MKTG 351 Study Guide - Midterm Guide: Focus Group, Marketing Effectiveness, Verbal Behavior

• School: George Mason University
• Department: Marketing
• Course: MKTG 351
• Professor: Jessica Hoppner

Document Summary

Mktg 351: exam 1 review sheet: marketing research: the function that links the consumer, customer, and public to the marketer through information, basic functions. Identify and define marketing opportunities and problems: generate, refine, and evaluate marketing actions, monitor marketing performance. Improve understanding of marketing as a process: data vs. information, data -> information -> action, scientific method (marketing research process, formulate problem, research design, data collection, data analysis, presenting results, applied research vs. Research ethics: ethical issues in marketing research, misidentification: company a gets poor response rates in its mail surveys so uses fictitious letterhead labeled public opinion research inc. , misrepresentation: 80% of physicians recommend that consumers use no margarine. Of the remaining 20%, a majority recommend brand a. Marketing research process: marketing research process, formulate problem, research objectives: the goals to be achieved by conducting research. Problem formation: when to conduct marketing research, threats vs.