MKTG 379 EXAM #1 QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026
Definition of Marketing Research - Answers application of scientific method in searching for the truth
about marketing phenomena
What does the marketing research process include? - Answers -Idea and theory development
- Problem definition
- information gathering
- analyzing data
- model building
- communicating the findings and their implications
Marketing research is intelligence. It is information collected to improve a company's understanding
of its: - Answers Environment, customers, products/services, competitors, and its brand
What do marketing research insights do? - Answers Help companies make more informed decisions
for better business results
What is one of the primary benefits of marketing research to the firm? - Answers How well it reduces
decision risk by decreasing uncertainty
What are the 4 stages for developing and implementing a marketing strategy? - Answers 1.
identifying and evaluating market opportunities
2. analyzing market segments and selecting target markets
3. planning and implementing a marketing mix that will provide value to customers and meet
organizational objectives
4. Analyzing firm performance
What is applied marketing research? - Answers Conducted to address a specific marketing decision
for a specific firm/organization
What is basic marketing research? - Answers conducted without a specific decision in mind and
usually does not address the needs of a specific organization
What does basic marketing research try to do? - Answers Attempts to expand the limits of marketing
knowledge in general, not aimed at solving a pragmatic problem, government/university
What is the marketing concept? - Answers Focuses on how a firm provides value to customers more
than on the physical product or production process
A market-oriented firm must(3) - Answers 1. be customer-oriented to make decisions with a
conscious awareness of their effect on the consumer
2. emphasize long-run profitability to ensure continuity of firm
3. adopt a cross-functional perspective to integrate marketing across other business functions
what is product research? - Answers designed to evaluate and develop new products and to learn
how to adapt existing product lines
what are the different kinds of product research? - Answers Concept testing, product testing, brand-
name evaluation, package testing
what is pricing research? - Answers involves finding the amount of monetary sacrifices that best
represents the value customers perceive in a product after considering various market constraints
What is Distribution research? - Answers studies aimed at selecting retail sites or warehouse
locations that will physically distribute products
what is promotion research? - Answers investigates the effectiveness of advertising, premiums,
coupons, sampling, discounts, public relations, and other sales promotions
what is a promotion? - Answers communication function of the firm responsible for informing and
persuading buyers
What is big data? - Answers large quantities of data taken from multiple, varied sources that were
not intended to be used together
What is big data available for? - Answers to be analytically applied to provide input to organizational
decision making
What is data? - Answers recorded facts or measures of certain things
what is information? - Answers data formatted/structured to support decision making or define the
relationship between two or more data points
what is market intelligence? - Answers subset of data and information that actually has some
explanatory power enabling effective decisions to be made
what are the characteristics of valuable data? - Answers Relevance, completeness, quality, and
timeliness
, What is relevance? - Answers how pertinent is the data to the situation at hand
what is completeness? - Answers is the information complete
what is quality? - Answers how accurately does the data match reality
what is timeliness? - Answers is the data collected recently enough to be current
what is marketing analytics? - Answers efforts to measure relevant data and apply analytical tools in
an effort to better understand how a firm can enhance marketing performance
what is predictive analytics? - Answers system linking computerized data mined from multiple
sources to statical tools that can search for predictive relationships and trends
what is the purpose of exploratory research? - Answers clarify ambiguous situations and discover
ideas that may be potential business opportunities
does exploratory research provide conclusive evidence? - Answers no
does exploratory research help identify symptoms? - Answers yes
what are the techniques for obtaining insights and gaining clearer idea of the problem? - Answers
previous research, pilot studies, case studies, and experience surveys
what is descriptive research? - Answers described characteristics of objects, people, groups,
organizations, or environments
what does descriptive research address? - Answers who, what, where, why, and how questions
what are examples of descriptive research? - Answers brand tracker, awareness, purchase
consideration
what is causal research? - Answers allows casual inferences to be made
what are the different types of marketing research? - Answers exploratory, descriptive, and casual
what is temporal sequence? - Answers the time order of events
what is concomitant variation? - Answers two events vary systematically
what is non spurious association? - Answers an absence of alternative plausible explanations
what are the stages of research process? - Answers 1. defining research
2. research design
3. sampling
4. data collection
5. data analysis
6. conclusions and reporting
what is defining research objectives? - Answers defines where the research is going
what is the research objectives? - Answers goals to be achieved by conducting research
what are deliverables? - Answers consulting term used to describe research objectives to a research
client
what is a research proposal? - Answers written statement of the research design emphasizing what
the research will accomplish
what is research design? - Answers the methods and procedures for collecting and analyzing the
needed information
what does research design do? - Answers provide a framework for the research
what is part of the research design? - Answers secondary data, qualitative, quantitative, observation,
experiment
what is sampling? - Answers involves any procedure that draws conclusions based on measurements
of a portion of the entire population
what is data gather? - Answers process of gathering or collecting information
what is data analysis? - Answers application of computation, summarizing, and reasoning to
understand the data that have been fathered
what are conclusions? - Answers determined from data analysis, should speak directly to the
research questions
what is reporting? - Answers effective communication of the result and ethical role of researchers to
present accurate results
what is the typical path and what happens to the path? - Answers 1. internal data + internal experts
2. free secondary data
3. purchased secondary data
4. exploratory research
5. primary quantitative survey
(as the list goes on, the more pricier and time consuming the process becomes)
Definition of Marketing Research - Answers application of scientific method in searching for the truth
about marketing phenomena
What does the marketing research process include? - Answers -Idea and theory development
- Problem definition
- information gathering
- analyzing data
- model building
- communicating the findings and their implications
Marketing research is intelligence. It is information collected to improve a company's understanding
of its: - Answers Environment, customers, products/services, competitors, and its brand
What do marketing research insights do? - Answers Help companies make more informed decisions
for better business results
What is one of the primary benefits of marketing research to the firm? - Answers How well it reduces
decision risk by decreasing uncertainty
What are the 4 stages for developing and implementing a marketing strategy? - Answers 1.
