BUS 375- FINAL EXAM Chapters 1,4,10,
11, 16
Chap 1. Define marketing research: - ✔✔Marketing research is the function that links
the consumer to
... [Show More] the marketer through information. The information is used to identify
and define marketing problems; generate, refine, and evaluate marketing actions;
monitor marketing performance, and improve understanding of marketing as a process
Discuss different kinds of firms that conduct marketing research: - ✔✔a. Producers of
products and services
b. Advertising agencies
c. Marketing research companies
Producers of products and services - ✔✔a. Producers of products and services have
marketing research departments and gather information relevant to the particular
products and services they produce and the industry in which they operate
Advertising agencies - ✔✔often conduct research, primary to test advertising and
measure its effectiveness
Marketing research companies - ✔✔are in business to conduct research; some focus
on very specific topics or aspects of the research process, while others are more
general in focus.
List some of the skills that are important for careers in marketing: - ✔✔a. Most positions
in marketing research require analytical, communication, and human relations skills
b. In addition, marketing researchers must be comfortable working with numbers and
statistical techniques, and they must be familiar with a great variety of marketing
research methods.
List three reasons for studying marketing research: - ✔✔a. Some students pursue
careers in marketing research
b. Almost everyone is a consumer of marketing research in one way or another and
needs to be able to know how to evaluate the likely validity of the research
c. Managers must understand what marketing research can and cannot do as well as
what is involved in the process of conducting research
Chap 4. Specify the key steps in problem formulation: - ✔✔1. Meet with client,
2. clarify problem/opportunity,
3.state manager's decision problem
4. develop possible research problems,
5.select research problems to be addressed,
6.Prepare and submit a research request agreement [Show Less]