Question 1

Merging several concept alternatives into one test is inefficient, since it confuses respondents and results in inconclusive comparisons.

Accepted Answer

A) True 
 B)False

Question 2

It is felt that exposing people to a concept is necessary in the evaluation and development stage.Which of the following is not one of the important research questions that need to be answered at this stage?

Accepted Answer

A) How should the concepts be exposed? 
B) To whom should the concepts be exposed? 
C) What level of sales will we need to break even? 
D) To what are the new concepts compared? 
E) All of these are important research questions that need to be answered at this stage. 
A) How should the concepts be exposed? 
B) To whom should the concepts be exposed? 
C) What level of sales will we need to break even? 
D) To what are the new concepts compared? 
E) All of these are important research questions that need to be answered at this stage.

Question 3

A major problem with the audimeter is that it does not provide information as to who is viewing the set.

Accepted Answer

A) True 
 B)False

Question 4

Split-cable is the most valid copy test method and is thus the most frequently used test.

Accepted Answer

A) True 
 B)False

Question 5

The power of measurements is clearly visible in applications of

Accepted Answer

A) Total Quality management 
B) Benchmarking 
C) Quality function deployment QF
D)  
D) Brand extension 
E) None of the above 
A) Total Quality management 
B) Benchmarking 
C) Quality function deployment QF
D)  
D) Brand extension 
E) None of the above

Question 6

Which of the following research methods provides a test of brand preference?

Accepted Answer

A) Burke DAR 
B) Starch 
C) McCollum/Speilman 
D) Bruzzone 
E) None of the above 
A) Burke DAR 
B) Starch 
C) McCollum/Speilman 
D) Bruzzone 
E) None of the above

Question 7

When a company produces an inferior product and sells it at the same price as the better quality product of another firm, in the belief that consumers will equate the inferior product with high quality, then the company follows a _________ pricing strategy.

Accepted Answer

A) price signaling 
B) second market discounting 
C) premium 
D) penetration 
E) random discounting 
A) price signaling 
B) second market discounting 
C) premium 
D) penetration 
E) random discounting

Question 8

A systematic effort to effect continuous quality improvements in the processes, products, services, and human resources throughout the organization is

Accepted Answer

A) total quality management. 
B) customer satisfaction research. 
C) relationship marketing. 
D) productivity improvement. 
E) brand equity. 
A) total quality management. 
B) customer satisfaction research. 
C) relationship marketing. 
D) productivity improvement. 
E) brand equity.

Question 9

A test of a commercial mock-up will always be less useful than a test of a finished commercial.

Accepted Answer

A) True 
 B)False

Question 10

Estimates of market share are generated by multiplying the trial rate projection by the repeat rate projection.

Accepted Answer

A) True 
 B)False

Question 11

The center of gravity method of simulation can be used for locating a single warehouse or retail site.

Accepted Answer

A) True 
 B)False

Question 12

When selecting areas for test markets, efforts should be made to test market in the minimum number of areas necessary to satisfy representation and validity requirements.

Accepted Answer

A) True 
 B)False

Question 13

When a car manufacturer sells cars at a lower price and prices the spare parts higher, it is said to follow complementary pricing strategy.

Accepted Answer

A) True 
 B)False

Question 14

To test a new product concept, the researcher must obtain reactions from prospective customers.

Accepted Answer

A) True 
 B)False

Question 15

Need research is concerned with finding out how latent consumer needs can be aroused or how new needs can be created.

Accepted Answer

A) True 
 B)False

Question 16

The most accurate way to project trial-and-repeat purchase in a test market is by using panel data where the purchase and repurchase decisions of individual consumers can be monitored.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) Burke DAR 
B) Starch 
C) McCollum/Speilman 
D) Buy Test 
E) Mapes & Ross 
A) Burke DAR 
B) Starch 
C) McCollum/Speilman 
D) Buy Test 
E) Mapes & Ross

Exam 23: Marketing-Mix Measures

Merging several concept alternatives into one test is inefficient, since it confuses respondents and results in inconclusive comparisons.

It is felt that exposing people to a concept is necessary in the evaluation and development stage.Which of the following is not one of the important research questions that need to be answered at this stage?

A major problem with the audimeter is that it does not provide information as to who is viewing the set.

Split-cable is the most valid copy test method and is thus the most frequently used test.

The power of measurements is clearly visible in applications of

Which of the following research methods provides a test of brand preference?

When a company produces an inferior product and sells it at the same price as the better quality product of another firm, in the belief that consumers will equate the inferior product with high quality, then the company follows a _________ pricing strategy.

A systematic effort to effect continuous quality improvements in the processes, products, services, and human resources throughout the organization is

A test of a commercial mock-up will always be less useful than a test of a finished commercial.

Estimates of market share are generated by multiplying the trial rate projection by the repeat rate projection.

The center of gravity method of simulation can be used for locating a single warehouse or retail site.

When selecting areas for test markets, efforts should be made to test market in the minimum number of areas necessary to satisfy representation and validity requirements.

When a car manufacturer sells cars at a lower price and prices the spare parts higher, it is said to follow complementary pricing strategy.

To test a new product concept, the researcher must obtain reactions from prospective customers.

Need research is concerned with finding out how latent consumer needs can be aroused or how new needs can be created.

The most accurate way to project trial-and-repeat purchase in a test market is by using panel data where the purchase and repurchase decisions of individual consumers can be monitored.

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

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