Marketing Research Midterm Sample
MGT 324A
FINAL EXAM
Read the directions for each question carefully. Please write legibly.
Chapter 1 A. Please provide a detailed description of a situation analysis. Show us you know more than you would know by breaking down the two words and taking a guess (3 points)
Situation Analysis - Understand the environment and the market. Identify threats and opportunities,.assess the competitive position.
Ex. Most important influences on the demand for consumer packaged-food products during the 1990’s were: Demographic shifts including a record number of aging adult who were increasingly affluent and active, Rapid changes in family structure as a result of delayed marriages, working wives, and a high divorce rate, shifts in values as consumers became preoccupied with their won economic and emotional well being. These trends resulted in increased concerns about the quality of food, nutritional value, personal fitness, and naturalness.
B. List the five factors that influence the marketing research decisions (5 points).
1. Relevance
2. Type and Nature of Information Sought
3. Timing
4. Availability of Resources
5. Cost Benefit Analysis
Chapter 2
C. What are three of the four characteristics of a food Marketing Decision Support System (6 points)?
1. Interactive
2. Flexible
3. Discovery oriented
4. User Friendly
Chapter 3:
D. List the three steps of the Marketing Research Process (6 points)
1. Research Purpose
2. Research Objective
3. Estimate the value of information
Chapter 4:
E. What is the difference between exploratory, descriptive, versus causal research (3 points)?
Exploratory Research- used when one is seeking insights into the general nature of a problem, the possible decision alternatives and relevant variables that need to be considered.
Descriptive Research- Used to provide an accurate snapshot of some aspect of the
FINAL EXAM
Read the directions for each question carefully. Please write legibly.
Chapter 1 A. Please provide a detailed description of a situation analysis. Show us you know more than you would know by breaking down the two words and taking a guess (3 points)
Situation Analysis - Understand the environment and the market. Identify threats and opportunities,.assess the competitive position.
Ex. Most important influences on the demand for consumer packaged-food products during the 1990’s were: Demographic shifts including a record number of aging adult who were increasingly affluent and active, Rapid changes in family structure as a result of delayed marriages, working wives, and a high divorce rate, shifts in values as consumers became preoccupied with their won economic and emotional well being. These trends resulted in increased concerns about the quality of food, nutritional value, personal fitness, and naturalness.
B. List the five factors that influence the marketing research decisions (5 points).
1. Relevance
2. Type and Nature of Information Sought
3. Timing
4. Availability of Resources
5. Cost Benefit Analysis
Chapter 2
C. What are three of the four characteristics of a food Marketing Decision Support System (6 points)?
1. Interactive
2. Flexible
3. Discovery oriented
4. User Friendly
Chapter 3:
D. List the three steps of the Marketing Research Process (6 points)
1. Research Purpose
2. Research Objective
3. Estimate the value of information
Chapter 4:
E. What is the difference between exploratory, descriptive, versus causal research (3 points)?
Exploratory Research- used when one is seeking insights into the general nature of a problem, the possible decision alternatives and relevant variables that need to be considered.
Descriptive Research- Used to provide an accurate snapshot of some aspect of the