MRKT 345 UNL STUDY GUIDE
Marketing research - Answers -The planning, collection, and analysis of data
relevant to marketing decision making and the
communication of the results of this analysis to
management
importance of marketing research - Answers -Get the right products to the right people
at the
right place at the right time at the right price using the
right promotion technique
Descriptive role of marketing - Answers -the gathering and presentation of statements
of fact(s).
Diagnostic/explanatory role of marketing - Answers -the explanation
of data or marketing actions.
-How to advertise google glass?
Predictive role: - Answers -the prediction of the results of a planned marketing decision.
-How many pairs can be sold in the first quarter?
5 Steps in Marketing Research Analysis - Answers -1. Identify problem
2. select basic research design
3. Collect the data
4. Prepare and analyze the data
5. prepare and present results
The Problem Definition Process - Answers -1)Understand the decision maker's
objectives and constraints (time/money)
2) Understand the decision maker's environment (industry/economy/backg
3) Understand why the symptom occurs (use discussions, exploratory surveys, etc)
Management Decision Problem (MDP) - Answers --action oriented
-focus on symptoms
Marketing research
Problem (MRP) - Answers --information oriented
-focuses on underlying problems
exploratory research - Answers --qualitative
-problem is unclear
-focus group (8-12 homogenous people/interaction/1-2 hrs)
-individual interviews (1:1, expensive, rich information)
-projective techniques (3rd person technique, cartoons)
, -info gives general idea
-pilot study
-observation
Descrptive Research - Answers --qualitative
-aware of problems
-survery
causal research - Answers --problem clearly defined
-quantitive
-experiment
-survery
-observation
(Research designed to determine whether a change in one variable likely cause an
observed change in another.)
-Correlation;
-Appropriate Time Order of Occurrence;
-Elimination of Other Possible Causal Factors.
Qualitative Research - Answers -research based on more subjective observations and
analysis
Quantitative research - Answers -relies heavily on mathematical research that can be
measured
Survey research - Answers -Make inferences about the total target
population based on the responses given by
sample respondents.
Random (Sampling) Error - Answers -error due to the whole population not being
surveyed
-cant be eliminated
-minimized by increasing sample size
Systematic Error - Answers -results from some imperfect aspect of the research
design, from a mistake in the execution of the research, or from respondent mistakes.
-responded error
-administrative error
nonresponse bias - Answers -Error that results from people not responding, they aren't
taken into account
response bias - Answers -Respondents tend to
answer questions with a
certain distort that
misrepresents the truth,
Marketing research - Answers -The planning, collection, and analysis of data
relevant to marketing decision making and the
communication of the results of this analysis to
management
importance of marketing research - Answers -Get the right products to the right people
at the
right place at the right time at the right price using the
right promotion technique
Descriptive role of marketing - Answers -the gathering and presentation of statements
of fact(s).
Diagnostic/explanatory role of marketing - Answers -the explanation
of data or marketing actions.
-How to advertise google glass?
Predictive role: - Answers -the prediction of the results of a planned marketing decision.
-How many pairs can be sold in the first quarter?
5 Steps in Marketing Research Analysis - Answers -1. Identify problem
2. select basic research design
3. Collect the data
4. Prepare and analyze the data
5. prepare and present results
The Problem Definition Process - Answers -1)Understand the decision maker's
objectives and constraints (time/money)
2) Understand the decision maker's environment (industry/economy/backg
3) Understand why the symptom occurs (use discussions, exploratory surveys, etc)
Management Decision Problem (MDP) - Answers --action oriented
-focus on symptoms
Marketing research
Problem (MRP) - Answers --information oriented
-focuses on underlying problems
exploratory research - Answers --qualitative
-problem is unclear
-focus group (8-12 homogenous people/interaction/1-2 hrs)
-individual interviews (1:1, expensive, rich information)
-projective techniques (3rd person technique, cartoons)
, -info gives general idea
-pilot study
-observation
Descrptive Research - Answers --qualitative
-aware of problems
-survery
causal research - Answers --problem clearly defined
-quantitive
-experiment
-survery
-observation
(Research designed to determine whether a change in one variable likely cause an
observed change in another.)
-Correlation;
-Appropriate Time Order of Occurrence;
-Elimination of Other Possible Causal Factors.
Qualitative Research - Answers -research based on more subjective observations and
analysis
Quantitative research - Answers -relies heavily on mathematical research that can be
measured
Survey research - Answers -Make inferences about the total target
population based on the responses given by
sample respondents.
Random (Sampling) Error - Answers -error due to the whole population not being
surveyed
-cant be eliminated
-minimized by increasing sample size
Systematic Error - Answers -results from some imperfect aspect of the research
design, from a mistake in the execution of the research, or from respondent mistakes.
-responded error
-administrative error
nonresponse bias - Answers -Error that results from people not responding, they aren't
taken into account
response bias - Answers -Respondents tend to
answer questions with a
certain distort that
misrepresents the truth,
