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Exam 1: The Role of Marketing Research

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Question 21

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Research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research?

A) product research
B) distribution research
C) promotion research
D) pricing research

E) B) and D)
F) B) and C)

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Question 22

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

A) True
B) False

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Question 23

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A customer orientation means that all firm decisions are made with a conscious awareness of their effect on the bottom line (that is,profits).

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

When ideas can be stated in researchable terms,we reach the hypothesis stage of the scientific method.

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.

Describe basic and applied marketing research and design an example of each.

The _____ orientation recognizes that multiple parties are affected by firm decisions.

Ensuring that all promotional efforts,such as advertising,public relations,personal selling,and so forth,are coordinated to communicate a consistent image is the basic tenet underlying _____.

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 ______.

Marketing research should be conducted regardless of how long it will take to perform.

A company that applies the marketing concept in its dealings with its customers is using a _____ orientation.

The term _____ is sometimes used to refer to a channel of distribution.

When Pottery Barn conducted research to determine which products it should offer to customers over the Internet,this was an example of which type of research?

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?

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

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _____.

You've just been hired as a research assistant in the brand management unit of a major consumer packaged-goods manufacturer.Describe two types of product research you may be involved in conducting.

Conducting research to determine why consumers visit Starbucks is an example of basic marketing research.

_____ is the application of the scientific method in searching for the truth about marketing phenomena.