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Marketing Research (Ch.1)

Terms in this set (34)

Which of the following is not part of the definition of marketing?
Gauging production efficiency
The fact that cell phones now come in a vast array of designs and colors relates to which specific component of the marketing concept?
Consumer orientation
Target marketing most closely identifies with which of the following orientations?
Consumer orientation
Achieving a 15% rate of return on investment would identify with which of the following orientations?
Goal orientation
Which of the following is under control of the marketer?
The marketing mix
Which of the following is not done by marketing research?
Based on the information deciding to terminate a product or service that is not meeting organizational goals
Determining what consumer attitudes are with regard to a particular product and its advertising would be part of the _________ function in marketing research.
Descriptive
At the heart of marketing research is the analysis of _________.
Data
The best way for a business to achieve brand loyalty is to measure and monitor ________.
Customer satisfaction
Which of the following would not be characteristic of basic research?
Determining the most attractive price for a new product
Which of the following would characterize an applied research effort?
*Determining the best package design for a Hispanic market
*Forecasting the demand for a new service
*Determining whether or not to add a new model of option
*Deciding which retail locations will produce the most consumer traffic
Which of the following might provide a good reason not to conduct marketing research?
Decision making data already exists
A marketing firm bids on a project for a bank study. In the study, a minimum of $20,000 is budgeted for data collection and focus groups after the survey. The bank responds by saying that it can only allocate $10,000 for data collection alone. What should the marketing research firm do?
Decline the project
Which of the following would be the strongest reason for not conducting marketing research?
Small market yielding a small profit
In which condition would you be least likely to perform marketing research?
Small profit margin
A producer of toys for small children asks a marketing research firm to conduct a survey to determine what percentage of the households in a region have children under 6 years of age. The marketing research firm should probably decline the project because of which of the following?
Decision-making information already exists
Why would a bank not be interested in a study that would tell them which of their male customers have a poor self-concept and tend to be introverted?
The research results would not be useful
A marketing research firm is discussing the possibility of a major project for a real estate company. The research firm has already conducted extensive exploratory research for the project and has been compensated. For the subsequent survey, the top managers in the real estate firm cannot agree on exactly what the specific research objectives should be. What should the marketing research firm do?
Decline the project
Which of the following is true regarding using the Internet for marketing research versus more traditional techniques such as telephone?
The Internet tends to yield similar research findings compared to traditional techniques
Which of the following is not a benefit of the Internet for marketing research?
More rapid access to business intelligence
Facilitates follow-up studies
Slashes many cost-related activities in the research process
Improves response rates over mail surveys
Which of the following is not an advantage of Internet surveys over telephone surveys?
Allows for greater probing on specific questions
Which of the following is not one of the costs that can be reduced by conducting marketing research online?
Survey programming costs
Clients being able to access their survey results via the research supplier's secure Web site is an example of which Internet advantage?
Data management and online analysis
A recent university study suggests that spectators of sporting events have higher levels of involvement with the products being advertised when the home team is winning. What type of research is this?
Basic research
___________ orientation monitors the external environment in order to deliver the marketing mix to the target market.
Systems
Most marketing research studies which aim to assist a company with its marketing function are categorized as ___________ research.
Applied
The recent emphasis on customer satisfaction research by many companies relies on the notion that customer satisfaction is closely linked with ___________.
Customer Loyalty
When a research firm conducts focus groups to test 3 potential ad concepts for its client, they are using which type of applied research?
Selective
An advertiser recently learned that over 50% of their target market regularly uses text messaging. This is an example of monitoring the ____________ environment.
External
The Internet has impacted which aspects of marketing research?
Data collection
Communication between client and research supplier
Distribution of reports
Retrieval of secondary sources of information, such as the US Census
What is the primary channel that will allow management to make timely decisions in the marketing process?
Marketing Research
The "mature" years of marketing research began in which decade?
The 1950s
The article in the chapter, "What is Good about Marketing Research Today," William D Neal discusses all of the following specifically with regard to improvement in market research except what?
Allocating Funds
Which answer best describes a market researcher?
One who understands the marketing process as well as the subtleties of marketing problems and opportunities
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