Question 1

Which of the following is NOT a characteristic of primary data?

Accepted Answer

A)  provides the most current information 
B)  can be customized to research needs 
C)  involves high financial costs 
D)  can be obtained quickly 
A)  provides the most current information 
B)  can be customized to research needs 
C)  involves high financial costs 
D)  can be obtained quickly D

Question 2

Which market analysis method is able to identify the value that different segments place on different product attributes?

Accepted Answer

A)  scanner data 
B)  conjoint analysis 
C)  panel data 
D)  experiments 
A)  scanner data 
B)  conjoint analysis 
C)  panel data 
D)  experiments B

Question 3

Data collected through UPC codes at retail stores is most likely ________.

Accepted Answer

A)  syndicated research 
B)  qualitative research 
C)  descriptive research 
D)  causal research 
A)  syndicated research 
B)  qualitative research 
C)  descriptive research 
D)  causal research A

Question 4

What is the difference between quantitative data and qualitative data? As a marketer,how should you utilize both types of research?

Accepted Answer

Qualitative data are those data that are

Question 5

Information collected from government publications is an example of secondary data.

Accepted Answer

A) True 
 B)False

Question 6

According to Kotler and Armstrong,the first step in the market research process involves ________.

Accepted Answer

A)  defining the problem and objective 
B)  developing the plan for collecting data 
C)  defining the specific method of analysis 
D)  determining how results will be implemented 
A)  defining the problem and objective 
B)  developing the plan for collecting data 
C)  defining the specific method of analysis 
D)  determining how results will be implemented

Question 7

Which of the following is a benefit associated with conducting market research?

Accepted Answer

A)  low costs 
B)  risk reduction 
C)  quick implementation 
D)  streamlined decision-making 
A)  low costs 
B)  risk reduction 
C)  quick implementation 
D)  streamlined decision-making

Question 8

________ is information collected for the purpose of addressing a current research question.

Accepted Answer

A)  Primary data 
B)  Secondary data 
C)  Syndicated research 
D)  Exploratory research 
A)  Primary data 
B)  Secondary data 
C)  Syndicated research 
D)  Exploratory research

Question 9

________ research is a process designed to collect a large number of responses using a standardized questionnaire from which the results can be summarized into numbers for statistical analysis.

Accepted Answer

A)  Explanatory 
B)  Quantitative 
C)  Syndicated 
D)  Qualitative 
A)  Explanatory 
B)  Quantitative 
C)  Syndicated 
D)  Qualitative

Question 10

What is the most common form of causal research?

Accepted Answer

A)  questionnaires 
B)  interviews 
C)  experiments 
D)  online surveys 
A)  questionnaires 
B)  interviews 
C)  experiments 
D)  online surveys

Question 11

A product that is ________ would be LEAST likely to benefit from market research.

Accepted Answer

A)  highly competitive 
B)  newly invented 
C)  expensive 
D)  imported 
A)  highly competitive 
B)  newly invented 
C)  expensive 
D)  imported

Question 12

One purpose of ________ research is to gather preliminary information that will help divide a broad research problem into small problems for subsequent research.

Accepted Answer

A)  causal 
B)  experimental 
C)  descriptive 
D)  exploratory 
A)  causal 
B)  experimental 
C)  descriptive 
D)  exploratory

Question 13

Descriptive research characterizes the who,what,when,where,and why of the market.

Accepted Answer

A) True 
 B)False

Question 14

After conducting customer-oriented market research,a marketer will most likely be able to perform all of the following activities EXCEPT ________.

Accepted Answer

A)  developing specific marketing programs and tactics 
B)  assessing and adjusting marketing mix activities 
C)  quantifying internal strengths and weaknesses 
D)  segmenting and targeting customers 
A)  developing specific marketing programs and tactics 
B)  assessing and adjusting marketing mix activities 
C)  quantifying internal strengths and weaknesses 
D)  segmenting and targeting customers

Question 15

According to Alan Andreasen,the market research process should begin by ________.

Accepted Answer

A)  searching for comparable data 
B)  drafting the eventual report 
C)  specifying a research plan 
D)  determining needed data 
A)  searching for comparable data 
B)  drafting the eventual report 
C)  specifying a research plan 
D)  determining needed data

Question 16

Market research is beneficial when a marketing program needs to be fine-tuned prior to launching a product.

Accepted Answer

A) True 
 B)False

Exam 28: Note : Customer-Oriented Market Research

Which of the following is NOT a characteristic of primary data?

Which market analysis method is able to identify the value that different segments place on different product attributes?

Data collected through UPC codes at retail stores is most likely ________.

What is the difference between quantitative data and qualitative data? As a marketer,how should you utilize both types of research?

Information collected from government publications is an example of secondary data.

According to Kotler and Armstrong,the first step in the market research process involves ________.

Which of the following is a benefit associated with conducting market research?

________ is information collected for the purpose of addressing a current research question.

________ research is a process designed to collect a large number of responses using a standardized questionnaire from which the results can be summarized into numbers for statistical analysis.

What is the most common form of causal research?

A product that is ________ would be LEAST likely to benefit from market research.

One purpose of ________ research is to gather preliminary information that will help divide a broad research problem into small problems for subsequent research.

Descriptive research characterizes the who,what,when,where,and why of the market.

After conducting customer-oriented market research,a marketer will most likely be able to perform all of the following activities EXCEPT ________.

According to Alan Andreasen,the market research process should begin by ________.

Market research is beneficial when a marketing program needs to be fine-tuned prior to launching a product.

Overview of Marketing Strategy the Strategic Marketing Process

Situation Assessment - the External Environment

Situation Assessment - the Company

Strategy Formation

Implementation

Planning,assessment,and Adjustment

Note : Market Definition

Note : Context: Pest Analysis

Note : Customer Assessment - Trends and Insights

Note : Consumer and Organizational Buyer Behavior

Note : Competitor Analysis - Competitive Intelligence

Note : Company Assessment - Missions and Visions

Note : Company Assessment - the Value Chain

Note : Industry Analysis

Note : the Product Life Cycle

Note : Experience Curve Effects on Cost Reduction

Note : Economies and Diseconomies of Scale

Note : Economies of Scope-Synergies and Virtuous Circles

Note : Market-Share Effects

Note : Scenario Analysis

Note : the Marketing Concept

Note : What Is a Marketing Strategy

Note : Generic Strategies - Advantage and Scope

Note : Generic Strategies - the Value Map

Note : Generic Strategies - Product-Market Growth Strategies

Note : Specific Marketing Strategies

Note : Market Segmentation

Note : Loyalty-Based Marketing,customer Acquisition,and Customer Retention

Note : Customer Lifetime Value

Note : Competitive Advantages

Note : Swot Analysis

Note : Targeting

Note : Positioning

Note : Brands and Branding

Note : Products - New Product Development

Note : Products - Innovations

Note : Products - Product Portfolios

Note : Pricing Strategies

Note : Promotion and People - Integrated Marketing Communications

Note : Place - Distribution

Note : Budgets,forecasts,and Objectives

Note : Staircase Analysis

Note : Assessment and Adjustment

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