Exam 1: Introduction to Marketing Research

Over the years,marketing thought has evolved to a service-centered view.Which of the following statements best illustrates this view?

An example of basic research is:

The American Marketing Association defines marketing as the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.

Maritz Research's New Vehicle Customer Study includes data collected over several years,and in recent years it has studied hybrids.Its market analysts know why drivers purchase hybrids,what makes them satisfied,what their expectations are for gas mileage,and preferences for alternative fuels.The main use of this type of research would be related to:

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

As environments change,what should be revised on an ongoing basis to produce the right strategy for the new environment?

The marketing mix is a business philosophy that holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating,delivering,and communicating customer value to its chosen target markets.

The marketing intelligence system gathers everyday information about pertinent developments in the environment.

Most market research is conducted to determine market opportunities rather than determining the size of various market segments.

Marketing research is the process of designing,gathering,analyzing,and reporting information that may be used to increase investor's returns.

The research firm MSR Group conducted a rolling tracking study measuring drivers of bank customer satisfaction.The nationwide study allows banks to identify factors that determine advocates and loyal,at-risk,and critical customer relationships.This is an example of monitoring marketing performance.

The components of the marketing information system does not include:

Distinguish between the use of marketing research as applied research and basic research.Give one example of both applied research and basic research.

If we think of actions as strategies,what actions are required to satisfy the wants and needs of a market?

Because of new methods of market research,modern marketing thought holds that firms should not collaborate and learn from consumers.

When a revolutionary new product is created,marketers use research to determine the"value"consumers perceive in the new product.The main use of this type of research would be related to:

The ________ that gathers data generated from information such as orders,billing,receivables,and inventory levels,etc.,is called the:

For the most part,marketing research firms are conducting applied research to solve a specific problem facing a company.

Linking the consumer to the marketers by providing information that can be used in making financial decisions is the purpose of marketing research.

Marketers who want to know how effective expenditures are for advertising,sales force,publicity/PR,and promotional offers use product research.