M303 Exam 1 - Marketing Research, M303 (Market
Research IU Exam 1), M303 Exam #1, m303 exam 1
Questions With Complete Solutions
4 Phases of the Research Process Correct Answers 1:
Determine the Research Problem
2: Select the appropriate research design
3: execute the research design
4: communicate the research results
A choice between categories
ex. married, single, never married, etc Correct Answers
nominal scale
Ad Hoc Methods Correct Answers from experience, budgetary
constraints
Advantages of Causal research Correct Answers offers focused
insight
can identify cause-and-effect relationships
Advantages of descriptive research Correct Answers
potentially low time investment (low cost?)
offers an informative snapshot of the market/consumers
Advantages of Exploratory research: Correct Answers Does
not require high level of structure
Helps anticipate problems/identify important variables
Advantages of focus groups Correct Answers 1. relatively fast
2. easy to execute
,3. allow respondents to piggyback off each other's ideas
4. provide mulitple perspectives
5. flexibility to allow more detailed descriptions
6. high degree of scrutiny
Answers the question of what, why, and how but not how many.
Starts with understanding things rather than measuring things
Correct Answers Qualitative research
Applied Research Correct Answers Narrow scope, to solve
specific problem
Area sampling Correct Answers a form of cluster sampling in
which the clusters are formed by geographic designations
at the convenience of the experimenter
-in front of the office building, at supermarket) Correct
Answers Convenience sampling
Avoid questions with? Correct Answers Y/N answers
Basic Research Process Correct Answers WHY should we do
research (MDP-management decision problem)
WHAT research should be done (MRP-marketing research
problem)
IS IT WORTH doing the research (value of info)
HOW should research be designed to achieve objectives
(Research Design, Data Collection, Analysis)
WHAT will we do with the research (Report & Strategic
Recommendations)
, Benefits of marketing research Correct Answers 1. avoid costly
mistakes
2. identify unmet customer needs
Broad scope, abstract, aims to extend the boundaries of
knowledge in order to discover general truths about the world
Correct Answers Fundamental research
Building Surveys in Qualtrics Correct Answers -Create Survey
-Question options
-Display logic and text
-Survey flow logic
-Preview and distribute
Casual Research Correct Answers Studies that enable
researchers to assess "cause-effect" relationships between two or
more variables
Causal Research Correct Answers collects data that enables
decision makers to determine cause-and-effect relationships
between two or more variables
Causal research Correct Answers Quantitiative in nature
Determining cost and effect relationship
Typically an experiment
Census Correct Answers the researcher attempts to question or
observe all the members of a defined target population
Closed ended questionnaires, 200-1000s, surveys, high
statistical validity Correct Answers Quantitative
Research IU Exam 1), M303 Exam #1, m303 exam 1
Questions With Complete Solutions
4 Phases of the Research Process Correct Answers 1:
Determine the Research Problem
2: Select the appropriate research design
3: execute the research design
4: communicate the research results
A choice between categories
ex. married, single, never married, etc Correct Answers
nominal scale
Ad Hoc Methods Correct Answers from experience, budgetary
constraints
Advantages of Causal research Correct Answers offers focused
insight
can identify cause-and-effect relationships
Advantages of descriptive research Correct Answers
potentially low time investment (low cost?)
offers an informative snapshot of the market/consumers
Advantages of Exploratory research: Correct Answers Does
not require high level of structure
Helps anticipate problems/identify important variables
Advantages of focus groups Correct Answers 1. relatively fast
2. easy to execute
,3. allow respondents to piggyback off each other's ideas
4. provide mulitple perspectives
5. flexibility to allow more detailed descriptions
6. high degree of scrutiny
Answers the question of what, why, and how but not how many.
Starts with understanding things rather than measuring things
Correct Answers Qualitative research
Applied Research Correct Answers Narrow scope, to solve
specific problem
Area sampling Correct Answers a form of cluster sampling in
which the clusters are formed by geographic designations
at the convenience of the experimenter
-in front of the office building, at supermarket) Correct
Answers Convenience sampling
Avoid questions with? Correct Answers Y/N answers
Basic Research Process Correct Answers WHY should we do
research (MDP-management decision problem)
WHAT research should be done (MRP-marketing research
problem)
IS IT WORTH doing the research (value of info)
HOW should research be designed to achieve objectives
(Research Design, Data Collection, Analysis)
WHAT will we do with the research (Report & Strategic
Recommendations)
, Benefits of marketing research Correct Answers 1. avoid costly
mistakes
2. identify unmet customer needs
Broad scope, abstract, aims to extend the boundaries of
knowledge in order to discover general truths about the world
Correct Answers Fundamental research
Building Surveys in Qualtrics Correct Answers -Create Survey
-Question options
-Display logic and text
-Survey flow logic
-Preview and distribute
Casual Research Correct Answers Studies that enable
researchers to assess "cause-effect" relationships between two or
more variables
Causal Research Correct Answers collects data that enables
decision makers to determine cause-and-effect relationships
between two or more variables
Causal research Correct Answers Quantitiative in nature
Determining cost and effect relationship
Typically an experiment
Census Correct Answers the researcher attempts to question or
observe all the members of a defined target population
Closed ended questionnaires, 200-1000s, surveys, high
statistical validity Correct Answers Quantitative
