Deck 7: Marketing Research

Question 1

Marketing research addresses both broad and specific issues that are relevant to the company and its operation.

Answer 1

True

Question 2

Studies of industry trends, market characteristics, and market trends are conducted regularly by colleges and universities and shared with marketing professionals through published research articles and marketing associations such as the American Marketing Association.

Answer 2

False

Question 3

Buyer behavior research examines consumer brand preferences, brand attitudes, and brand-related behaviors.

Answer 3

True

Question 4

Brand awareness research is a component of product research and investigates the criteria that consumers use in purchasing a particular product.

Question 5

Consumer segmentation studies identify profiles of different consumers that a company could target with their products.

Question 6

Most product research is directed towards current products on the market.

Question 7

Concept testing research involves investigating an idea for a new product, the feasibility of the product idea, and defining the target market for a new product idea.

Question 8

Brand-name generation studies involve testing brand names and logos.

Question 9

Test marketing involves testing new product performance in a limited area of a target market to estimate product performance in the overall market.

Question 10

Channel performance and coverage studies involve identifying threats, opportunities, strengths, and weaknesses that will influence channel performance and viability.

Question 11

Studies of premiums, coupons, and deals determine the appropriateness and effectiveness of these types of promotions for a given target market.

Question 12

Advertising effectiveness research will determine if the product's target market matches the viewing audience of the media being used for a particular advertisement.

Question 13

Research reveals that the once-mysterious ways of merchandising have been reduced to a single element: advertising.

Question 14

Promotional research is an important determinant in cost analyses, profit analyses, price elasticity studies, and competitive pricing analyses.

Question 15

The third step of the marketing research process involves data analysis, recommendations, and implementation.

Question 16

To help in defining the marketing problem, researchers will often conduct descriptive research.

Question 17

Exploratory research is conducted early in the research process to assist researchers in defining the problem or identifying additional problems that need to be investigated.

Question 18

The secondary data that may be most relevant to a researcher's study will likely not exist or, if it does, it is likely to be dated or unreliable.

Question 19

Quality secondary data can help companies further refine problems and objectives, and, if necessary, even redefine them.

Question 20

Collecting secondary data requires substantial expertise in both instrument design and administration and, as a consequence, it is expensive and time consuming.

Question 21

In terms of primary research, the research approach is defined as the method used to collect data.

Question 22

Reliability is the extent to which data are likely to be free from random error and represent the population being studied.

Question 23

Validity is the extent to which data collected are free from errors.

Question 24

Quantitative research involves a small number of respondents answering open-ended questions.

Question 25

In certain countries, such as France and Italy, there is a preference for qualitative data as a complement to quantitative data, whereas in other countries such as the United States and Germany, quantitative data are deemed as most valuable.

Question 26

Depth interviews are one-to-one attempts to discover consumer motivations, feelings, and attitudes toward an issue of concern to the study's sponsor.

Question 27

Depth interviews are very useful for complex behavioral or decision-making considerations or in an emotionally laden issue.

Question 28

Using interviewers to conduct qualitative research is very expensive and time consuming, but the data collected are normally more robust since the interviewer can further address issues that come up during the interview.

Question 29

One approach used in observational research is naturalistic inquiry.

Question 30

Physiological instruments are used as an observation method to measure the respondent's voluntary responses to stimuli.

Question 31

Some researchers believe that physiological instruments used in advertising research are more accurate than verbal or written responses where a respondent may give researchers the socially acceptable answer instead of an honest answer.

Question 32

In terms of nonresponse rates, it is essential for valid research to contact non-respondents to identify their traits and compare it with individuals who responded to the research.

Question 33

Marketing research is defined as

A) the results obtained from monitoring developments in the firm's environment
B) the research examining consumer brand preferences, brand attitudes, and brand-related behavior
C) the systematic design, collection, recording, analysis, interpretation, and reporting of information pertinent to a particular marketing decision facing a company
D) the research investigating how consumers' knowledge and recognition of a brand name affects their purchasing behavior

Question 34

Marketing intelligence is defined as

A) the results obtained from monitoring developments in the firm's environment
B) the research examining consumer brand preferences, brand attitudes, and brand-related behavior
C) the systematic design, collection, recording, analysis, interpretation, and reporting of information pertinent to a particular marketing decision facing a company
D) the research investigating how consumers' knowledge and recognition of a brand name affects their purchasing behavior

Question 35

Results obtained from monitoring developments in the firm's environment create the firm's

A) marketing intelligence
B) marketing research
C) buyer behavior research
D) concept development research

Question 36

A study by A.C. Nielsen found that consumers are too tired to clean and prepare dinner, thus creating a market for semi-prepared foods, convenience products, and time-saving services. This is an example of

A) pricing research
B) promotion research
C) product research
D) research of industry, market characteristics, and market trends

Question 37

Research examining consumer brand preferences, brand attitudes, and brand-related behaviors is

