Deck 1: The Role of Marketing Research

Question 1

A customer orientation means that all firm decisions are made with a conscious awareness of their effect on the bottom line (that is,profits).

Answer 1

False
A customer orientation means that all firm decisions are made with a conscious awareness of their effect on the consumer.

Question 2

Marketing research should be conducted regardless of how long it will take to perform.

Answer 2

False
In many instances management believes that a decision must be made immediately,allowing no time for research.

Question 3

Concept testing is a form of product research.

Answer 3

True

Question 4

Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies.

Question 5

When ideas can be stated in researchable terms,we reach the hypothesis stage of the scientific method.

Question 6

The most common forms of performance-monitoring research are sales performance and profit analyses.

Question 7

Communication technologies have impacted marketing research greatly.

Question 8

A marketing researcher needs to be subjective in order to provide accurate information.

Question 9

Developing and implementing a marketing strategy involves six stages.

Question 10

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

Question 11

Marketing research is relevant to and used by non-profit organizations.

Question 12

When a marketing researcher describes the age,gender,income,and education of consumers in a particular city,this is known as geo-demographic information.

Question 13

The term "research" means "to search again."

Question 14

Distribution research focuses on the network of interdependent institutions that perform the logistics necessary for consumption to occur.

Question 15

Marketing research is restricted to the promotion aspect of the marketing mix.

Question 16

The scientific method used by researchers is essentially the same process in marketing as it is in "hard" sciences,such as biology or physics.

Question 17

Keeping customers is less important that getting customers.

Question 18

A stakeholder orientation recognizes that multiple parties are affected by firm decisions.

Question 19

Marketing research is basically about conducting surveys.

Question 20

Conducting research to determine why consumers visit Starbucks is an example of basic marketing research.

Question 21

All of the following are important aspects of the marketing research process EXCEPT:

A) gathering information
B) idea and theory development
C) analyzing data
D) making results publicly available

Question 22

What type of information describes the demographic profile of consumers in a particular geographic region?

A) geo-demographics
B) psychographics
C) economic indicators
D) place-based demographics

Question 23

Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will perceive the detergent to be more mild than one packaged in a neon-orange container.Pamela is conducting _____.

A) qualitative research
B) essential research
C) scientific deduction
D) marketing research

Question 24

According to the concept of cross-functional activities,which of the following can affect the organization's marketing efforts?

A) the research & development department
B) the accounting department
C) the production department
D) all of these choices

Question 25

Which of the following are the two types of marketing research based on the specificity of its purpose?

A) basic and applied
B) scientific and non-scientific
C) cross-sectional and qualitative
D) quantitative and secondary

Question 26

All of the following are a type of product research EXCEPT _____.

A) concept testing
B) product testing
C) brand-name evaluation
D) pricing analysis

Question 27

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

A) product research
B) promotion research
C) product testing
D) concept testing

Question 28

Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

A) qualitative method
B) quantitative method
C) scientific method
D) primary method

Question 29

_____ is the application of the scientific method in searching for the truth about marketing phenomena.

A) Marketing
B) Business
C) Marketing Research
D) Science

Question 30

Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?

A) performance-monitoring research
B) basic research
C) total quality management
D) the scientific method

Question 31

_____ is conducted to address a specific marketing decision for a specific firm or organization.

A) Basic marketing research
B) Qualitative marketing research
C) Quantitative marketing research
D) Applied marketing research

Question 32

When 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,this is an example of what type of information?

A) TQM
B) performance-monitoring
C) geo-demographic
D) the marketing concept

Question 33

Which of the following is the first step in developing a marketing strategy?

A) analyzing firm performance
B) identifying and evaluating market opportunities
C) selecting target markets
D) planning and implementing a marketing mix that will provide value to customers and meet organizational objectives

Question 34

When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing,this was an example of which type of research?

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

Question 35

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?

A) marketing orientation
B) quality orientation
C) external orientation
D) value orientation

Question 36

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

Question 37

Campbell's Soup is considering launching a new gumbo product and is testing different recipes with consumers before full commercialization.What type of research is Campbell's using to determine which soup consumers will like the best?

A) secondary marketing research
B) basic marketing research
C) applied marketing research
D) test marketing research

Question 38

Which of the following is an important aspect of the marketing concept?

