Exam 1: Introduction to Marketing Research

Wrangler developed several different proposed advertisements. They then used marketing research to test consumers' preferences for the different promotional messages expressed in the various ads. This is an example of which use of marketing research?

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create a sale that generates high profits for the firm.

The Service-Dominant Logic for Marketing means marketing decision makers will need less information in the future.

Which of the following marketing information subsystems is NOT continuous?

When marketing research is used to "improve marketing as a process" instead of trying to solve a specific problem, we classify this research as applied research.

Marketing research conducted on the popular TV program, Seinfeld, starring Jerry Seinfeld, was used to illustrate:

The difference between basic research and applied research is that basic research is conducted to:

Abe would like to locate a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The research company will be performing:

Which of the following refers to applying marketing research to a specific geographical marketing area?

Other names for The Marketing Concept are "consumer -oriented" or "market-driven."

The marketing concept is an important philosophy for marketing managers because it dictates:

Marketing research studies predicted that hair styling mousse, answering machines, the Jerry Seinfeld TV program, Seinfeld, and other products and services would fail. Yet, these products and services were all successful. This illustrates that marketing research:

The marketing intelligence system gathers information generated by internal reports, which includes order billing, receivables, inventory levels, stockouts, and so on.

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.

Applied research addresses specific problems, and this type of research represents the vast majority of marketing research studies.

Which of the following best illustrates the Service-Dominant Logic for Marketing?

Hershey's can monitor the sales of their candy bars as well as the sales of their competitors' brands through the use of tracking research studies.

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

Which of the following is NOT one of the subsystems of the marketing information system?

One of the implications discussed by your textbook authors is that the Service Dominant Logic for Marketing means: