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Exam 1: The Role of Marketing Research

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Question 1

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The two types of marketing research based on the specificity of purpose are ____.

A) basic and applied
B) scientific and non-scientific
C) cross-sectional and qualitative
D) quantitative and secondary

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Question 2

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The determination of the need for marketing research centers on time constraints,the availability of data,the nature of the decision to be made,and the value of the research information in relation to costs.

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Question 3

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In terms of marketing research,the ____ a decision is strategically to the organization,the ____ likely that research will be undertaken.

The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites.Which type of research would be most effective?

Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?

Managers should avoid conducting market research when the decision is of considerable strategic or tactical importance.

Which step comes last in developing a marketing strategy?

A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.

Which step comes first in developing a marketing strategy?

A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance.Which type of research is being used?

When ideas can be stated in researchable terms,we have reached the analysis stage of the scientific method.

A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted.Which question should this manager ask himself or herself?

Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries.

According to the marketing concept,the ____________________ is the central focus of the activities of the organization.

Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.

From a research standpoint,the ____________________ means that research studies often investigate effects of various combinations of marketing elements on important outcomes such as sales and image.

Which activity is LEAST important in the marketing research process?

One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future.This is known as ____________________.

Keeping customers is less important that getting customers.