Exam 2 Study Guide
PP Chapters 6&7
The uses of secondary data (and sources of). When used and why?
Primary data (purpose and who does it).
Advantages and disadvantages of using both
What is standardized data?
PP Chap 8
What is qualitative research? W
Chapter 2 Notes
May or may not believe that marketing research effort is necessaryMR is
expensive and time consuming and may not add anything you dont already know.
P&G spends $millions each year collecting and analyzing marketing based
Chapter 2 Notes (Part 2)
Primary data is information that you collect; generally collected on a proprietary
and confidential aspectin business, not disseminated to competitors. Media
research is sold to advertisers and other media users.
Chapter 4 Notes
What is the Problem?
The situation facing the client.
Situations that come with alternatives
Make decisions because you have problems or situations
To order or not to order an input, to design a product or not, to launch a product or
Chapter 4 Notes Part 2
Conduct a situation analysis (review both internal (primary) and external
Validate the symptoms of the problem (symptoms help managers recognize that a
problem exists). Look at the controls used t
Chapter 5 Notes
A set of advance decisions that make up the master plan for specifying the
methods to be used to collect and analyze needed information.
Marketers must decide in advance how they will collect and analyze (which
Chapter 5 Notes (Part 2)
Undertaken to ascertain the who, what, when, where, and how questions
probably already know the why questionjust looking for the others.
When we wish to project findings to a larger populationif descriptive s
Exam 1 Study Guide
What is marketing research and when it is appropriate to use and when is it less
What are some of the advantages and disadvantages associated with marketing
What is difference between primary and seconda
Week 1 cont. Notes MKTG 538
People, equipment, and procedures used to gather customer based information
data base mining.
Leads to DSS marketing decision support systemsaccessible information that
can be analyzedits a numbers game.
Improve the marketing
Week 1 Notes MKTG 538
Marketing: An organizational function and set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the firm and its customers.
Firms must collabora
MKTG 538 (Marketing Research) Final Study Guide
Exam 1 Material
What is difference between primary and secondary research? When do you use one, or
both, or neither.
o Primary Information- information collected specifically for the problem