MGT 103 QUIZ 2 QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026
Marketing Research - Answers Collecting, analyzing, and interpreting data about customers,
competitors, and the business environment to improve marketing effectiveness
Basic research - Answers Research to understand consumer behavior or marketing in general
Academic research
- Information disclosures on consumer decision making
- Advertising repetition on consumer memory
- Pricing changes on sales
Applied research - Answers Research directed at a specific problem at a specific organization
• Corporate research
- Designing ad campaigns
- Designing products
- Segmenting consumers
Marketing research Process - Answers 1. Define research problem
2. Determine research design
3. Choose the Method to collect primary data
4. Design sample
5. Collect the Data
6. Analyze and interpret the data
7. Prepare the research report
Primary Data - Answers • Collected specifically for current purpose
• Could be internally or externally collected
• Examples: Experiments, Test Markets, Focus Groups, Surveys, Observations
Secondary Data - Answers • Collected for some other purpose
• External (census, Gallup poll, etc.)
• Internal (company records, sales data)
Advantages of secondary data: - Answers Time savings, Low costs
Disadvantages of secondary data: - Answers - May be out of date
- Definitions or categories might not be what you're looking for
- Might not be specific enough for your project
General rule of thumb - Answers Collect secondary data first, then turn to primary data
Qualitative Methods: - Answers +require only a limited number of participants or observations
- verbal or observational data is often hard to interpret and summarize
Quantitative Methods: - Answers +measurable¾and thus easier to interpret and summarize
-need to be able to select specific measures, requires a larger number of participants to be able to
generalize beyond the sample
Focus Groups - Answers Group of respondents discuss a marketing problem by responding and
reacting to each other
Observational Research - Answers Making observations of behavior and recording those observations
in an objective manner
Natural (e.g., home, store) vs. artificial (e.g., lab) settings
Survey Research - Answers Personal Interview surveys - you can be flexible and adjust to the person
you're interviewing (costly)
Experimental Research - Answers Objective: Test hypotheses about causal relationship between
variables
Correlation ≠Causation: - Answers Correlation = relationship between two variables
Causation = one variable producing an effect in another variable
Requirements to establish causality: - Answers 1. control/manipulate the cause (independent
variable) and hold "everything else" constant
2. the cause has to precede the effect (dependent variable)
3. random assignment - makes experimental groups statistically equivalent
Segmentation Variables - Answers geographic, demographic, psychographic, behavioral
demographic variables - Answers age, gender, race, ethnicity, income, education, occupation, family
size, family life cycle, religion, social class
Marketing Research - Answers Collecting, analyzing, and interpreting data about customers,
competitors, and the business environment to improve marketing effectiveness
Basic research - Answers Research to understand consumer behavior or marketing in general
Academic research
- Information disclosures on consumer decision making
- Advertising repetition on consumer memory
- Pricing changes on sales
Applied research - Answers Research directed at a specific problem at a specific organization
• Corporate research
- Designing ad campaigns
- Designing products
- Segmenting consumers
Marketing research Process - Answers 1. Define research problem
2. Determine research design
3. Choose the Method to collect primary data
4. Design sample
5. Collect the Data
6. Analyze and interpret the data
7. Prepare the research report
Primary Data - Answers • Collected specifically for current purpose
• Could be internally or externally collected
• Examples: Experiments, Test Markets, Focus Groups, Surveys, Observations
Secondary Data - Answers • Collected for some other purpose
• External (census, Gallup poll, etc.)
• Internal (company records, sales data)
Advantages of secondary data: - Answers Time savings, Low costs
Disadvantages of secondary data: - Answers - May be out of date
- Definitions or categories might not be what you're looking for
- Might not be specific enough for your project
General rule of thumb - Answers Collect secondary data first, then turn to primary data
Qualitative Methods: - Answers +require only a limited number of participants or observations
- verbal or observational data is often hard to interpret and summarize
Quantitative Methods: - Answers +measurable¾and thus easier to interpret and summarize
-need to be able to select specific measures, requires a larger number of participants to be able to
generalize beyond the sample
Focus Groups - Answers Group of respondents discuss a marketing problem by responding and
reacting to each other
Observational Research - Answers Making observations of behavior and recording those observations
in an objective manner
Natural (e.g., home, store) vs. artificial (e.g., lab) settings
Survey Research - Answers Personal Interview surveys - you can be flexible and adjust to the person
you're interviewing (costly)
Experimental Research - Answers Objective: Test hypotheses about causal relationship between
variables
Correlation ≠Causation: - Answers Correlation = relationship between two variables
Causation = one variable producing an effect in another variable
Requirements to establish causality: - Answers 1. control/manipulate the cause (independent
variable) and hold "everything else" constant
2. the cause has to precede the effect (dependent variable)
3. random assignment - makes experimental groups statistically equivalent
Segmentation Variables - Answers geographic, demographic, psychographic, behavioral
demographic variables - Answers age, gender, race, ethnicity, income, education, occupation, family
size, family life cycle, religion, social class
