scale in which the
opposite ends have one or two word adjectives that have opposite meanings
data warehouse - Answers - can be accessed later with queries
exploratory research - Answers - provides ideas about a relatively vague problem
descriptive research - Answers - generally involves trying to find the frequency that
something occurs of the extent of a relationship between two factors
casual research - Answers - tries to determine the extent to which the change in one
factor changes another
focus group - Answers - an informal method of inquiry, which makes it more effective in
uncovering ideas that are difficult to obtain with individual interviews
measure of success - Answers - criteria or standards used in evaluating proposed
solution to the problem,
organizational synergy - Answers - increased customer value achieved through
performing organizational functions such as marketing or manufacturing more efficiently
bases to segment consumer markets: - Answers - demographics
psychographics
geographics
product - Answers - good, service, or idea consisting of a bundle of tangible and
intangible attributes that satisfies a consumers needs and is received in exchange for
money or something else in value
service - Answers - intangible activity or benefit that an organization provides to satisfy
consumers needs in exchange for money or something else in value
consumer product - Answers - product that is purchased by the ultimate consumer
business product - Answers - product that organizations buy that assist in providing
other products for resale
ANSWERS
dichotomous question - Answers - has fixed answer that is either yes or no
semantic scale question - Answers - one that uses a five point scale in which the
opposite ends have one or two word adjectives that have opposite meanings
data warehouse - Answers - can be accessed later with queries
exploratory research - Answers - provides ideas about a relatively vague problem
descriptive research - Answers - generally involves trying to find the frequency that
something occurs of the extent of a relationship between two factors
casual research - Answers - tries to determine the extent to which the change in one
factor changes another
focus group - Answers - an informal method of inquiry, which makes it more effective in
uncovering ideas that are difficult to obtain with individual interviews
measure of success - Answers - criteria or standards used in evaluating proposed
solution to the problem,
organizational synergy - Answers - increased customer value achieved through
performing organizational functions such as marketing or manufacturing more efficiently
bases to segment consumer markets: - Answers - demographics
psychographics
geographics
product - Answers - good, service, or idea consisting of a bundle of tangible and
intangible attributes that satisfies a consumers needs and is received in exchange for
money or something else in value
service - Answers - intangible activity or benefit that an organization provides to satisfy
consumers needs in exchange for money or something else in value
consumer product - Answers - product that is purchased by the ultimate consumer
business product - Answers - product that organizations buy that assist in providing
other products for resale
