MKT 3370 Exam 1 Questions with Correct Answers Latest Update 2025/2026
Marketing Research - Answers Systematic process that links an organization to its market
through gathering of information.
Marketing Research Application - Answers Can be applied to wide variety of problems, including
the 4 Ps:
Price
Place
Promotion
Product
Product decisions are varied and include the following: - Answers New product development
and introduction
Branding
Positioning
Positioning - Answers A process in which a company seeks to understand how present or
possible products are perceived by consumers on relevant product attributes
Perceptual Mapping - Answers a technique that is often used to picture the relative position of
products on two or more dimensions important to consumers in making their choice to
purchase
How To Create the map - Answers ask consumers to indicate how similar or dissimilar a group
of relevant brands or products are to each other.
Common Types of Marketing Research - Answers Retailing Research
Behavioral Research / Targeting
Shopper Marketing
Retailing Research - Answers Focuses on trade area analysis, store image/perception, in-store
traffic patterns, and location analysis
Behavioral Research / Targeting - Answers Displaying ads at one website based on a user's
previous surfing behavior. AKA Behavioral targeting
Shopper Marketing - Answers Marketing to consumers based on research of the entire process
consumers go through when making a purchase
, Types of Marketing Research Firms - Answers Classified as, internal or external and custom or
standardized
Internal Research Providers - Answers Typically organizational units that reside within a
company. I.E IBM, procter & gamble, Kraft foods, all have internal marketing research depts.
External Sources - Answers Usually referred to as marketing research suppliers, perform all
aspects of the research, including study design, questionnaire production, interviewing, data
analysis, and report preparation.
Why do many companies use external research suppliers? - Answers The suppliers can be more
objective and less subject to company politics and regulations than internal suppliers
Customized Research Firms - Answers provide specialized, highly tailored services to the client.
Many firms concentrate their activities to one specific area such as brand-name testing.
Standardized Research Firms - Answers Provide more general services. These firms follow an
establish, common approach in research design, so the results of a study conducted for one
client can be compared to norms from studies done for other clients.
Curbstoning - Answers When the researchers trained interviewers or observers, rather than
conducting interviews or observing respondents' actions as directed in the study, will complete
the interviews themselves or make up "observed" respondents' behaviors. This can be used to
inflate sample size.
Subject Debriefing - Answers At the end of any study involving deception, subjects must be
"debriefed" and the deceptions must be explained.
Sugging / Frugging - Answers Claiming that a survey is for research purposes and then asking
for a sale (sugging) or donation (frugging)
The four phases of the information research process - Answers 1. Determine the research
problem
2. Select the appropriate research design
3. Execute the research design
4. Communicate the research results
Secondary Data - Answers information previously collected for some other problem or issue
Primary Data - Answers Information collected specifically for a current research problem or
opportunity.
Two types of secondary data - Answers Internal Secondary Data and External Secondary Data
Marketing Research - Answers Systematic process that links an organization to its market
through gathering of information.
Marketing Research Application - Answers Can be applied to wide variety of problems, including
the 4 Ps:
Price
Place
Promotion
Product
Product decisions are varied and include the following: - Answers New product development
and introduction
Branding
Positioning
Positioning - Answers A process in which a company seeks to understand how present or
possible products are perceived by consumers on relevant product attributes
Perceptual Mapping - Answers a technique that is often used to picture the relative position of
products on two or more dimensions important to consumers in making their choice to
purchase
How To Create the map - Answers ask consumers to indicate how similar or dissimilar a group
of relevant brands or products are to each other.
Common Types of Marketing Research - Answers Retailing Research
Behavioral Research / Targeting
Shopper Marketing
Retailing Research - Answers Focuses on trade area analysis, store image/perception, in-store
traffic patterns, and location analysis
Behavioral Research / Targeting - Answers Displaying ads at one website based on a user's
previous surfing behavior. AKA Behavioral targeting
Shopper Marketing - Answers Marketing to consumers based on research of the entire process
consumers go through when making a purchase
, Types of Marketing Research Firms - Answers Classified as, internal or external and custom or
standardized
Internal Research Providers - Answers Typically organizational units that reside within a
company. I.E IBM, procter & gamble, Kraft foods, all have internal marketing research depts.
External Sources - Answers Usually referred to as marketing research suppliers, perform all
aspects of the research, including study design, questionnaire production, interviewing, data
analysis, and report preparation.
Why do many companies use external research suppliers? - Answers The suppliers can be more
objective and less subject to company politics and regulations than internal suppliers
Customized Research Firms - Answers provide specialized, highly tailored services to the client.
Many firms concentrate their activities to one specific area such as brand-name testing.
Standardized Research Firms - Answers Provide more general services. These firms follow an
establish, common approach in research design, so the results of a study conducted for one
client can be compared to norms from studies done for other clients.
Curbstoning - Answers When the researchers trained interviewers or observers, rather than
conducting interviews or observing respondents' actions as directed in the study, will complete
the interviews themselves or make up "observed" respondents' behaviors. This can be used to
inflate sample size.
Subject Debriefing - Answers At the end of any study involving deception, subjects must be
"debriefed" and the deceptions must be explained.
Sugging / Frugging - Answers Claiming that a survey is for research purposes and then asking
for a sale (sugging) or donation (frugging)
The four phases of the information research process - Answers 1. Determine the research
problem
2. Select the appropriate research design
3. Execute the research design
4. Communicate the research results
Secondary Data - Answers information previously collected for some other problem or issue
Primary Data - Answers Information collected specifically for a current research problem or
opportunity.
Two types of secondary data - Answers Internal Secondary Data and External Secondary Data
