Exam 4: Conducting Marketing Research

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If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary,he or she will choose the telephone interview method.

(True/False)

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Question 61

Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.

(True/False)

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Question 62

If a marketing researcher chooses to use word associations,the researcher is using ________.

(Multiple Choice)

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Question 63

Especially popular with such companies as Procter & Gamble,marketing-mix modeling is used to allocate or reallocate expenditures.

(True/False)

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Question 64

Anne,a beautician by profession,owns a salon in Bangkok,Thailand.Every weekend,she makes it a point to visit the other salons in Bangkok to find out about the beauty services they offer to customers.Anne is attempting to conduct market research by _______.

(Multiple Choice)

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Question 65

________ analyze(s)data from a variety of sources,such as retailer scanner data,company shipment data,pricing,media,and promotion spending data,to understand more precisely the effects of specific marketing activities.

(Multiple Choice)

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Question 66

As a marketing controller of a company,you have been asked to create a stakeholder-performance scorecard that tracks the satisfaction of various constituencies who have a critical interest and impact your company's performance.List four constituencies that might be included.

(Essay)

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Question 67

What is the chief advantage of using each of the following contact methods: mail questionnaire,telephone interview,and personal interview?

(Essay)

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Question 68

Which of the following rules must be kept in mind while framing a questionnaire?

(Multiple Choice)

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Question 69

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

(True/False)

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Question 70

________ requires people to create a collage from magazine photos or drawings to depict their perceptions.

(Multiple Choice)

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Question 71

A company would like to study the impact of advertising expenditure on sales and sales revenue.This is an example of ________ research.

(Multiple Choice)

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Question 72

________ are data that were collected for another purpose and already exist.

(Multiple Choice)

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Question 73

The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question.

(Multiple Choice)

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Question 74

Designing a research plan calls for decisions on all of the following EXCEPT ________.

(Multiple Choice)

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Question 75

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

(Multiple Choice)

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Question 76

Which of the following refers to the set of measures that help firms to quantify,compare,and interpret their marketing performance?

(Multiple Choice)

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Question 77

Behavioral research is the most scientifically valid research.

(True/False)

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Question 78

In ________ interviews,researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

(Multiple Choice)

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Question 79

One of the characteristics of good marketing research is that it uses multiple methods to increase confidence in the results.

(True/False)

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Question 80

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Exam 4: Conducting Marketing Research

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary,he or she will choose the telephone interview method.

Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.

If a marketing researcher chooses to use word associations,the researcher is using ________.

Especially popular with such companies as Procter & Gamble,marketing-mix modeling is used to allocate or reallocate expenditures.

Anne,a beautician by profession,owns a salon in Bangkok,Thailand.Every weekend,she makes it a point to visit the other salons in Bangkok to find out about the beauty services they offer to customers.Anne is attempting to conduct market research by _______.

________ analyze(s)data from a variety of sources,such as retailer scanner data,company shipment data,pricing,media,and promotion spending data,to understand more precisely the effects of specific marketing activities.

As a marketing controller of a company,you have been asked to create a stakeholder-performance scorecard that tracks the satisfaction of various constituencies who have a critical interest and impact your company's performance.List four constituencies that might be included.

What is the chief advantage of using each of the following contact methods: mail questionnaire,telephone interview,and personal interview?

Which of the following rules must be kept in mind while framing a questionnaire?

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

________ requires people to create a collage from magazine photos or drawings to depict their perceptions.

A company would like to study the impact of advertising expenditure on sales and sales revenue.This is an example of ________ research.

________ are data that were collected for another purpose and already exist.

The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question.

Designing a research plan calls for decisions on all of the following EXCEPT ________.

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

Which of the following refers to the set of measures that help firms to quantify,compare,and interpret their marketing performance?

Behavioral research is the most scientifically valid research.

In ________ interviews,researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

One of the characteristics of good marketing research is that it uses multiple methods to increase confidence in the results.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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