A) product research
B) promotion research
C) buyer behavior research
D) concept development research

Question 38

Research by DuPont of 85,000 respondents evaluating DuPont Lycra brand found that 64% of the consumers perceived Lycra to be of better quality. This is an example of

A) product research
B) promotion research
C) buyer behavior research
D) concept development research

Question 39

Brand awareness research is a component of

A) product research
B) promotion research
C) buyer behavior research
D) concept development research

Question 40

Brand awareness research

A) identifies market segment profiles
B) evaluates the good/service offering and the related marketing mix in light of the different target markets
C) is the testing of brand names and logos within an experimental design
D) investigates how consumers' knowledge and recognition of a brand name affects their purchasing behavior

Question 41

Consumer segmentation research

A) identifies market segment profiles
B) evaluates the good/service offering and the related marketing mix in light of the different target markets
C) is the testing of brand names and logos within an experimental design
D) investigates how consumers's knowledge and recognition of a brand name affects their purchasing behavior

Question 42

Consumer segmentation research is a component of

A) product research
B) promotion research
C) buyer behavior research
D) distribution research

Question 43

A marketing researcher conducted a study to find out how familiar consumers were with a list of 25 different brands of clothing. This is an example of

A) pricing research
B) brand awareness research
C) product research
D) concept development research

Question 44

Kitchen Aid identified a group of consumers called "wannabe chefs" who were passionate about cooking and most importantly to Kitchen Aid, the segment cut across all demographic groups. This is an example of

A) consumer segmentation research
B) brand awareness research
C) product research
D) concept development research

Question 45

Concept development research

A) estimates product preferences and performance in a given market
B) helps in determining the overall product strategy for a product, the price that the market will bear for the product, and the promotion that is appropriate in light of the competition
C) evaluates the good/service offering and the related marketing mix in light of the different target markets
D) tests brand names and logos

Question 46

Brand-name generation research

A) estimates product preferences and performance in a given market
B) helps in determining the overall product strategy for a product, the price that the market will bear for the product, and the promotion that is appropriate in light of the competition
C) evaluates the good/service offering and the related marketing mix in light of the different target markets
D) tests brand names and logos

Question 47

Product testing research

A) estimates product preferences and performance in a given market
B) helps in determining the overall product strategy for a product, the price that the market will bear for the product, and the promotion that is appropriate in light of the competition
C) evaluates the good/service offering and the related marketing mix in light of the different target markets
D) evaluates consumers' reaction to a package, the extent to which the package adequately communicates information to the consumer, and the distribution implications of the package

Question 48

Competitive product research

A) estimates product preferences and performance in a given market
B) helps in determining the overall product strategy for a product, the price that the market will bear for the product, and the promotion that is appropriate in light of the competition
C) evaluates the good/service offering and the related marketing mix in light of the different target markets
D) evaluates consumers' reaction to a package, the extent to which the package adequately communicates information to the consumer, and the distribution implications of the package

Question 49

Product package design research

A) estimates product preferences and performance in a given market
B) helps in determining the overall product strategy for a product, the price that the market will bear for the product, and the promotion that is appropriate in light of the competition
C) evaluates the good/service offering and the related marketing mix in light of the different target markets
D) evaluates consumers' reaction to a package, the extent to which the package adequately communicates information to the consumer, and the distribution implications of the package

Question 50

Channel performance and coverage research

A) estimates product preferences and performance in a given market
B) investigates whether existing channels are appropriate for the marketing task at hand
C) evaluates the appropriateness of plant or warehouse locations to ensure that they are in accordance with the needs of the company
D) evaluates new product performance in a limited area of a target market in order to estimate product performance in the overall market

Question 51

Plant/warehouse location research

A) estimates product preferences and performance in a given market
B) investigates whether existing channels are appropriate for the marketing task at hand
C) evaluates the appropriateness of plant or warehouse locations to ensure that they are in accordance with the needs of the company
D) evaluates new product performance in a limited area of a target market in order to estimate product performance in the overall market

Question 52

Research that evaluates the extent to which the company effectively communicates with the market, the extent to which certain promotional strategies are appropriate for a particular market, and the extent to which the media used are appropriate for the intended message is

A) buyer behavior research
B) product research
C) distribution research
D) promotion research

Question 53

A study of how consumers redeem coupons and who redeems them would be part of

A) studies of premiums, coupons, and deals
B) advertising effectiveness research
C) media research
D) market potential studies

Question 54

Advertising effectiveness research

A) examines the effectiveness and appropriateness of advertisements aimed at individual markets
B) evaluates media availability and the appropriateness of the medium for a company's message
C) evaluates the potential of a particular market
D) forecasts optimal sales performance for a particular advertising campaign

Question 55

Media research

A) examines the effectiveness and appropriateness of advertisements aimed at individual markets
B) evaluates media availability and the appropriateness of the medium for a company's message
C) evaluates the potential of a particular market
D) forecasts optimal sales performance for a particular advertising campaign

