MKTG 409 Exam 2 TAMU Pride MindTap Study Guide – Marketing Research, Consumer
Behavior & Pricing Basics Review
marketing research - correct answer ✔✔the systematic design, collection, interpretation, and
reporting of info to help marketers solve specific marketing probs or take advantage of
opportunities
steps in research - correct answer ✔✔1. locating/define prob
2. design the research project
3. collecting data
4. interpreting research findings
5. reporting research findings
prob definition - correct answer ✔✔first step in finding solution/launching study
- focus on building a perspective
- find dimensions of prob
- broad (exploratory)
- narrow (decision-oriented)
kraft and data collection - correct answer ✔✔wanted more sales in a product
- collected data about listeners of certain radio stations - arbitron
- wanted to put ads on stations with target market and at certain times
evaluating quality of secondary data sources - correct answer ✔✔- biasness
- validity
- reliability
,methods of primary data - correct answer ✔✔- observation
- experiments
- focus groups
focus groups - correct answer ✔✔- have moderator to direct discussion
- links with other types of research
- paid, recorded
how to start questionnaire construction - correct answer ✔✔- decide what info you want to
know
- develop ideal model
locating/defining prob (steps in research) - correct answer ✔✔- define prob
- when something has blocked the goal or made it unrealistic
- stay in this stage till they have decided exactly what they want from research
designing research project (steps in research) - correct answer ✔✔- design - overall plan for
getting info needed to address prob
- develop hypothesis
exploratory research - correct answer ✔✔to gather more info about a problem or to make a
tentative hypothesis more specific
descriptive research - correct answer ✔✔to clarify characteristics of something to solve a prob
casual research - correct answer ✔✔assumed that X causes Y
,primary data - correct answer ✔✔observed/recorded directly from subjects
secondary data - correct answer ✔✔compiled inside and outside of org for some other purpose
besides current study
- can be less favorable, but more convenient
internal sources of secondary data - correct answer ✔✔from inside co
- info from past marketing activity
external sources of secondary data - correct answer ✔✔from outside co
- published research, databases, etc
collecting primary data takes __________ processes than collecting secondary data - correct
answer ✔✔more time
probability sampling - correct answer ✔✔every element in pop has known chance of being
selected for study
stratified sampling - correct answer ✔✔divides pop into groups according to some attribute,
then random sample from each group
non-probability sampling - correct answer ✔✔no way to calc chance a person will be chosen
quota sampling - correct answer ✔✔divide pop into groups and then arbitrarily choose people
from each group
- based on some characteristic
- used to make sure you're sampling representative groups
- like only sampling glasses wearers when researching frames
, biggest prob facing research industry - correct answer ✔✔non-response
disadvantages of mail survey - correct answer ✔✔- low response rate
- misleading results - people who do take time to fill out have higher income and are more
educated
advantages/disadvantages of phone surveys - correct answer ✔✔adv
- less effort, quick, can gain rapport
dis
- not many participate, no visual stuff
personal interview survey - correct answer ✔✔face to face
- flexible, rapport, long = more info
customer advisory boards - correct answer ✔✔small group of actual customers
- act as sounding boards for new ideas
questionnaire construction - correct answer ✔✔questions should be clear, easy to understand,
and focused
- start out with easy, less personal questions to build rapport
pilot test - correct answer ✔✔give survey to pat of group/type of people you will survey
- can show you flaws
common mistake in questionnaire construction - correct answer ✔✔asking questions that
researcher wants to find out, but don't get useful info
Behavior & Pricing Basics Review
marketing research - correct answer ✔✔the systematic design, collection, interpretation, and
reporting of info to help marketers solve specific marketing probs or take advantage of
opportunities
steps in research - correct answer ✔✔1. locating/define prob
2. design the research project
3. collecting data
4. interpreting research findings
5. reporting research findings
prob definition - correct answer ✔✔first step in finding solution/launching study
- focus on building a perspective
- find dimensions of prob
- broad (exploratory)
- narrow (decision-oriented)
kraft and data collection - correct answer ✔✔wanted more sales in a product
- collected data about listeners of certain radio stations - arbitron
- wanted to put ads on stations with target market and at certain times
evaluating quality of secondary data sources - correct answer ✔✔- biasness
- validity
- reliability
,methods of primary data - correct answer ✔✔- observation
- experiments
- focus groups
focus groups - correct answer ✔✔- have moderator to direct discussion
- links with other types of research
- paid, recorded
how to start questionnaire construction - correct answer ✔✔- decide what info you want to
know
- develop ideal model
locating/defining prob (steps in research) - correct answer ✔✔- define prob
- when something has blocked the goal or made it unrealistic
- stay in this stage till they have decided exactly what they want from research
designing research project (steps in research) - correct answer ✔✔- design - overall plan for
getting info needed to address prob
- develop hypothesis
exploratory research - correct answer ✔✔to gather more info about a problem or to make a
tentative hypothesis more specific
descriptive research - correct answer ✔✔to clarify characteristics of something to solve a prob
casual research - correct answer ✔✔assumed that X causes Y
,primary data - correct answer ✔✔observed/recorded directly from subjects
secondary data - correct answer ✔✔compiled inside and outside of org for some other purpose
besides current study
- can be less favorable, but more convenient
internal sources of secondary data - correct answer ✔✔from inside co
- info from past marketing activity
external sources of secondary data - correct answer ✔✔from outside co
- published research, databases, etc
collecting primary data takes __________ processes than collecting secondary data - correct
answer ✔✔more time
probability sampling - correct answer ✔✔every element in pop has known chance of being
selected for study
stratified sampling - correct answer ✔✔divides pop into groups according to some attribute,
then random sample from each group
non-probability sampling - correct answer ✔✔no way to calc chance a person will be chosen
quota sampling - correct answer ✔✔divide pop into groups and then arbitrarily choose people
from each group
- based on some characteristic
- used to make sure you're sampling representative groups
- like only sampling glasses wearers when researching frames
, biggest prob facing research industry - correct answer ✔✔non-response
disadvantages of mail survey - correct answer ✔✔- low response rate
- misleading results - people who do take time to fill out have higher income and are more
educated
advantages/disadvantages of phone surveys - correct answer ✔✔adv
- less effort, quick, can gain rapport
dis
- not many participate, no visual stuff
personal interview survey - correct answer ✔✔face to face
- flexible, rapport, long = more info
customer advisory boards - correct answer ✔✔small group of actual customers
- act as sounding boards for new ideas
questionnaire construction - correct answer ✔✔questions should be clear, easy to understand,
and focused
- start out with easy, less personal questions to build rapport
pilot test - correct answer ✔✔give survey to pat of group/type of people you will survey
- can show you flaws
common mistake in questionnaire construction - correct answer ✔✔asking questions that
researcher wants to find out, but don't get useful info
