Summary
Summary Marketing Research
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summary of the entire module Marketing Research
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Some examples from this set of practice questions
1.
advantages of surveys
Answer: standardization, ease of administration, ability to tap the unseen, suitability to tabulation and statistical analysis, sensitivity and subgroup differences
2.
causal research
Answer: allows isolation of causes and effects, determines causality and make if-then statements
3.
classification of marketing research studies
Answer: identification of opportunities and problems, generation, refining and evaluation of marketing actions, monitoring marketing performances, improving marketing as a process
4.
components of MIS
Answer: internal report system (accounting, income statement data), marketing intelligence system (information from outside the firm), marketing decision support system (database with analytical tools), marketing research system (gathers information not gathered by other MIS systems)
5.
conclusive design
Answer: descriptive + causal
6.
constructs asked in research
Answer: brand awareness, recall recognition of advertising, knowledge of product features, brand familarity, comprehension of product benefits, attitudes, feelings toward brand, intentions to purchase, past purchase or use, brand loyalty, satisfaction
7.
continuous research panels
Answer: asks members same questions on each panel measurement
8.
controlled test market
Answer: conducted by outside research firm that distribute product through pre-specified types and numbers of distribution (useful for product introduction, entering new market)
9.
cross-sectional
Answer: measure units from a sample of the population at only one point in time
10.
data analysis
Answer: involved entering data into computer files, inspecting data for errors and running tabulations and various statistical tests
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