Exam 1: The Role of Marketing Research

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed.Which factor is the determinant of the need for marketing research in this case?

Compare and contrast basic and applied marketing research.Illustrate with an example of each.

The procedures and techniques used by applied researchers and basic researchers differ substantially.

Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?

The application of the scientific method in searching for the truth about marketing phenomena is known as ____.

An important aspect of the marketing concept is a(n)____.

Marketing research is restricted to the promotion aspect of the marketing mix.

The most common forms of performance-monitoring research are sales performance and profit analyses.

Organizations conducting research in order to make a decision about a real situation faced in the marketplace are conducting ____________________ research.

A marketing researcher who reports on the age,gender,income,and education of consumers in a particular city is describing geo-demographic information.

Marketing research involves more than conducting surveys.

Describe the differences among a product-oriented firm,a production-oriented firm,and a marketing-oriented firm and explain the role that marketing research plays in each.

Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.

The scientific method used by researchers is essentially the same process in marketing as in the physical sciences.

When a company focuses all of its efforts aimed at consumers based on its technical superiority in product design and features,this company is said to be ____________________-oriented.

Discuss the factors that influence whether or not marketing research is needed.

Marketing research can help prevent the commercialization of products that are not consumer-oriented.

AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services.Which type of research was likely used to find this information?

Research that attempts to verify a theory but which is not intended to solve any specific business problem is known as ____________________ research.

Define the scientific method and list the steps involved in implementing it.