MAR3613
Exam 2 Study Guide
Lesson 5: Secondary Data
 Benefits and disadvantages of secondary data
 List three common uses of the information supplied by standardized marketing information
services.
 Define geodemography.
 Describe the use of diary panels for assessing product sales.
Lesson 6: Descriptive and Causal Research
 Describe descriptive and causal research designs.
 What are the purposes of descriptive research?
 Discuss the difference between cross-sectional and longitudinal designs.
 Distinguish different market testing methods
Lesson 7: Primary Data
 What are the advantage and disadvantages of Primary data?
 Describe different types of Primary Data
 Cite the three main approaches used to measure awareness.
Lesson 8: Data collection by observation and communication
 State the specific advantages of observation and communication methods of data collection.
 Explain the concept of structure as it relates to observation and questionnaires.
 Cite the main reason researchers may choose to disguise in an observation study.
 Explain the advantages and disadvantages of conducting an observational experiment in a
laboratory.
 Differentiate among the main methods of administering questionnaires.
 Discuss several ways in which response rates might be improved
 Calculate a response rate