Deck 28: Note : Customer-Oriented Market Research

Question 1

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

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

Answer 1

A

Question 2

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

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

Answer 2

B

Question 3

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

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

Answer 3

D

Question 4

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

Question 5

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

Question 6

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

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

Question 7

What is the most common form of causal research?

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

Question 8

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

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

Question 9

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

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

Question 10

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

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 11

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

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 12

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

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

Question 13

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

Question 14

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

Question 15

________ 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.

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

Question 16

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

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