Exam 1: What Is Cb and Why Should I Care

According to Theodore Levitt,marketing researchers should ideally focus on _____ when promoting a product.

What is the difference between qualitative and quantitative research?

Kayla Smith is engaged in research that seeks to explain inner meanings and motivations associated with customers' purchase of clothing.She records customers' words and observes their interactions as they shop.From her observations,she develops an understanding of what motivates shoppers.What type of research is Kayla performing?

Two common interpretive research orientations are _____.

Restaurant Research Scenario Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and their preferences. The restaurant chain has several competitors competing for the same customer segments and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn't intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders. -Refer to Restaurant Research Scenario.What are the interactions between the customers and the wait staff called?

Which type of business orientation offers the same basic product to all customers?

Which of the following disciplines studies human reactions to their environment?

Clark Mathews is a college student and has been hired by a consumer research firm to help a pizza restaurant learn more about the college market.Part of his job entails hanging out with other students and observing how they decide when to order pizza,which pizza restaurants they order from,how they eat it,and what they do with the leftovers,if any.Clark learned from his observations that some students like to put French dressing on their pizza,which led the pizza restaurant to advertise and offer the dressing with orders.Which interpretive orientation does this best illustrate?

Qualitative research tools gather data in a highly structured way.

_____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust.

Undifferentiated marketers generally adopt a market orientation.

Social psychology focuses on the thoughts,feelings,and behaviors that people have as they interact with other people.

Interpretive research better enables researchers to test hypotheses as compared to quantitative research.

Interaction points refer to direct contacts between the firm and a customer.

Explain why consumers get treated differently in different types of exchange environments.

A highly competitive marketplace in which consumers have many alternatives is more likely to result in better customer service than a marketplace with little competition.

Karen Suthers,an academician and researcher,works primarily in the area of group interactions within a society.The discipline that most closely corresponds to this study is _____.

A _____ orientation apart from understanding customers,stresses the need to monitor and understand competitor actions in the marketplace and the need to communicate information about customers and competitors throughout the organization.

Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.

The physical parts of a product are known as _____.