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Exam (elaborations)

MKTG 352 FINAL EXAMS WITH ACCURATE ANSWERS

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  • MKTG 352
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  • MKTG 352

MKTG 352 FINAL EXAMS WITH ACCURATE ANSWERS

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  • November 8, 2024
  • 30
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers
  • MKTG 352
  • MKTG 352
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tomaabdala
MKTG 352 FINAL EXAMS WITH ACCURATE
ANSWERS
Marketing Research

process of designing, gathering, analyzing & reporting information that may be used to solve a
marketing problem (i.e., creates marketing deliverables



- Links an organization to its market through the gathering of information




Internal Marketing Research

- Methodological consistency

- Lower research costs

- Actionable research results




5 Sanity-Saving Tips for Arguing on the Internet

External Marketing Research

- More objective & less subject to company politics

- Specialized skills

- Greater flexibility




Applied Research

Research designed to solve a specific problem - usually for a specific company

,Basic Research

Research designed to extend knowledge of marketing phenomena (academic journals)




Marketing Research Process

Problem Definition

Research Design

Sampling

Data Gathering

Data Analysis

Report Results



Process guided by the scientific method - research should be logical, objective, systematic, reliable and
valid




Secondary Data

Information that has been collected for a purpose other than the research at hand




Primary Data

Information that has been gathered specifically for the research objectives at hand




Exploratory Research

- Focus Groups

- Content Analysis

- Observation

- Secondary Source

, Insights to define the problem situation

Understanding of motivations, attitudes & behaviors not easily accessible through other methods




Descriptive Research

- Cross-Tabs

- T-tests, ANOVA

- Regression



Quantitative data to answer research questions such as who, what, when, where & how

Information about competitors, target markets & environmental factors




Causal Research

- Experiments



Research used to determine cause-and-effect relationships between two or more variables




Census

Attempts to collect data from everyone in the target market




Sample

Small # of members of the target population the researcher is interested in, used to generalize the
findings to a larger population

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