Marketing 412

Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some people try out the product and then collects feedback from them to identify any problems with it. Which of the following is best exemplified in this scenario?

Test Marketing

What is not an objective of conducting marketing research?

To strengthen the reputation of the company

Focus group discussions are more effective:

When you have 8 - 12 participants in a focus group

Qualitative research is most likely to be used when

You need to probe into subconscious consumer motivations

_____ has been collected by outside organizations such as federal and state governments, trade associations, nonprofit organizations, marketing research services, or academic researchers for a different purpose.

external secondary data

A _____ is an empirically testable though yet unproven statement developed in order to explain phenomena.

hypothesis

An in-depth interview :

involves asking a respondent a set of semistructured, probing questions in a face-to-face setting.

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____.

jamming

_____ is information collected specifically for a current research problem or opportunity.

primary data

Katie identifies a research question, that she needs to investigate. But, she realizes that she doesn't have sufficient background information to make predictions or develop hypotheses to be tested. What type of a research design should Katie adopt?

Exploratory Design

How does Gabor and Granger research technique help pricing decisions?

It will help determine the optimum price the product should be listed at.

Who among the following is most likely to be conducting qualitative research?

Katie, who is conducting focus group interviews

Why is marketing research important for organizations to succeed?

Marketing research will help organizations stay up-to-date about changing consumer needs and new market opportunities.

Research investigations that focus on topics such as trade area analysis, store image/perception, in-store traffic patterns, and location analysis are collectively called:

Retailing research

Why are variables used to measure constructs?

Because constructs are unobservable, abstract concepts