One question will be drawn from the following. This is the only material you need to know from the first two units except for material that has carried over into Unit 3. For instance, things like response types, population, sample, sampling distribution, etc. were covered in Unit 2. These concepts are important to understanding the Unit 3 material, so you need to know them.
Studying real organizations is sometimes the most effective way to understand some marketing research concepts. In this course, class material has been illustrated through over fifty examples of real organizations.
Most of the examples and cases have been covered in the first two exams. These possible long answer questions address examples and cases that have not been covered--there aren’t that many of that haven’t been covered!
1. In the Diageo Captain Morgan Gold case, what did management choose to do and why? (4 pts) What was the outcome, and why did it happen? (4 pts) What is the main lesson to take away from the case? (2 pts)
2. In the cloth vs. disposable diapers case, describe the background and results of the two studies. (8 pts) What lesson does this illustrate about using secondary data for marketing research? (2 pts)
3. In the Whirlpool case, what did marketing research studies show, and what did management decide to do? (6 pts) While management made a mistake in hindsight, their reasoning made sense from the production side—why? (2 pts) There are several takeaway lessons from this case. Name one. (2 pts)
Unit 3 – There is only one possible long answer question, and here it is:
Do people in New York, Chicago, Los Angeles, and Houston spend the same average amount on furniture each year, or are there differences between the cities? To answer this, a furniture company gathered data from people in the four cities. The supervisor proposes that they compare each pair of cities. So they would compare NYC vs. Chicago, NYC vs. LA, NYC vs.