MAR 3023 BISWAS FINAL EXAM (BISWAS/USF) QUESTIONS WITH
CORRECT RATIONALES
Marketing cResearch c- cCORRECT cANS✔✔the cprocess cof cplanning, ccollecting, cand canalyzing cdata crelevant cto ca cmarketing
cdecision
Marketing cResearch cProcess c- cCORRECT cANS✔✔A cfive-step capplication cof cthe cscientific cmethod cthat cincludes c(1) cdefining
cthe cproblem, c(2) canalyzing cthe csituation, c(3) cgetting cproblem-specific cdata, c(4) cinterpreting cthe cdata, cand c(5) csolving cthe
cproblem.
Types cof cMarketing cResearch c- cCORRECT cANS✔✔descriptive: cfrequency cof csomething, ccovariance cbetween ctwo cvariables
diagnostic, cpredictive, c
causal: ccause cand ceffect crelationships
exploratory: cgaining cinsight
Secondary cData c- cCORRECT cANS✔✔information cthat calready cexists csomewhere, chaving cbeen ccollected cfor canother
cpurpose
Primary cData c- cCORRECT cANS✔✔information ccollected cfor cthe cspecific cpurpose cat chand
-More cexpensive c
-More creliable
-More ccustomization
-Competitive cadvantage
-More cconvenient
Qualitive cdata c- cCORRECT cANS✔✔descriptive cdata, cobservational, clooking cfor cpatterns
Ex. cFocus cGroup, cor cinterviews
open-ended cquestions c- cCORRECT cANS✔✔ex. cWhy cdo cyou cgo con cvacations?
close-ended cquestions c- cCORRECT cANS✔✔ex. cWhy cdo cyou cgo con cvacations, cto ceither crelax, cto cget caway cfrom cwork, csee
cnew cplaces?
scaled-response cquestion c- cCORRECT cANS✔✔ex. cHow chungry care cyou cright cnow? c
Not cat call c(1) c(2) c(3) c(4) c(5) cVery cHungry
Designing ca cQuestionnaire c- cCORRECT cANS✔✔-Clear cand cConcise
-Avoid cambiguous clanguage c
-Avoid cleading cquestions
-Avoid cmultiple cquestions cin cone
Analyzing cQuantitative cdata c- cCORRECT cANS✔✔T-Test, cF-Test: cdifferences cin caverage cpopulations
Chi-Squared ctest: cdependent c- ccategorical cchoice, cranking cor cproportion
independent cvariable c- cCORRECT cANS✔✔the cvariable cthat cis cbeing cevaluated
Sample c- cCORRECT cANS✔✔a csubset cof cthe cpopulation
Probability cSample c- cCORRECT cANS✔✔a clarger cpopulation care cchosen cusing ca cmethod cbased con cthe ctheory cof cprobability
Random cSample c- cCORRECT cANS✔✔method cof cselecting cfrom ca cpopulation cin cwhich ceach cperson chas can cequal
cprobability cof cbeing cselected
Systematic cSample c- cCORRECT cANS✔✔quota csample, cthe copposite cof ca crandom csample cwhere cthe cparticipants care
cselected cspecifically
Convenience cSample c- cCORRECT cANS✔✔only cmembers cof ca cpopulation cwho care ceasy cto creach care cselected
, Measurement cError c- cCORRECT cANS✔✔gap cbetween cwhat cis ctrying cto cbe ccaptured cand cwhat cis cactually crecorded
Sampling cError c- cCORRECT cANS✔✔asking cthe cwrong cgroup cor csample
Random cError c- cCORRECT cANS✔✔an cerror cthat coccurs cwhen cin can cunexpected coccurrence
Socially cDesirable cResponse cBias c- cCORRECT cANS✔✔Biased canswer
Ex.Asking cabout ccheating, cno cone cis cgoing cto cgive can chonest canswer
Face cValidity c- cCORRECT cANS✔✔Judgement cbased con cits cvalue, cwhether cits cgood cor cbad cjust cby clooking cat cit
product c- cCORRECT cANS✔✔something cpurchased cin ca cmarket cand chas csome cform cof cvalue
good c- cCORRECT cANS✔✔tangible citems
service c- cCORRECT cANS✔✔in-tangible cactions, cmonetary cexchanges
ideas c- cCORRECT cANS✔✔non-commercial, cinfluence cbehavior
product citem c- cCORRECT cANS✔✔specific cversion cof can citem c
Ex. cCoke cZero
Product cline c- cCORRECT cANS✔✔multiple cversion cfrom cthe csame cline c
Ex. cCoke cZero cto cnormal cCoke
Product cmix c- cCORRECT cANS✔✔different ckinds cof cproduct clines
Ex. cCampbells csoup cor cbeverages
Product cItem cModifications c- cCORRECT cANS✔✔Ex. cApple cIphone c6,7,8, cetc.
