MKT 3413 EXAM STUDY GUIDE 2026
QUESTIONS AND ANSWERS
a framework or blueprint for conducting the marketing research project - ANSWER-research
design
research design is defined by what 2 elements - ANSWER-purpose
methods
3 main types of research design - ANSWER-exploratory
descriptive
casual
exploratory research - ANSWER-- conducted to gain insights and ideas into the problem
confronting the management or researcher.
- should be used when management realizes a problem exists but does not yet understand why.
-info is loosely defined
-process is flexible and unstructured
-sample is small and non-representative
-qualitative
-tentative
methods of exploratory research - ANSWER--survey experts
-pilot data
-secondary data analysis
-qualitative research
A type of research design that has its primary objective the provision of insights into and
comprehension of the problem situation confronting the researcher. - ANSWER-exploratory
research
conclusive research - ANSWER--test specific hypotheses and examine relationships
-based on the assumption that the researcher has an accurate understanding of the problem at
hand
, -info is clearly defined
-process is formal and structured
-sample is large and representative
-quantitive
Which research design is more formal and structured? - ANSWER-conclusive research
descriptive research - ANSWER-- useful whenever research questions relate to describing a
market phenomenon
-assumes that the researcher has prior knowledge about the problem situation
- quantitative data
- collection of data in a structured fashion
-based on the specification of the information needed
-based on specific hypothesis
methods of descriptive statistics - ANSWER-- surveys/ observation methods
- panels
- observational and other data
involve questioning of respondents by administering a questionnaire - ANSWER-surveys
involve recording people's behavior without asking them questions - ANSWER-observations
descriptive research can be classified into 2 designs - ANSWER--cross-sectional designs
-longitudinal designs
cross-sectional designs - ANSWER-involve the one-time collection of information from any given
sample of population elements
longitudinal designs - ANSWER-a type of research design involving a fixed sample of population
elements that is measured repeatedly
cross-sectional design - ANSWER-provides a snapshot of the variables of interest at a single
point in time
longitudinal design - ANSWER-provides a series of pictures, which track the changes that take
place over time
QUESTIONS AND ANSWERS
a framework or blueprint for conducting the marketing research project - ANSWER-research
design
research design is defined by what 2 elements - ANSWER-purpose
methods
3 main types of research design - ANSWER-exploratory
descriptive
casual
exploratory research - ANSWER-- conducted to gain insights and ideas into the problem
confronting the management or researcher.
- should be used when management realizes a problem exists but does not yet understand why.
-info is loosely defined
-process is flexible and unstructured
-sample is small and non-representative
-qualitative
-tentative
methods of exploratory research - ANSWER--survey experts
-pilot data
-secondary data analysis
-qualitative research
A type of research design that has its primary objective the provision of insights into and
comprehension of the problem situation confronting the researcher. - ANSWER-exploratory
research
conclusive research - ANSWER--test specific hypotheses and examine relationships
-based on the assumption that the researcher has an accurate understanding of the problem at
hand
, -info is clearly defined
-process is formal and structured
-sample is large and representative
-quantitive
Which research design is more formal and structured? - ANSWER-conclusive research
descriptive research - ANSWER-- useful whenever research questions relate to describing a
market phenomenon
-assumes that the researcher has prior knowledge about the problem situation
- quantitative data
- collection of data in a structured fashion
-based on the specification of the information needed
-based on specific hypothesis
methods of descriptive statistics - ANSWER-- surveys/ observation methods
- panels
- observational and other data
involve questioning of respondents by administering a questionnaire - ANSWER-surveys
involve recording people's behavior without asking them questions - ANSWER-observations
descriptive research can be classified into 2 designs - ANSWER--cross-sectional designs
-longitudinal designs
cross-sectional designs - ANSWER-involve the one-time collection of information from any given
sample of population elements
longitudinal designs - ANSWER-a type of research design involving a fixed sample of population
elements that is measured repeatedly
cross-sectional design - ANSWER-provides a snapshot of the variables of interest at a single
point in time
longitudinal design - ANSWER-provides a series of pictures, which track the changes that take
place over time
