MKT 5360 Test 1 Review Questions with Correct Answers Latest Update 2025-2026
Qualitative research typically lends itself to more fundamental, open-ended questions - Answers
True
Which of the following BEST describes empathy building? - Answers A research approach that
uses observations of consumers as they conduct routine activities looking for "pain points" and
frustrations
You work for an online retailer. Your company is eager to understand how its customers
navigate the website and their pain points. Your team has been tasked with understanding this
issue and one of your team members just learned about human-centered design and design
thinking. She is very eager to undertake research of this nature to answer the question.
Organize the steps she must follow in the design thinking process: - Answers 1.
Empathize with the customer, determine his or her jobs to be done and identify the specific
needs that arise in different contexts.
2.
Define the problem that should be solved based on the customer's job-to-be perspective
3.
Ideating for solutions brings up for potential ideas
4.
Develop prototypes
5.
Test the prototyped solutions
Which of the following is NOT a characteristic of Ethnographic interviews (or in-depth interviews)
- Answers The interviewer uses a predetermined set of closed-ended questions.
Match the respective method with its correct definition - Answers Ethnographic observations:
Field work that is used to help build assumptions and hunches about people's needs. As a
researcher, you stay in the background and capture all what the target person does.
Ethnographic interviews:
, This method helps the researchers to gain a deeper understanding of why people do things they
way they do them.
The ideal research methods to understand the jobs that customers are trying to get done are
closed-ended survey questions, or data bases where researchers can find information about
trends and population characteristics that fit their target market. - Answers False
Can I follow up with you when we build a solution to [problem]? - Answers Good question
Do you know anyone else experiencing a similar [problem] - Answers Good question
How much would you pay for a solution to [problem]? - Answers Bad question
What's the hardest part for you about being a [role]? - Answers Good question
If we created your ideal solution to [problem], how much would you pay for it? - Answers Bad
question
What other challenges are you facing? - Answers What other challenges are you facing?
When was the last time you tried to solve [problem]? - Answers Good question
I imagine [problem] makes you feel [emotion]. Is that true? - Answers Bad question
Which of the following is NOT an example of a post-purchase marketing strategy? - Answers In-
store displays and promotions
Which of the following is most associated with a purchase using cognitive processes compared
to emotional factors? - Answers Real-estate loan
The parents of an 18-year-old girl decide to allow her to select a car for her graduation present
as long as it is safe and within their budget. The girl plays the role of buyer in this purchase. -
Answers False
Match the definition of these four types of innovations with their respective examples - Answers
Easy sells (limited product changes and behavior changes)--
Cookies with organic ingredients
Sure failures (limited product changes with few benefits, significant behavior changes)--
The Dvorak keyboard over the QWERTY keyboard
Long hauls (significant product and behavior changes)--
Qualitative research typically lends itself to more fundamental, open-ended questions - Answers
True
Which of the following BEST describes empathy building? - Answers A research approach that
uses observations of consumers as they conduct routine activities looking for "pain points" and
frustrations
You work for an online retailer. Your company is eager to understand how its customers
navigate the website and their pain points. Your team has been tasked with understanding this
issue and one of your team members just learned about human-centered design and design
thinking. She is very eager to undertake research of this nature to answer the question.
Organize the steps she must follow in the design thinking process: - Answers 1.
Empathize with the customer, determine his or her jobs to be done and identify the specific
needs that arise in different contexts.
2.
Define the problem that should be solved based on the customer's job-to-be perspective
3.
Ideating for solutions brings up for potential ideas
4.
Develop prototypes
5.
Test the prototyped solutions
Which of the following is NOT a characteristic of Ethnographic interviews (or in-depth interviews)
- Answers The interviewer uses a predetermined set of closed-ended questions.
Match the respective method with its correct definition - Answers Ethnographic observations:
Field work that is used to help build assumptions and hunches about people's needs. As a
researcher, you stay in the background and capture all what the target person does.
Ethnographic interviews:
, This method helps the researchers to gain a deeper understanding of why people do things they
way they do them.
The ideal research methods to understand the jobs that customers are trying to get done are
closed-ended survey questions, or data bases where researchers can find information about
trends and population characteristics that fit their target market. - Answers False
Can I follow up with you when we build a solution to [problem]? - Answers Good question
Do you know anyone else experiencing a similar [problem] - Answers Good question
How much would you pay for a solution to [problem]? - Answers Bad question
What's the hardest part for you about being a [role]? - Answers Good question
If we created your ideal solution to [problem], how much would you pay for it? - Answers Bad
question
What other challenges are you facing? - Answers What other challenges are you facing?
When was the last time you tried to solve [problem]? - Answers Good question
I imagine [problem] makes you feel [emotion]. Is that true? - Answers Bad question
Which of the following is NOT an example of a post-purchase marketing strategy? - Answers In-
store displays and promotions
Which of the following is most associated with a purchase using cognitive processes compared
to emotional factors? - Answers Real-estate loan
The parents of an 18-year-old girl decide to allow her to select a car for her graduation present
as long as it is safe and within their budget. The girl plays the role of buyer in this purchase. -
Answers False
Match the definition of these four types of innovations with their respective examples - Answers
Easy sells (limited product changes and behavior changes)--
Cookies with organic ingredients
Sure failures (limited product changes with few benefits, significant behavior changes)--
The Dvorak keyboard over the QWERTY keyboard
Long hauls (significant product and behavior changes)--
