About This Chapter
GACE Marketing: Researching, Collecting & Evaluating Data - Chapter Summary
The lessons of this chapter will help you prepare for questions on the Georgia Assessments for the Certification of Educators (GACE) Marketing Education test about research in marketing and how data from marketing research is analyzed and interpreted. Watch the short, engaging videos to improve your understanding of:
- Marketing research strategies
- Marketing research design
- Establishing marketing research projects
- Interpreting data from marketing research
- Sources of error in marketing research data
- Designing and evaluating survey questions
- Using descriptive statistics
These lessons are viewable on-the-go, and you can study them at any place your mobile devices work. After completing these lessons, be sure to test your knowledge by completing the lesson assessments that come with them. When you find topics you don't fully understand, you can improve your understanding of them by returning to the lesson videos. Use video tags to jump to the main points of the videos or read over the lesson transcripts for an alternative review.
GACE Marketing: Researching, Collecting & Evaluating Data Objectives
Before teachers in the state of Georgia are certified to teach marketing, they must pass the GACE Marketing Education test. This certification exam is composed of two subtests, each with 80 multiple-choice questions. These test are either administered in two 2.5-hours testing sessions or one five-hour testing session, depending on the preference of the test taker. About 32% of the questions on the first subtest are part of the marketing information management domain area, which includes the topics covered in this chapter. Prepare for these questions by completing the quizzes and improving your understanding of marketing research and data analysis.
1. Marketing Research: Definition, Purpose and Role in Marketing Strategy
If you're a business owner, you need to know your clientele. Watch this lesson to understand the purpose and role of marketing research strategy in an overall marketing plan. This might be just the info you need!
2. How to Design Market Research Studies
Market research studies can be categorized as exploratory, descriptive, or causal. This lesson defines the three categories, explains their basic design elements, and provides examples on when to use the different types of research.
3. How to Establish a Marketing Research Project
Most consumers don't realize how much behind-the-scenes research and analysis goes into the marketing of a product. With millions of dollars at stake, marketers must use information available to formulate a key marketing plan, decision or change in strategy.
4. How to Interpret Marketing Data
Interpreting marketing data requires a clear focus on what you need or want to learn from that data, as well an objective eye. This lesson describes the types of data collection that are most common and the questions to consider when reviewing analyzed data.
5. How to Identify Sources of Error in Marketing Research Data
Market research can be valuable when companies are making strategic decisions on how to market their products. But, research is only as good as the methodology used to collect the data. This lesson examines what can go wrong in data collection.
6. How to Evaluate Survey Questions & Design
This lesson discusses surveys used in market research. We'll review some objectives for surveys, typical types of survey questions, and the importance of wording, routing, sequencing, length, and layout.
7. Determining When Marketing Research Is the Best Solution
Marketing professionals often need to determine solutions for problems related to Price, Product, Pricing, and Promotion (i.e. the __Marketing Mix__). From the various __Marketing Research__ options available, it is important to assess the validity of different research methods that can be used along with sources of information, relevance, and reliability of information.
8. What Are Descriptive Statistics? - Definition and Uses
This lesson is a simple walk-through of the common types of descriptive statistics and why they are important for understanding psychological research. You will likely be familiar with many of them but some you may not be.
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Other chapters within the GACE Marketing Education (546): Practice & Study Guide course
- GACE Marketing: Information Management
- GACE Marketing: Strategies & Segmentation
- GACE Marketing: The Marketing Plan
- GACE Marketing: Role & Impact of Promotion
- GACE Marketing: Economics Overview
- GACE Marketing: Distribution Channels
- GACE Marketing: Pricing Strategies
- GACE Marketing: Product Management
- GACE Marketing: Brand Positioning & Consumer Protection
- GACE Marketing: The Selling Process
- GACE Marketing: Professional Development
- GACE Marketing Education Flashcards