mktg midterm 1

Which step comes last in developing a marketing strategy?

analyzing firm performance

Problems associated with secondary data are

fit and accuracy.

The most important step in the research process is

formulating the problem

Each of the following is part of a typical research proposal EXCEPT

hypothesized results

A researcher should always give the benefit of the doubt to the professional reputation of the organization that has gathered secondary data in the process of evaluating the quality of the data. T/F

False

Marketing research is restricted to the promotion aspect of the marketing mix T/F

False

The first stage in the research process is to plan a research design. T/F

False

A research project may have one objective or several objectives. T/F

True

Descriptive research often helps describe market segments. T/F

True

Market potential is frequently estimated through the use of secondary data. T/F

True

Suppose a major department store conducts research to determine which products it should offer to customers over the Internet. This store is involved in which type of research?

distribution (place) research

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

faster; less

Marketing Research

invlolves the use of information to make better marketing decisions

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

market opportunity

The best way to begin research is to conduct a brief preliminary survey so that other areas of interest may be uncovered early in the research process. T/F

False

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action. T/F

False

Properly defining a problem can be more difficult than solving it. T/F

True

Secondary data are data that have already been collected for some other purpose than the one at hand. T/F

True

The researcher should attempt to gather secondary data before initiating a search for primary data. T/F

True

All of the following are examples of internal secondary data EXCEPT:

U.S. Census data

U.S. Census data:

can help retailers in site selection

Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n) ____.

commercial source

Whic type of marketing research addresses who, what, when, where, why, and how questions?

descriptive research

Ansoff's Strategic Opportunity Matrix helps marketing managers because it emphasizes

different products and/or markets need different marketing mixes

Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population?

sampling

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.

marketing