MKT 473 Study Guide:
Research that is used to help companys their marketing functions
This viewpoint or leaning monitors the external environment to deliver the marketing
This is the heart and soul of marketing re
MKT 473 Notes 1/21-2/9
1) The Nature of Marketing
a) Marketing and The Marketing Concept: discovering and satisfying customer
i) EX: chocolate covered fries from McDonalds
ii) EX: Oreos debuted during the Bachelor
iii) EX: AT&T d
The Nature of Marketing
Marketing- activity, set of institutions, and processes for creating, communicating,
delivering, and exchange offerings that have value for customers, clients, partners, and
society at large.
Marketing Concept- a busin
Chapter 3 Problem Definition, Exploratory Research, and the Research Process
The Problem Definition Process:
1. Recognize the problem or opportunity
- Opportunity identification- using marketing research to find and evaluate new
2. Find out
Chapter 7 Online Marketing Research
Online Secondary Data Resources:
Newsgroups: primary means of communicating with other professionals with special interest
groups on the internet.
Webcam Online Focus Groups
Chapter One-General Overview.
Nature of Marketing: Right goods to the right people at the right time
at the right price.
Marketing Research: Identifies best options available by evaluating
performance success or failures
What is the point of doing marketi
MKT 473-001: Marketing Research
Chapters 1: Seeing What Marketing Research Can Do for You
What is MR about?
o Marketing research is about knowing, understanding, and evaluating To solve
marketing problems, you must obtain the necessary information and in
MKT 473 Study Guide Exam 3-Dr. Reynolds
Overall, make sure you have read the chapters and you know the terms and concepts discussed in class. Make sure you
know the terms and issues covered in class and in the slides. There also may be questions that focu
Study Guide Test 2
Over 1/3 of the world is online, 80% of U.S. and Canada are online.
Online survey research has replaced computer assisted telephone interviews and is still growing.
Chapter 7 Online
Internet as secondary data
The definition of marketing:
Planning and execution regarding the marketing mix.
Satisfying consumer needs as well as organizational objectives.
The characters of basic research can be represented by:
Validating an exi
- Process of planning and executing the conception, pricing, promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational
- A business philoso
*Pocket Points, double points on Tuesday.
Qualitative: subject to quantification or quantitative analysis. Based on subjective observations
Quantitative: use mathematical analysis. Done using measurable and numeric standards.
Chapter 2 Marketing Research, Industry and Research Ethics
Marketing Research Industry Members
Consumer and industrial goods and services
Government and Universities the various branches of government are both buyers and
providers of marketing r
Chapter 11' Using MeaSorement Scales to Build Marketing
l. Attit 1- re thought to predict behavior only When is high.
b. itemized rating
Ctic)mnc ofthe above .
2. A survey onestion asks respondents to rate Starbucks
Import competition has pushed the Women's and Girls' Apparel Manufacturing industry into a state of
decline, with revenue estimated to drop at an average annual rate of 4.2% over the five years to 2012 to
$8.6 billion. With most apparel
Attitude and Predicting Behavior
o Factors to determine if research findings will predict behavior
1. Involvement of the consumer
how closely you interact w that product or brand
highly involved has more detail on their opini
Chapter 2 Following the Stages of the Marketing Research Process
Before starting the Process
Should the research be done?
Is it worth the cost of doing research?
What will be done with the information?
The marketing research process
Chapter 7- Errors
Survery Research Error
o Always present
Systematic error or Bias
Sample Design Error
Systematic error that results from an error in the sample design or sampling procedures
Frame: list of people in the po
Why is Marketing Research Important?
Examples to start:
o Swiss company looking to expand into the US
o Taste tests in random markets produced good results
o Lackluster sales in grocery stores followed
o What happened?
Chapter 6- surveys
Questionnaire- they fill it out on their own, you can email it out
Survey- structured set of questions and you can talk to somebody
Most used quantitative
Typically no follow up (in project, we are asking probing quest