Marketing Research Midterm
product testing
Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?
analyzing a firms performance
Which step comes last in developing a marketing strategy?
basic research
Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem?
distribution research
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?
basic and applied
The two types of marketing research based on the specificity of purpose are ____.
promotion
Which communication function of a firm is responsible for informing and persuading buyers?
identifying and evaluating market opportunities
Which step comes first in developing a marketing strategy?
marketing channel
A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n) ____.
pricing analysis
All of the following are a type of product research EXCEPT ____.
applied
Which type of marketing research is conducted to address a specific marketing decision for a specific firm or organization?
performance monitoring research
The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales. Which type of research is being used?
marketing research
The application of the scientific method in searching for the truth about marketing phenomena is known as ____.
price
Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?
Will the payoff from the research be worth the dollar expenditures for research?
A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself or herself?
product research
A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing. Which type of research is being performed?
more important; more
In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken.
scientific method
Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world?
pricing research
Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?
marketing
A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.
making results publicly available
Which activity is LEAST important in the marketing research process?
consumer orientation
An important aspect of the marketing concept is a(n) ____.
distribution research
A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed?
promotion research
A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used?
time constraints
A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case?
promotion research
AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services. Which type of research was likely used to find this information?
distribution research
An organization is attempting to decide whether to add home delivery to its customer service options. Which type of research would be most effective?
product research
Asking consumers what they think about a possible brand name for a new product is an example of which type of research?
customer orientation
Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) ____.
geo-demographic
The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired. What type of information has been provided in this example?
