Question 1

The information requirements for share oriented and profit oriented strategies are the same.

Accepted Answer

A) True 
 B)False  False

Question 2

When respondents are asked the number of issues out of the last four they personally read or looked at, which print audience measurement technique is being used?

Accepted Answer

A) Recent-read 
B) Through-the-book 
C) Reading-habit 
D) Issue-reading 
E) None of the above 
A) Recent-read 
B) Through-the-book 
C) Reading-habit 
D) Issue-reading 
E) None of the above C

Question 3

Strong evidence that a product will be successful should exist before a test market is attempted.

Accepted Answer

A) True 
 B)False  True

Question 4

Even though a product may be superior in the laboratory, the consumer may not perceive it to be superior.What type of testing should be used to test this hypothesis

Accepted Answer

A) virtual product testing 
B) use testing 
C) blind-use testing 
D) predicting trial purchase 
E) none of the above 
A) virtual product testing 
B) use testing 
C) blind-use testing 
D) predicting trial purchase 
E) none of the above

Question 5

Which of the following research methods provides a test of recall?

Accepted Answer

A) Burke DAR 
B) McCollum/Speilman 
C) Mapes & Ross 
D) Two of these 
E) All of these 
A) Burke DAR 
B) McCollum/Speilman 
C) Mapes & Ross 
D) Two of these 
E) All of these

Question 6

Repeated applications of a copy test such as McCollum/Speilman would be termed a tracking study.

Accepted Answer

A) True 
 B)False

Question 7

______________ can be used to generate a relationship between store sales and a range of store, population, and competitor characteristics.

Accepted Answer

A) Gravity model 
B) Multiple regression model 
C) Analogous location method 
D) Sales effort approach 
E) Field experiments 
A) Gravity model 
B) Multiple regression model 
C) Analogous location method 
D) Sales effort approach 
E) Field experiments

Question 8

Price bundling is a viable pricing option for non-substitutable, perishable kinds of products.

Accepted Answer

A) True 
 B)False

Question 9

In a linear or straight-line trend projection model, growth is assumed to be at a constant percentage rate.

Accepted Answer

A) True 
 B)False

Question 10

In the McCollum/Speilman test, the pre- and post-preference measure is different for different product classes.

Accepted Answer

A) True 
 B)False

Question 11

Skimming pricing is a strategy based on the concept that average unit production costs continue to go down as cumulative output increases.

Accepted Answer

A) True 
 B)False

Question 12

In DAR, a viewer is not recorded as recalled the ad unless he or she can recall something specific about it such as the plot or sales message.

Accepted Answer

A) True 
 B)False

Question 13

Time does better with the through-the-book approach than Newsweek because it tends to get more serious, thorough readership.

Accepted Answer

A) True 
 B)False

Question 14

A copy test will be more valid if

Accepted Answer

A) the exposure is at home rather than in a theater. 
B) the commercial is embedded in a program instead of a mock-up. 
C) a finished commercial is used instead of a mock-up. 
D) two of these. 
E) all of these. 
A) the exposure is at home rather than in a theater. 
B) the commercial is embedded in a program instead of a mock-up. 
C) a finished commercial is used instead of a mock-up. 
D) two of these. 
E) all of these.

Question 15

All new product concepts are generated or identified as a result of uncovering unsatisfied needs or unsolved problems.

Accepted Answer

A) True 
 B)False

Question 16

Open-ended reactions of commercial viewers can uncover unintended associations.

Accepted Answer

A) True 
 B)False

Question 17

DAR would not be classified as an "on-air" test.

Accepted Answer

A) True 
 B)False

Question 18

A serious problem in field experimentation is the willingness of competitors to deliberately distort the test with a special promotion or other device.

Accepted Answer

A) True 
 B)False

Question 19

The results of a product test are potentially more valid and reliable than those obtained in a concept testing situation, and for this reason an organization can justify a more complete and elaborate test.

Accepted Answer

A) True 
 B)False

Question 20

ABC Incorporated feels that there is a need for a new kind of vacuum cleaner in the market.To generate new product concepts, they have decided to invite twenty to thirty consumers to discuss the problems associated with the product-use situation.ABC is using benefit structure analysis to generate new product concepts.

Accepted Answer

A) True 
 B)False

Exam 23: Marketing-Mix Measures

The information requirements for share oriented and profit oriented strategies are the same.

When respondents are asked the number of issues out of the last four they personally read or looked at, which print audience measurement technique is being used?

Strong evidence that a product will be successful should exist before a test market is attempted.

Even though a product may be superior in the laboratory, the consumer may not perceive it to be superior.What type of testing should be used to test this hypothesis

Which of the following research methods provides a test of recall?

Repeated applications of a copy test such as McCollum/Speilman would be termed a tracking study.

______________ can be used to generate a relationship between store sales and a range of store, population, and competitor characteristics.

Price bundling is a viable pricing option for non-substitutable, perishable kinds of products.

In a linear or straight-line trend projection model, growth is assumed to be at a constant percentage rate.

In the McCollum/Speilman test, the pre- and post-preference measure is different for different product classes.

Skimming pricing is a strategy based on the concept that average unit production costs continue to go down as cumulative output increases.

In DAR, a viewer is not recorded as recalled the ad unless he or she can recall something specific about it such as the plot or sales message.

Time does better with the through-the-book approach than Newsweek because it tends to get more serious, thorough readership.

A copy test will be more valid if

All new product concepts are generated or identified as a result of uncovering unsatisfied needs or unsolved problems.

Open-ended reactions of commercial viewers can uncover unintended associations.

DAR would not be classified as an "on-air" test.

A serious problem in field experimentation is the willingness of competitors to deliberately distort the test with a special promotion or other device.

The results of a product test are potentially more valid and reliable than those obtained in a concept testing situation, and for this reason an organization can justify a more complete and elaborate test.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Brand and Customer Metrics

New Age Strategies

Filters