A) a cross-functional perspective for the coordination of the organization's activities
B) an emphasis on long-term profitability instead of dollar sales volume
C) a consumer orientation
D) all of these choices

Question 39

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?

A) distribution research
B) copytesting
C) promotion research
D) product testing

Question 40

A marketing professor is examining the relationship between age and shoplifting behavior.The research is not being conducted for any specific retailer,but rather it is intended to better understand and predict this behavior.This professor is conducting which type of marketing research?

A) basic marketing research
B) formal marketing research
C) applied marketing research
D) abstract marketing research

Question 41

Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?

A) product
B) place
C) price
D) promotion

Question 42

When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes,this is an example of which type of research?

A) relationship marketing research
B) total quality management research
C) basic research
D) performance-monitoring research

Question 43

Organizations conducting research in order to make a decision about a real situation faced in the marketplace are conducting ______ research.

Question 44

When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores,this is an example of which type of research?

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

Question 45

Ensuring that all promotional efforts,such as advertising,public relations,personal selling,and so forth,are coordinated to communicate a consistent image is the basic tenet underlying _____.

A) synergistic marketing communications
B) integrated marketing mix
C) integrated marketing communications
D) promotion research

Question 46

Research that attempts to verify a theory but which is not intended to solve any specific business problem is known as ______ research.

Question 47

Research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research?

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

Question 48

_____ is the communication function of the firm responsible for informing and persuading buyers.

A) Marketing
B) Research
C) Distribution
D) Promotion

Question 49

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed,this is an example of which aspect in the determination of the need for marketing research?

A) nature of the decision
B) time constraints
C) availability of the data
D) cost considerations

Question 50

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.

A) marketing channel
B) distribution network
C) supply channel
D) distribution linkage

Question 51

When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance,it is engaged in which type of research?

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

Question 52

When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted,which of the following questions should this manager ask himself or herself?

A) Is the proposed research expenditure the best use of the available funds?
B) Will the information gained by marketing research improve the quality of the marketing decision enough to warrant the expenditure?
C) Will the payoff from the research be worth the dollar expenditures for research?
D) all of these choices

Question 53

When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants,this is an example of which type of research?

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

Question 54

The two types of marketing research based on the specificity of its purpose are called basic and _____ research.

Question 55

When Pottery Barn conducted research to determine which products it should offer to customers over the Internet,this was an example of which type of research?

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

Question 56

When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes,this was an example of which type of research?

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

Question 57

The way researchers go about using knowledge and evidence to reach objective conclusions about the real world is known as the ______ method.

Question 58

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

Question 59

Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products,and consumers tend to prefer products that are made in the U.S.A.To determine if consumers in other countries are partial to their own country's products,what must be done before the empirical findings from the research conducted among U.S.consumers also exist and behave similarly in another culture?

A) reliability assessment
B) cultural cross-validation
C) benefit/cost analysis
D) cultural-monitoring research

Question 60

When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver the product to its customers,this is an example of which type of research?

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

Question 61

_____ testing exposes potential customers to a new product idea to judge the acceptance and feasibility of the concept.

Question 62

Discuss how businesses analyze marketing performance and the role performance-monitoring research performs in this function.

Question 63

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

Question 64

Information describing the demographic profile of consumers in a particular geographic region is called _____.

Question 65

Explain the differences among a product-oriented firm,a production-oriented firm,and a marketing-oriented firm and the role marketing research plays in each.

Question 66

Describe basic and applied marketing research and design an example of each.

Question 67

_____ research investigates the effectiveness of advertising,premiums,coupons,sampling,discounts,public relations,and so forth.

Question 68

You've just been hired as a research assistant in the brand management unit of a major consumer packaged-goods manufacturer.Describe two types of product research you may be involved in conducting.

Question 69

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.

Question 70

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

Question 71

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.

Question 72

The term _____ is sometimes used to refer to a channel of distribution.

Question 73

A company that applies the marketing concept in its dealings with its customers is using a _____ orientation.

Question 74

Marketing _____ refer to quantitative ways of monitoring and measuring marketing performance.

Question 75

Discuss how marketing researchers apply the scientific method when conducting marketing research.

Question 76

The _____ orientation recognizes that multiple parties are affected by firm decisions.

Question 77

One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future.This is known as ______.