Question 56

Market potential studies

A) evaluate the potential of a particular market
B) forecast optimal sales performance
C) project the total cost of producing a product
D) estimate product profit in specific markets

Question 57

Sales potential studies

A) evaluate the potential of a particular market
B) forecast optimal sales performance
C) project the total cost of producing a product
D) estimate product profit in specific markets

Question 58

Cost analyses studies

A) evaluate the potential of a particular market
B) forecast optimal sales performance
C) project the total cost of producing a product
D) estimate product profit in specific markets

Question 59

Profit analyses studies

A) evaluate the potential of a particular market
B) forecast optimal sales performance
C) project the total cost of producing a product
D) estimate product profit in specific markets

Question 60

Studies examining the extent to which a particular market is price sensitive are

A) market potential studies
B) competitive pricing studies
C) price elasticity studies
D) sales forecasting studies

Question 61

Pricing studies that determine the price the market will bear for the respective product category based on a survey of competitors' prices are

A) market potential studies
B) competitive pricing studies
C) price elasticity studies
D) sales forecasting studies

Question 62

The third step in the marketing research process is

A) problem definition
B) collecting primary data
C) collecting secondary data
D) data analysis, recommendations, and implementation

Question 63

Exploratory research

A) involves observing or describing phenomena
B) is conducted by syndicated services
C) examines cause-and-effect relationships
D) is conducted early in the research process and is used to further define a problem or identify additional problems that need to be investigated

Question 64

Descriptive research

A) involves observing or describing phenomena
B) is conducted by syndicated services
C) examines cause-and-effect relationships
D) is conducted early in the research process and is used to further define a problem or identify additional problems that need to be investigated

Question 65

Causal (experimental) research

A) involves observing or describing phenomena
B) is conducted by syndicated services
C) examines cause-and-effect relationships
D) is conducted early in the research process and is used to further define a problem or identify additional problems that need to be investigated

Question 66

To better understand why sales of a particular brand have declined, marketing researchers will likely first conduct

A) exploratory research
B) descriptive research
C) causal research
D) product research

Question 67

Collecting information about the attitude of consumers toward various brands of four-wheelers and the criteria they use in making the purchase decision would be

A) exploratory research
B) descriptive research
C) causal research
D) product research

Question 68

Studying the impact of customer satisfaction with hotel amenities and future purchase behavior would be

A) exploratory research
B) descriptive research
C) causal research
D) product research

Question 69

Secondary data offer all of the following advantages except

A) lower cost
B) ready availability
C) higher reliability
D) reduced time and effort to obtain

Question 70

All of the following would be examples of internal secondary data except

A) data collected previously by the company to address a different problem
B) data collected previously by the company to address the same problem
C) prior research reports on the company's other brands
D) data collected by a syndicated service such as A.C. Nielsen

Question 71

All of the following would be examples of external secondary data except

A) internal data collected previously by the company to address a different problem
B) data collected by a university professor on a similar problem
C) prior research reports on the company's other brands collected by a marketing research firm
D) data collected by a syndicated service such as A.C. Nielsen

Question 72

An example of a general interest and business publication that can be used for secondary research would be

A) Advertising Age
B) Business Horizons
C) Journal of Services Marketing
D) Annual Retail Trade Survey

Question 73

An example of a trade publication that can be used for secondary research would be

A) Advertising Age
B) Forbes
C) Journal of Business Research
D) Annual Survey of Manufacturers

Question 74

An example of an academic journal that can be used for secondary research would be

A) Adweek
B) Fortune
C) Journal of Advertising
D) U.S. Census Bureau

Question 75

Data collection instruments are

A) the instruments used to collect data, such as a questionnaire, a paper-and-pencil measure, or an electronic instrument device
B) the instruments used to collect data, such as the telephone, computer (for e-mail), and postal service (mail)
C) the methods used for approaching study respondents
D) the instruments used by ethnographers

Question 76

Contact methods are

A) the instruments used to collect data, such as a questionnaire, a paper-and-pencil measure, or an electronic instrument device
B) the instruments used to collect data, such as the telephone, computer (for e-mail), and postal service (mail)
C) the methods used for approaching study respondents
D) the instruments used by ethnographers

Question 77

The extent to which data are likely to be free from random error and yield consistent results is

A) convenience sampling
B) judgement sampling
C) reliability
D) validity

Question 78

The extent to which collected data are likely to be free from bias is

A) convenience sampling
B) judgement sampling
C) reliability
D) validity

Question 79

Reliability is the extent to which data

A) are likely to be free from random error and yield consistent results
B) are free from bias
C) represent the population
D) represents a random sampling technique

Question 80

Validity is the extent to which data

A) are likely to be free from random error and yield consistent results
B) are free from bias
C) represent the population
D) represents a random sampling technique