Exam 1: Introduction to Marketing Research

All of the following are forms of marketing research except

A(n) _____ evaluates how leading companies or brands are viewed in the minds of consumers concerning key product or image attributes.

A(n) _____ evaluates the message that is actually being communicated to a target market.

In terms of the outcome of research, if the research does not follow a scientific method and is relevant to management, the results are

Research, in the business context, is not an organized, formal inquiry into an area to obtain information used for decision making.

An example of strategic decision making is

Strategic decisions are long run in scope and may not be altered if successful.

In a marketing research project after the problem has been defined and the purpose of the research has been specified, the next step is to

It is essential that the researcher and the manager specify in advance

A(n) _____ determines what share of the market the medium being tested actually has and how a target market is identified demographically and psychographically.

Marketing research is not the specific marketing function relied upon to provide information for marketing decisions.

Research approaches include all of the following categories except

Marketing research is the function which links the ___________, ____________, and ___________ to the marketer through information.

Asking "what if" questions promote better decision making.

Marketing research is the specific marketing function relied upon to provide information for marketing decisions.

In terms of the outcome of research, if the research follows a scientific method and is relevant to management, the results are

All of the following items are uses of marketing information except

Research can be both scientific and unconventional as long as the research results are relevant and believable.

Marketing research should focus on the collection techniques used to gather information to facilitate decision making.

Flexibility is not an important aspect of the research design.