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MKTG300
| Question | Answer |
|---|---|
| What is marketing research and what are its roles? (157-8) | Marketing research refers to the process of collecting, analyzing, and interpreting data about the market, customers, and competitors in order to make informed marketing decisions. It is a critical component of the marketing process, as it provides valuab |
| What are the steps in a marketing research project? (Exh. 9.1, 159-60) | 1) Identify and formulate the problem/ opportunity. 2) Plan the research design and gather secondary data. 3) Specify the sampling procedures. 4) Collect primary data. 5) Analyze the data. 6) Prepare and present the report. 7) Follow up |
| What is primary data? Secondary data? Pros and cons of each type? What are in-home interviews? Mall intercepts? Executive interviews? Focus groups?(160-64) | Primary data refers to data that is collected directly from original sources through methods such as surveys, interviews, observation, or experiments. Secondary data, on the other hand, refers to data that has already been collected and published by other |
| What are open-ended questions? Closed-ended questions? Scaled-response questions? (165-166) | Open-ended questions are questions that allow for free-form responses, with no predefined options or categories. They are often used to gather qualitative data and to explore participants' attitudes, opinions, and experiences. Examples of open-ended quest |
| What is observation research? Ethnographic research? Experiment? Sample?(166-168) | Observational research is a research method that involves observing and recording the behavior of individuals or groups in a natural or controlled environment. Observational research can be done in-person or remotely, and can be either structured (where t |
| What are probability samples? Nonprobability samples? Measurement errors? Sampling errors? Random errors? (168-170) | |
| What are the advantages and disadvantages of quantitative vs. qualitative research? (Class discussions) | |
| Discuss types of consumer products. (179-180) | |
| Discuss product items, lines, mixes and benefits of product lines.(180-182) | |
| Discuss product adjustment strategies. (182-183) | |
| What are the benefits of branding? (184-185) | |
| Discuss branding strategies. (185-187) | |
| What is a trademark? Generic product name? (187-189) | |
| What are the functions of packaging? (189-190) | |
| What is persuasive vs. informational labeling? Global issues in branding and packaging? Express vs. implied warranty? (190-193) | |
| Discuss categories of new products. (195-196) | |
| Discuss the steps in the new product development process. (196-202) | |
| Discuss types of new product adopters. (203-205) | |
| What factors affect the adoption rate? (205) | |
| Discuss the product life cycle and managerial implications. (205-209) | |
| How are services different from goods? (211-212) | |
| Discuss dimensions of service quality. (212-213) | |
| Discuss the Service gap model (213-215) | |
| Discuss components of the service mix. (215-218) | |
| Discuss different levels of relationships in service marketing (218-219) | |
| Discuss the classification of retail operations (251-253) | |
| Discuss major types of in-store retail operations (253-254) | |
| Discuss different types of nonstore retailing (254-257) | |
| Discuss the retail mix (260-265) | |
| Discuss the benefits of e-tailing vs. brick-n-mortar retailing (class discussions) |
Created by:
jzepeda13
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