Product cRepositioning c- cCORRECT cANS✔✔Ex. cArm cand cHammer cchanges cto cits coriginal cusage cto cnow
Product cline cextensions cand ccontractions c- cCORRECT cANS✔✔Ex. cIntroducing cnew cOrange cCoke cor cremoving cit
Delete cProduct clines c- cCORRECT cANS✔✔Ex. c2008 crecession, cRIP cPontiac
planned cobsolescence c- cCORRECT cANS✔✔Company cfades cout cproducts c
Ex. cHorse cCarriages cto cCars
Brand c- cCORRECT cANS✔✔Ex. cIdentifiers:
-Name
-Logos c----> cNike cSwoosh
-Sound c----> cIntel
-Color c----> cCoke c(red/white)
-Scent c----> cSingapore cAirlines, cVerizon cstores
Individual cBrand cNames c- cCORRECT cANS✔✔Ex. cProctor c& cGamble, cthey cdon't cuse ctheir cnames cin ctheir cdetergent
Family cBrand cNames c- cCORRECT cANS✔✔Ex. cSamsung cproducts cuse ctheir cnames call cacross cthe cboard con ctheir cproducts
Positive cand cNegative cSpillover cEffects c- cCORRECT cANS✔✔If cyou cget ca cproduct cand cyou clike cit, cyou care cmore clikely cto
cbuy cmore cfrom cthe ccompany cand cvice cversa
Positioning c- cCORRECT cANS✔✔Ex. cPorsche c/ cVolkswagen, cdepends con cthe ccustomer cand cwhat cthey cwant
Advertising cExpenses c- cCORRECT cANS✔✔A clure cto cfamily cbrand cnames, cthey cdon't chave cto cchange cmuch
Manufacturer cBrands c- cCORRECT cANS✔✔National cBrands
Private cBrands c- cCORRECT cANS✔✔Owned cand csold cby cthe cretailer c
Ex. cPublix
Co-Branding c- cCORRECT cANS✔✔When ctwo cor cmore centities ccome ctogether cto cmake ca cproduct
Ex. cGlad c& cFebreeze
New cProducts cSuccess cFactors c- cCORRECT cANS✔✔-Benefits coffered ccompared cto cexisting cofferings
-Compatible cwith cexisting chabits
Greenwashing c- cCORRECT cANS✔✔Green cMarketing
Why cdo cMost cNew cProducts cFail? c- cCORRECT cANS✔✔-No cnew cbenefits
-May cnot cbe csuperior cthan cexisting cofferings
-Incorrect cPositioning
Diffusion cof cInnovation c- cCORRECT cANS✔✔-A ccontinuum cof ca cinvention
CORRECT RATIONALES
Marketing cResearch c- cCORRECT cANS✔✔the cprocess cof cplanning, ccollecting, cand canalyzing cdata crelevant cto ca cmarketing
cdecision
Marketing cResearch cProcess c- cCORRECT cANS✔✔A cfive-step capplication cof cthe cscientific cmethod cthat cincludes c(1) cdefining
cthe cproblem, c(2) canalyzing cthe csituation, c(3) cgetting cproblem-specific cdata, c(4) cinterpreting cthe cdata, cand c(5) csolving cthe
cproblem.
Types cof cMarketing cResearch c- cCORRECT cANS✔✔descriptive: cfrequency cof csomething, ccovariance cbetween ctwo cvariables
diagnostic, cpredictive, c
causal: ccause cand ceffect crelationships
exploratory: cgaining cinsight
Secondary cData c- cCORRECT cANS✔✔information cthat calready cexists csomewhere, chaving cbeen ccollected cfor canother
cpurpose
Primary cData c- cCORRECT cANS✔✔information ccollected cfor cthe cspecific cpurpose cat chand
-More cexpensive c
-More creliable
-More ccustomization
-Competitive cadvantage
-More cconvenient
Qualitive cdata c- cCORRECT cANS✔✔descriptive cdata, cobservational, clooking cfor cpatterns
Ex. cFocus cGroup, cor cinterviews
open-ended cquestions c- cCORRECT cANS✔✔ex. cWhy cdo cyou cgo con cvacations?
close-ended cquestions c- cCORRECT cANS✔✔ex. cWhy cdo cyou cgo con cvacations, cto ceither crelax, cto cget caway cfrom cwork, csee
cnew cplaces?
