Question 1

Which communication function of a firm is responsible for informing and persuading buyers?

Accepted Answer

The communication function of promotion involves informing and persuading buyers through advertising, personal selling, sales promotion, and public relations. Marketing involves identifying and satisfying customer needs, while research involves gathering and analyzing data to better understand the market and consumer behavior. Distribution involves getting products to the right place at the right time.

Question 2

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?

Accepted Answer

Time constraints are the determining factor in this case, as the decision must be made before the results of the study can be analyzed, indicating that there isn't enough time to conduct and analyze research before making the decision.

Question 3

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

Accepted Answer

The answer of Organizations conducting research in order to make...

Question 4

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n) ____.

Accepted Answer

A marketing channel refers to the network of interdependent institutions that work together to make sure goods or services reach the end consumer. This includes all aspects of distribution, such as transportation, storage, packaging, and promotion. The other answer choices (B, C, D) are not commonly used terms in marketing and may not fully encompass the breadth and complexity of a marketing channel.

Question 5

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?

Accepted Answer

Distribution research focuses on identifying the best locations for warehouses in order to optimize product transportation and minimize travel time. This type of research would be most effective for the superstore chain's management to make informed decisions about where to locate its regional warehouses. Product research, pricing research, and promotion research are not relevant to this decision.

Question 6

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

Accepted Answer

The answer of The application of the scientific method in...

Question 7

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?

Accepted Answer

The answer of Suppose a major department store conducts research...

Question 8

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

Accepted Answer

The answer of Research that attempts to verify a theory...

Question 9

A business with a(n) ____________________ orientation recognizes that multiple parties are affected by firm decisions and selects market segments with a concern for its public persona.

Accepted Answer

The answer of A business with a(n) ____________________ orientation recognizes...

Question 10

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?

Accepted Answer

The research being conducted is focused on determining which flavors of trail mix consumers in China are likely to find appealing. This is an example of product research, which is conducted to gather information about consumer preferences and develop new products or improve existing ones. The other choices, pricing research, promotion research, and distribution research, are not directly relevant to understanding consumer preferences for different flavors of trail mix.

Question 11

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

Accepted Answer

The aspect of the marketing mix represented by the value that a consumer places on a good when they purchase that good is price. Price is the amount of money that a consumer is willing to pay to acquire a product or service, and it is a crucial factor in the consumer's decision to purchase. The value that a consumer places on a good is directly related to the price they are willing to pay for it, and this relationship is an essential part of the pricing strategy component of the marketing mix.

Question 12

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?

Accepted Answer

The research being performed is focused on understanding the distribution patterns of people and their movements, which is why it falls under distribution research. The study is not focused on pricing, promotion or product research.

Question 13

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?

Accepted Answer

This scenario describes promotion research, as the company is evaluating the effectiveness of a promotional strategy (mailing free samples) to enhance product sales.

Question 14

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?

Accepted Answer

This information likely comes from promotion research, as it involves measuring how well the AT&T logo is recognized by consumers, which is a key aspect of promotional effectiveness and brand awareness.

Question 15

An organization is attempting to decide whether to add home delivery to its customer service options. Which type of research would be most effective?

Accepted Answer

Distribution research would be the most effective in this scenario as it involves evaluating the distribution channels and methods of delivering products or services to customers. By conducting distribution research, the organization can better understand the benefits and potential drawbacks of offering home delivery, as well as identify the most efficient and cost-effective methods for implementing it. Promotion research is focused on advertising and promotional strategies, pricing research is focused on evaluating pricing strategies, and product research is focused on developing and improving specific products or services. While these types of research may be beneficial in other areas of the business, they would not provide the necessary insights for making a decision about adding home delivery.

Question 16

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?

Accepted Answer

The description of monitoring sales activities for changes in dollar sales indicates that Target is using performance-monitoring research.

Question 17

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

Accepted Answer

The answer of The two types of marketing research based...

Question 18

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

Accepted Answer

The answer of Which type of research attempts to determine...

Question 19

In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken.

Accepted Answer

The more important a decision is to the organization, the more likely it is that research will be undertaken to ensure the decision is well-informed.

Question 20

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?

Accepted Answer

The marketing manager should ask themselves whether the payoff from the research is worth the cost of the research before making a decision to postpone the product launch. Factors such as the potential increase in sales or decrease in costs resulting from the research should be considered. A and B are not as relevant to the decision-making process, and D is more focused on customer benefits rather than financial considerations.

Quiz 1: The Role of Marketing Research