What This Document Is
This document is a study guide designed to help students prepare for the first exam in MKTG 351: Marketing Research Technical Application at George Mason University. It outlines key terms, concepts, and the overall scope of the material that will be covered on the exam.
Why This Document Matters
This study guide is essential for students enrolled in MKTG 351 who want to effectively review the foundational principles of marketing research. It’s most useful in the days leading up to the exam as a focused refresher. The guide exists to help students identify areas where they need further study and to understand the core ideas presented in the course material.
Common Limitations or Challenges
This study guide is a *review* of material; it does not *teach* the concepts. It provides an overview but doesn’t replace the need to attend lectures, complete readings, or engage with course activities. It won’t provide practice questions or detailed explanations of complex methodologies.
What This Document Provides
The full study guide includes definitions and explanations of:
* The core definition and functions of marketing research.
* The distinction between data and information.
* Types of research: applied vs. basic research.
* The importance of ethical considerations in marketing research, including examples of unethical practices like sugging and frugging.
* An overview of who conducts marketing research (in-house teams vs. external agencies) and the benefits of each approach.
* Key terms related to the marketing research process.
This preview only provides a high-level overview of the document’s contents. The full guide offers a more detailed exploration of these topics to support exam preparation.