scaled-response cquestion c- cCORRECT cANS✔✔ex. cHow chungry care cyou cright cnow? c
Not cat call c(1) c(2) c(3) c(4) c(5) cVery cHungry
Designing ca cQuestionnaire c- cCORRECT cANS✔✔-Clear cand cConcise
-Avoid cambiguous clanguage c
-Avoid cleading cquestions
-Avoid cmultiple cquestions cin cone
Analyzing cQuantitative cdata c- cCORRECT cANS✔✔T-Test, cF-Test: cdifferences cin caverage cpopulations
Chi-Squared ctest: cdependent c- ccategorical cchoice, cranking cor cproportion
independent cvariable c- cCORRECT cANS✔✔the cvariable cthat cis cbeing cevaluated
Sample c- cCORRECT cANS✔✔a csubset cof cthe cpopulation
Probability cSample c- cCORRECT cANS✔✔a clarger cpopulation care cchosen cusing ca cmethod cbased con cthe ctheory cof cprobability
Random cSample c- cCORRECT cANS✔✔method cof cselecting cfrom ca cpopulation cin cwhich ceach cperson chas can cequal
cprobability cof cbeing cselected
Systematic cSample c- cCORRECT cANS✔✔quota csample, cthe copposite cof ca crandom csample cwhere cthe cparticipants care
cselected cspecifically
Convenience cSample c- cCORRECT cANS✔✔only cmembers cof ca cpopulation cwho care ceasy cto creach care cselected
, Measurement cError c- cCORRECT cANS✔✔gap cbetween cwhat cis ctrying cto cbe ccaptured cand cwhat cis cactually crecorded
Sampling cError c- cCORRECT cANS✔✔asking cthe cwrong cgroup cor csample
Random cError c- cCORRECT cANS✔✔an cerror cthat coccurs cwhen cin can cunexpected coccurrence
Socially cDesirable cResponse cBias c- cCORRECT cANS✔✔Biased canswer
Ex.Asking cabout ccheating, cno cone cis cgoing cto cgive can chonest canswer
Face cValidity c- cCORRECT cANS✔✔Judgement cbased con cits cvalue, cwhether cits cgood cor cbad cjust cby clooking cat cit
product c- cCORRECT cANS✔✔something cpurchased cin ca cmarket cand chas csome cform cof cvalue
good c- cCORRECT cANS✔✔tangible citems
service c- cCORRECT cANS✔✔in-tangible cactions, cmonetary cexchanges
ideas c- cCORRECT cANS✔✔non-commercial, cinfluence cbehavior
product citem c- cCORRECT cANS✔✔specific cversion cof can citem c
Ex. cCoke cZero
Product cline c- cCORRECT cANS✔✔multiple cversion cfrom cthe csame cline c
Ex. cCoke cZero cto cnormal cCoke
Product cmix c- cCORRECT cANS✔✔different ckinds cof cproduct clines
Ex. cCampbells csoup cor cbeverages
Product cItem cModifications c- cCORRECT cANS✔✔Ex. cApple cIphone c6,7,8, cetc.
Product cRepositioning c- cCORRECT cANS✔✔Ex. cArm cand cHammer cchanges cto cits coriginal cusage cto cnow
Product cline cextensions cand ccontractions c- cCORRECT cANS✔✔Ex. cIntroducing cnew cOrange cCoke cor cremoving cit
Delete cProduct clines c- cCORRECT cANS✔✔Ex. c2008 crecession, cRIP cPontiac
planned cobsolescence c- cCORRECT cANS✔✔Company cfades cout cproducts c
Ex. cHorse cCarriages cto cCars
Brand c- cCORRECT cANS✔✔Ex. cIdentifiers:
-Name
-Logos c----> cNike cSwoosh
-Sound c----> cIntel
-Color c----> cCoke c(red/white)
-Scent c----> cSingapore cAirlines, cVerizon cstores
Individual cBrand cNames c- cCORRECT cANS✔✔Ex. cProctor c& cGamble, cthey cdon't cuse ctheir cnames cin ctheir cdetergent
Family cBrand cNames c- cCORRECT cANS✔✔Ex. cSamsung cproducts cuse ctheir cnames call cacross cthe cboard con ctheir cproducts
Positive cand cNegative cSpillover cEffects c- cCORRECT cANS✔✔If cyou cget ca cproduct cand cyou clike cit, cyou care cmore clikely cto
cbuy cmore cfrom cthe ccompany cand cvice cversa
Positioning c- cCORRECT cANS✔✔Ex. cPorsche c/ cVolkswagen, cdepends con cthe ccustomer cand cwhat cthey cwant
Advertising cExpenses c- cCORRECT cANS✔✔A clure cto cfamily cbrand cnames, cthey cdon't chave cto cchange cmuch
Manufacturer cBrands c- cCORRECT cANS✔✔National cBrands
Private cBrands c- cCORRECT cANS✔✔Owned cand csold cby cthe cretailer c
Ex. cPublix
Co-Branding c- cCORRECT cANS✔✔When ctwo cor cmore centities ccome ctogether cto cmake ca cproduct
Ex. cGlad c& cFebreeze
New cProducts cSuccess cFactors c- cCORRECT cANS✔✔-Benefits coffered ccompared cto cexisting cofferings
-Compatible cwith cexisting chabits
Greenwashing c- cCORRECT cANS✔✔Green cMarketing
Why cdo cMost cNew cProducts cFail? c- cCORRECT cANS✔✔-No cnew cbenefits
-May cnot cbe csuperior cthan cexisting cofferings
-Incorrect cPositioning
Diffusion cof cInnovation c- cCORRECT cANS✔✔-A ccontinuum cof ca cinvention
