ISC 321 Exam 1 Questions with
Complete Solutions
Selection of alternatives - ANSWER-Selection of a course of action among set of
alternatives and evaluating "goodness" of alternative choices
- EX: three executions for Toyota campaign, need to choose one. Conduct research
to find out which execution to use
Problems and opportunities - ANSWER-begins as a vague statement of beliefs of
information needs and finding the course of the problem and the potential solution
- EX:
Knowledge and understanding - ANSWER-need to learn about the consumer,
product, or marketing environment to assist a decision-making
- what is the personality of our primary market?
- what competing brands do consumers consider "substitutes" for our brand?
- what is our brand image compared to others?
Sampling plan - ANSWER-1. Non-probability sampling
2. probability sampling
Non-probability sampling - ANSWER-- subset of the population in which the chances
of selection for the various elements in the population are not known
- convenient
- purposeful
Probability sampling - ANSWER-subset of the population that can be assumed to be
a representative cross section of the population because every element in the
population has a known non-zero chance of being selected
Secondary research - ANSWER-information has been analyzed by others for a
purpose other than specifically responding to a current informational need
secondary vs primary research - ANSWER-source
- who designed and conducted research
- who is meant to be served initially by the research?
primary research data - ANSWER-data collected and analyzed to be or on behalf of
an informational user to meet that individual's specific informational needs
- EX: scanner data collected by a large grocery chain to analyze its sales
secondary research data - ANSWER-data originally collected by an informational
user but current analyzed by another informational user to meet this new user's
informational needs
, - EX: the same scanner data analyzed by a food supplier to the grocery chain for
better understanding of their brand, competitors and the market
Primary sources - ANSWER-the individual or organization that originated the
information
- EX: the grocery chain
secondary sources - ANSWER-the individual or organization that provides the
information after obtaining it from the original source
- EX: an online database that provides scanner data from all grocery chain
reason to use primary source - ANSWER-1. completeness
2. accuracy
3. quality assessment
completeness - ANSWER-- full set of findings
- other details
accuracy - ANSWER-- less biased
- less likely to misinterpret or mislead
quality assessment - ANSWER-methodology
reasons to use second research - ANSWER-1. direct answer informational needs
2. insights before primary research
3. contribute to question development
direct answer to informational needs - ANSWER-secondary data without
manipulation and re-analysis
insights before primary research - ANSWER-eliminate, modify or add (some)
informational needs
contribute to question development - ANSWER-marketing scale handbook
advantages of secondary research - ANSWER-- help to clarify and solve the problem
- provides the sample frame
- money
- time
- only data available
- EX: TV rating, historical data
disadvantages of secondary research - ANSWER-- availability
- relevance
--- measurement
--- unit of analysis
--- might be outdated
- accuracy
--- questionable source
- sufficiency
Complete Solutions
Selection of alternatives - ANSWER-Selection of a course of action among set of
alternatives and evaluating "goodness" of alternative choices
- EX: three executions for Toyota campaign, need to choose one. Conduct research
to find out which execution to use
Problems and opportunities - ANSWER-begins as a vague statement of beliefs of
information needs and finding the course of the problem and the potential solution
- EX:
Knowledge and understanding - ANSWER-need to learn about the consumer,
product, or marketing environment to assist a decision-making
- what is the personality of our primary market?
- what competing brands do consumers consider "substitutes" for our brand?
- what is our brand image compared to others?
Sampling plan - ANSWER-1. Non-probability sampling
2. probability sampling
Non-probability sampling - ANSWER-- subset of the population in which the chances
of selection for the various elements in the population are not known
- convenient
- purposeful
Probability sampling - ANSWER-subset of the population that can be assumed to be
a representative cross section of the population because every element in the
population has a known non-zero chance of being selected
Secondary research - ANSWER-information has been analyzed by others for a
purpose other than specifically responding to a current informational need
secondary vs primary research - ANSWER-source
- who designed and conducted research
- who is meant to be served initially by the research?
primary research data - ANSWER-data collected and analyzed to be or on behalf of
an informational user to meet that individual's specific informational needs
- EX: scanner data collected by a large grocery chain to analyze its sales
secondary research data - ANSWER-data originally collected by an informational
user but current analyzed by another informational user to meet this new user's
informational needs
, - EX: the same scanner data analyzed by a food supplier to the grocery chain for
better understanding of their brand, competitors and the market
Primary sources - ANSWER-the individual or organization that originated the
information
- EX: the grocery chain
secondary sources - ANSWER-the individual or organization that provides the
information after obtaining it from the original source
- EX: an online database that provides scanner data from all grocery chain
reason to use primary source - ANSWER-1. completeness
2. accuracy
3. quality assessment
completeness - ANSWER-- full set of findings
- other details
accuracy - ANSWER-- less biased
- less likely to misinterpret or mislead
quality assessment - ANSWER-methodology
reasons to use second research - ANSWER-1. direct answer informational needs
2. insights before primary research
3. contribute to question development
direct answer to informational needs - ANSWER-secondary data without
manipulation and re-analysis
insights before primary research - ANSWER-eliminate, modify or add (some)
informational needs
contribute to question development - ANSWER-marketing scale handbook
advantages of secondary research - ANSWER-- help to clarify and solve the problem
- provides the sample frame
- money
- time
- only data available
- EX: TV rating, historical data
disadvantages of secondary research - ANSWER-- availability
- relevance
--- measurement
--- unit of analysis
--- might be outdated
- accuracy
--- questionable source
- sufficiency
