MKT 352 MIDTERM EXAM QUESTIONS & ANSWERS
What is marketing research? - Answer -an organization gathers and interprets data
from the environment for use in developing, implementing, and monitoring the firm's
marketing plans.
the organization's formal communication link with the environment
Why do we need marketing research? - Answer -Marketers "need Information" about
"uncontrollable" environments
in order to make good marketing decisions
How do you conduct marketing research? - Answer -1. Formulate problem
2. Determine research design (primary or secondary data)
3. Analyze and interpret data
4. Prepare the research report
Example: The Handyman Tools Company commissioned a survey designed to
determine whether homeowners prefer plastic or metal casings on electric screwdrivers.
The results of this survey will likely be used as input into decisions concerning which
element of the marketing mix? - Answer -Product
Specify the (six) key steps in problem formulation - Answer -1. Meet with client
2. Clarify the problem/opportunity
3. State the managers decision problem
4. Develop possible research problems
5. Select research problem(s) to be addressed
6. Prepare research request agreement
Decision Problem - Answer -The basic problem facing the manager, in that marketing
research is intended to provide answers.
-describe the manager's view of the situation
-action-oriented
-focuses on absorbed symptoms (outcomes)
-holistic and small in number
-loosely defined
-takes form of a question
Example: Which of the following incorrectly describes the difference between marketing
researchers and clients (=managers)? - Answer -A.Marketing researchers are equipped
with problem-solving techniques, while clients have more knowledge about the business
background.
B.Marketing researchers tend to be more scientific and objective while clients tend to be
more pragmatic and subjective.
, C.Marketing researchers focus on making good decisions, while clients' interest lies in
gathering useful information.
D.Marketing researchers approach the issue more analytically, while clients tend to
react more emotionally.
E.None of the above is correct.
Answer: C (marketing researchers focus on...)
Describe the major emphasis of each of the three basic types of research design -
Answer -Exploratory:
-discover ideas and insights
Descriptive:
-describing a population with respect to important variables
Causal:
-establish cause-and-effect relationships between variables
Describe the key characteristics and basic uses of exploratory research - Answer --
provide a better understanding of a situation
-Literature search, Depth interview, Focus group, Case study
-Produce hypotheses about what is going on in a situation
-Help define the research problem(s)
-Increase a researcher's familiarity with a problem
-Providing directions to more formal, conclusive research
Discuss the difference between cross-sectional and longitudinal descriptive research
designs - Answer -Cross-sectional Study
-Single point in time measures of a sample selected from a population
-vertical (up and down)
-representative sampling
-cost
-sample survey
Longitudinal Analysis
-Repeated measures, over time, of a fixed sample
-horizontal (left to right)
-detecting change
-large amount of data collection per person
-continuous and discontinuous panel
Understand the concept of causality and clarify the difference between laboratory
experiments and field experiments - Answer -A type of conclusive research whose
major objective is to obtain evidence regarding "cause-and-effect" relationships
What is marketing research? - Answer -an organization gathers and interprets data
from the environment for use in developing, implementing, and monitoring the firm's
marketing plans.
the organization's formal communication link with the environment
Why do we need marketing research? - Answer -Marketers "need Information" about
"uncontrollable" environments
in order to make good marketing decisions
How do you conduct marketing research? - Answer -1. Formulate problem
2. Determine research design (primary or secondary data)
3. Analyze and interpret data
4. Prepare the research report
Example: The Handyman Tools Company commissioned a survey designed to
determine whether homeowners prefer plastic or metal casings on electric screwdrivers.
The results of this survey will likely be used as input into decisions concerning which
element of the marketing mix? - Answer -Product
Specify the (six) key steps in problem formulation - Answer -1. Meet with client
2. Clarify the problem/opportunity
3. State the managers decision problem
4. Develop possible research problems
5. Select research problem(s) to be addressed
6. Prepare research request agreement
Decision Problem - Answer -The basic problem facing the manager, in that marketing
research is intended to provide answers.
-describe the manager's view of the situation
-action-oriented
-focuses on absorbed symptoms (outcomes)
-holistic and small in number
-loosely defined
-takes form of a question
Example: Which of the following incorrectly describes the difference between marketing
researchers and clients (=managers)? - Answer -A.Marketing researchers are equipped
with problem-solving techniques, while clients have more knowledge about the business
background.
B.Marketing researchers tend to be more scientific and objective while clients tend to be
more pragmatic and subjective.
, C.Marketing researchers focus on making good decisions, while clients' interest lies in
gathering useful information.
D.Marketing researchers approach the issue more analytically, while clients tend to
react more emotionally.
E.None of the above is correct.
Answer: C (marketing researchers focus on...)
Describe the major emphasis of each of the three basic types of research design -
Answer -Exploratory:
-discover ideas and insights
Descriptive:
-describing a population with respect to important variables
Causal:
-establish cause-and-effect relationships between variables
Describe the key characteristics and basic uses of exploratory research - Answer --
provide a better understanding of a situation
-Literature search, Depth interview, Focus group, Case study
-Produce hypotheses about what is going on in a situation
-Help define the research problem(s)
-Increase a researcher's familiarity with a problem
-Providing directions to more formal, conclusive research
Discuss the difference between cross-sectional and longitudinal descriptive research
designs - Answer -Cross-sectional Study
-Single point in time measures of a sample selected from a population
-vertical (up and down)
-representative sampling
-cost
-sample survey
Longitudinal Analysis
-Repeated measures, over time, of a fixed sample
-horizontal (left to right)
-detecting change
-large amount of data collection per person
-continuous and discontinuous panel
Understand the concept of causality and clarify the difference between laboratory
experiments and field experiments - Answer -A type of conclusive research whose
major objective is to obtain evidence regarding "cause-and-effect" relationships
