MKTG 201 Exam 2 - Chapter 8
questions well answered graded A+
Marketing Research - correct answer ✔✔the systematic gathering, recording, and analysis of
quantitative and qualitative data about issues relating to marketing products and services.
what are some examples of quantitative data? - correct answer ✔✔Numerical data like age,
household income, weight, height, number of children, etc.
what are some examples of qualitative data? - correct answer ✔✔categorical data like
education level, occupation, gender, marital status, religious affiliation, social class, culture,
ethnicity, etc.
what are some challenges with marketing research? - correct answer ✔✔-how can research
determine if consumers will purchase something they have never seen or heard of?
-how can marketing research extract information that consumers' don't want to give?
-how can marketing research accurately remember and report consumers' interests, intentions,
and purchases?
Five-Step Marketing Research Approach - correct answer ✔✔1. Define the Problem
2. Develop the Research Plan
3. Collect Relevant Information
4. Develop Findings
5. Take Marketing Actions
Step 1: Define the Problem + Benchmarks/measures of success - correct answer ✔✔-
exploratory research
questions well answered graded A+
Marketing Research - correct answer ✔✔the systematic gathering, recording, and analysis of
quantitative and qualitative data about issues relating to marketing products and services.
what are some examples of quantitative data? - correct answer ✔✔Numerical data like age,
household income, weight, height, number of children, etc.
what are some examples of qualitative data? - correct answer ✔✔categorical data like
education level, occupation, gender, marital status, religious affiliation, social class, culture,
ethnicity, etc.
what are some challenges with marketing research? - correct answer ✔✔-how can research
determine if consumers will purchase something they have never seen or heard of?
-how can marketing research extract information that consumers' don't want to give?
-how can marketing research accurately remember and report consumers' interests, intentions,
and purchases?
Five-Step Marketing Research Approach - correct answer ✔✔1. Define the Problem
2. Develop the Research Plan
3. Collect Relevant Information
4. Develop Findings
5. Take Marketing Actions
Step 1: Define the Problem + Benchmarks/measures of success - correct answer ✔✔-
exploratory research
