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Exam 1: The Role of Marketing Research

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Question 21

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The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites. Which type of research would be most effective?

A) product research
B) pricing research
C) distribution research
D) promotion research

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Question 22

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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) ____.

A) emphasis on short-term profits
B) cross-functional perspective
C) customer orientation
D) product orientation

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Question 23

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Asking consumers what they think about a possible brand name for a new product is an example of which type of research?

When empirical evidence from two different cultures suggests that people in one culture act in ways that are similar to people in a different culture, we say that this fact ____________________ the hypothesis that the two cultures are similar to one another.

Systematic research usually takes very little time to complete.

The procedures and techniques used by applied researchers and basic researchers differ substantially.

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?

Which step comes last in developing a marketing strategy?

Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?

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?

A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.

Marketing research should not be used by non-profit organizations.

Discuss the factors that influence whether or not marketing research is needed.

Managers should avoid conducting market research when the decision is of considerable strategic or tactical importance.

Explain why marketing research, like all business activity, continues to change.

The application of the scientific method in searching for the truth about marketing phenomena is known as ____.

An important aspect of the marketing concept is a(n) ____.

Online sentiment analysis determines the strength of a brand by continually searching for positive and negative mentions of the brand.

When a company focuses all of its efforts aimed at consumers based on its technical superiority in product design and features, this company is said to be ____________________-oriented.

Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.