Review for Test 1

Test one will consist of short answer, analysis, and multiple choice questions.  Please prepare by reading the following topics:

1.  Types of marketing research: basic vs. applied.

2.  Functional roles of marketing research: descriptive, diagnostic, predictive.

3.  Proactive vs. reactive research

4.  Know the difference between corporate research depts, custom marketing research firms, syndicated services, and field services.

5.  Know the difference between exploratory, descriptive, and causal research.

6.  Dependent and independent variables

7.  Concomitant variation - spurious association

8.  You should be able to describe the difference between survey research studies, experiments, and observational research.

9.  Know what goes into a research proposal.  You do not need to memorize all the components, but you should be able to recognize elements left out (that should have been included) in a proposal.

10.  What is qualitative research?  Know its advantages and disadvantages.

11.  I'll give you a topic and ask you to create three projective research studies to measure consumer perceptions.

12.  Know all the key terms in Ch. 6.

13.  Know the different types of observational research methods (do not memorize the types of machine observation).

14.  Know the key terms in Ch. 8.