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MARK 3000 UGA McManus - Test 2 Exam Questions With Correct Answers. Marketing Research - answera set of techniques and principles for systematically collecting, recording, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas Research Proce...

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  • September 6, 2024
  • 11
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers

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  • mark 3000 uga mcmanus test 2 exam questions with

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©THEBRIGHTSTARS 2024



MARK 3000 UGA McManus - Test 2 Exam
Questions With Correct Answers.

Marketing Research - answer✔✔a set of techniques and principles for systematically collecting,
recording, analyzing and interpreting data that can aid decision makers involved in marketing
goods, services or ideas

Research Process - answer✔✔Defining objectives & research needs, Designing the research,
Data collection process, Analyzing data & developing insights, and Action plan &
implementation

Secondary Data - answer✔✔pieces of information that have already been collected from other
sources and usually are readily available

External Secondary Data - answer✔✔government sources, census, syndicated data

Internal Secondary Data - answer✔✔data warehouses & data mining

Primary Data - answer✔✔data collected to address specific research needs

Sample - answer✔✔a group of customers who represent the customers of interest in a research
study

Data - answer✔✔Raw numbers or facts

Information - answer✔✔organized, analyzed, interpreted data that offer value to marketers

Syndicated data - answer✔✔data available for a fee from commercial research firms such as
Information Resources Inc. (IRI), National Purchase Diary Panel and ACNielsen

Scanner Data - answer✔✔a type of syndicated external secondary data used in quantitative
research that is obtained from scanner readings of UPC codes at check-out counters

Panel Data - answer✔✔information collected from a group of consumers

Data Warehouse - answer✔✔large computer files that store millions and even billions of
individual data

Data Mining - answer✔✔the use of a variety of statistical analysis tools to uncover previously
unknown patterns in the data stored in databases or relationships among variables

, ©THEBRIGHTSTARS 2024


Virtual Community - answer✔✔an online network of people who communicate about specific
topics

Qualitative Research Methods - answer✔✔observation, in-depth interviews, focus groups, &
social media research

Churn - answer✔✔the number of consumers who stop using a product or service, divided by the
average number of consumers of that product or service

Qualitative Research - answer✔✔internal research methods, including observation, following
social media sights, in-depth interviews, focus groups and projective techniques

Quantitative Research - answer✔✔structured responses that can be statistically tested to confirm
insights and hypotheses generated via qualitative research or secondary data

Observation - answer✔✔an exploratory research method that entails examining purchase and
consumption behaviors through personal or video camera scrutiny (manual, mechanical,
ethnographic)

Sentiment Mining - answer✔✔data gathered by evaluating customer comments posted through
social media sites like Facebook and Twitter (finding location of sentiment)

In-Depth Interview - answer✔✔an exploratory research technique in which trained researchers
ask questions, listen to and record the answers, and then pose additional questions to clarify or
expand a particular issue (unstructured, time consuming, costly)

Focus Group Interview - answer✔✔a research technique in which a small group of persons
(usually 8 to 12) comes together for an intensive discussion about a particular topic, with the
conversation guided by a trained moderator using an unstructured method of inquiry

Social Media Research - answer✔✔involves monitoring blogs, online communities, & sentiment
mining

Survey - answer✔✔a systematic means of collecting information from people that generally uses
a questionnaire

Questionnare - answer✔✔a form that features a set of questions designed to gather information
from respondents and thereby accomplish the researcher's objectives; can be structured or
unstructured

Unstructured Questions - answer✔✔open-ended questions that allow respondents to answer in
their own words (qualitative)

Structured Questions - answer✔✔closed-ended questions for which a discrete set of response
alternatives, or specific answers, is provided for respondents to evaluate (quantitative)

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