identifying and evaluating market opportunities
2. analyzing market segments and selecting target markets
3. planning and implementing a marketing mix that will provide value to customers and meet
organizational objectives
4. Analyzing firm performance
What is applied marketing research? - Answers Conducted to address a specific marketing decision
for a specific firm/organization
What is basic marketing research? - Answers conducted without a specific decision in mind and
usually does not address the needs of a specific organization
What does basic marketing research try to do? - Answers Attempts to expand the limits of marketing
knowledge in general, not aimed at solving a pragmatic problem, government/university
What is the marketing concept? - Answers Focuses on how a firm provides value to customers more
than on the physical product or production process
A market-oriented firm must(3) - Answers 1. be customer-oriented to make decisions with a
conscious awareness of their effect on the consumer
2. emphasize long-run profitability to ensure continuity of firm
3. adopt a cross-functional perspective to integrate marketing across other business functions
what is product research? - Answers designed to evaluate and develop new products and to learn
how to adapt existing product lines
what are the different kinds of product research? - Answers Concept testing, product testing, brand-
name evaluation, package testing
what is pricing research? - Answers involves finding the amount of monetary sacrifices that best
represents the value customers perceive in a product after considering various market constraints
What is Distribution research? - Answers studies aimed at selecting retail sites or warehouse
locations that will physically distribute products
what is promotion research? - Answers investigates the effectiveness of advertising, premiums,
coupons, sampling, discounts, public relations, and other sales promotions
what is a promotion? - Answers communication function of the firm responsible for informing and
persuading buyers
What is big data? - Answers large quantities of data taken from multiple, varied sources that were
not intended to be used together
What is big data available for? - Answers to be analytically applied to provide input to organizational
decision making
What is data? - Answers recorded facts or measures of certain things
what is information? - Answers data formatted/structured to support decision making or define the
relationship between two or more data points
what is market intelligence? - Answers subset of data and information that actually has some
explanatory power enabling effective decisions to be made
what are the characteristics of valuable data? - Answers Relevance, completeness, quality, and
timeliness
, What is relevance? - Answers how pertinent is the data to the situation at hand
what is completeness? - Answers is the information complete
what is quality? - Answers how accurately does the data match reality
what is timeliness? - Answers is the data collected recently enough to be current
what is marketing analytics? - Answers efforts to measure relevant data and apply analytical tools in
an effort to better understand how a firm can enhance marketing performance
what is predictive analytics? - Answers system linking computerized data mined from multiple
sources to statical tools that can search for predictive relationships and trends
what is the purpose of exploratory research? - Answers clarify ambiguous situations and discover
ideas that may be potential business opportunities
does exploratory research provide conclusive evidence? - Answers no
does exploratory research help identify symptoms? - Answers yes
what are the techniques for obtaining insights and gaining clearer idea of the problem? - Answers
previous research, pilot studies, case studies, and experience surveys
what is descriptive research? - Answers described characteristics of objects, people, groups,
organizations, or environments
what does descriptive research address? - Answers who, what, where, why, and how questions
what are examples of descriptive research? - Answers brand tracker, awareness, purchase
consideration
what is causal research? - Answers allows casual inferences to be made
what are the different types of marketing research? - Answers exploratory, descriptive, and casual
what is temporal sequence? - Answers the time order of events
what is concomitant variation? - Answers two events vary systematically
what is non spurious association? - Answers an absence of alternative plausible explanations
what are the stages of research process? - Answers 1. defining research
2. research design
3. sampling
4. data collection
5. data analysis
6. conclusions and reporting
what is defining research objectives? - Answers defines where the research is going
what is the research objectives? - Answers goals to be achieved by conducting research
what are deliverables? - Answers consulting term used to describe research objectives to a research
client
what is a research proposal? - Answers written statement of the research design emphasizing what
the research will accomplish
what is research design? - Answers the methods and procedures for collecting and analyzing the
needed information
what does research design do? - Answers provide a framework for the research
what is part of the research design? - Answers secondary data, qualitative, quantitative, observation,
experiment
what is sampling? - Answers involves any procedure that draws conclusions based on measurements
of a portion of the entire population
what is data gather? - Answers process of gathering or collecting information
what is data analysis? - Answers application of computation, summarizing, and reasoning to
understand the data that have been fathered
what are conclusions? - Answers determined from data analysis, should speak directly to the
research questions
what is reporting? - Answers effective communication of the result and ethical role of researchers to
present accurate results
what is the typical path and what happens to the path? - Answers 1. internal data + internal experts
2. free secondary data
3. purchased secondary data
4. exploratory research
5. primary quantitative survey
(as the list goes on, the more pricier and time consuming the process becomes)
