Mktg 311 Exam #2 Updated Actual Questions And Correct Answers

MKTG 311 EXAM #2 UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS

Question:
1. Market Research
Answer:
the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation
facing an organization
a very narrow concept that also includes research into new products/modes of distribution

Question:
2. Marketing Research Process
Answer:
1. Defining the problem and research objectives
2. Developing the research plan for collecting information
3. Implementing the research plan - collecting and analyzing the data
4. Interpreting and reporting the findings

Question:
3. Exploratory Research
Answer:
preliminary research and information; define the problem and suggest hypotheses

Question:
4. Descriptive Research
Answer:
describes marketing problems
know the question --> looking for answers

Question:
5. Causal Research
Answer:
test hypotheses about cause-and-effect relationships
know what you are looking for

Question:
6. Primary Data
Answer:
asking customers/suppliers how they feel about a business or surveys conducted by research firms

Question:
7. Research Approaches (Primary Data)
Answer:
observational, focus group, survey, behavioral, experimental

,Question:
8. Observational Research
Answer:
gathering primary data by observing relevant people, actions, and situations
*ethnographic research*

Question:
9. Survey Research
Answer:
gathering primary data by asking people questions about their knowledge, attitudes, preferences, and
buying behavior most widely used

Question:
10. Experimental Research
Answer:
gathering primary data by selecting matched groups of subjects, giving them different treatments,
controlling related factors, and checking for differences in group responses

Question:
11. Advantages of Primary Data
Answer:
Answers a specific research question Data are current Source of data is known Secrecy can be maintained

Question:
12. Disadvantages of Primary Data
Answer:
costly and time consuming

Question:
13. Examples of Primary Data
Answer:
direct-mail questionnaires, on-line or telephone surveys, experiments, panel studies, test marketing,
behavior observation

Question:
14. Secondary Data
Answer:
data previously collected for any purpose other than the one at hand

Question:
15. Types of Secondary Data
Answer:
data collected by the government, other population demographics collected by federal government
agencies, reports issued by research institutions, news reports, academic journals, newsletters, and
magazines and newspapers

, Question:
16. Advantages of Secondary Data
Answer:
time savings, inexpensive

Question:
17. Disadvantages of Secondary Data
Answer:
lack of availability, lack of relevance, inaccuracy, insufficiency

Question:
18. Sample
Answer:
a segment of the population selected for marketing research to represent the population as a whole

Question:
19. Probability Samples
Answer:
a research sample in which all members of the target population have an equal and independent chance of
being selected for the study
simple random + stratified

Question:
20. Simple Random Sample
Answer:
every member of the population has a known and equal chance of selection

Question:
21. Stratified Sample
Answer:
subgroups in the population are represented proportionally in the sample

Question:
22. Non-Probability Samples
Answer:
instances in which the chances (probability) of selecting members from the population into the sample are
unknown
judgment, convenience, quota

Question:
23. Judgment Sample
Answer:
a nonprobability sample in which the sample elements are handpicked because they are expected to serve
the research purpose

Question:
24. Convenience Sample