Exam 4: Conducting Marketing Research

Thailand's Boon Rawd Brewery conducted a brand personification study and found that Leo,a local beer,was perceived to have a mature personality that values Thai heritage.Singha,another local beer,was perceived as having an international Thai personality - someone who is modern and proud to be a Thai,and yet a citizen of the world with international ambitions.Heineken was viewed as the Master European Brewer,while Chang,a low-cost beer targeted at the rural market,had no clear brand personality.Which of the following qualitative research approaches relates to the approach described above?

What are the six steps involved in the marketing research process?

After collecting the relevant information,the next step in the marketing research process is to ________.

Which of the following is an advantage of personal interviews?

A ________ records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor.

According to marketing consultant Pat LaPointe,the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.

Why must the researchers avoid generalizing from focus-group participants to the whole market?

Marketing-mix modeling focuses on baseline sales or long term effects instead of incremental growth.

As a marketing researcher of Matrix Private Limited you have been asked to forecast the demand for your new range of body wash if a discount of 10 percent is offered on each unit sold.Identify the research category into which this market research falls.

Which of the following is one of the key disadvantages of online market research?

Give an account of the different technological devices that have been developed to provide insight into the consumers' behavior to the researchers.

If a marketing researcher decides to use a Likert scale,the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product,service,or concept.

A field-service firm is a ________.

________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.

________ is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.

Researchers should generalize findings from focus-group participants to the whole market.

Custom marketing research firms sell field interviewing services to other firms.

A questionnaire used in a survey contains a question such as: "Retail-R-Us offers the best everyday prices" and the responses that the respondents can opt for are: "Strongly Disagree","Disagree","No opinion","Agree","Strongly Agree".Identify and define the type of closed-end question that has been exemplified in this case.

Most large companies prefer to use external marketing research consultants rather than employ their own marketing research department.

Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.