35 FreeTest Bank for Essentials of Marketing Research 5th Edition by Zikmund Mutiple Choice Questions 22 FreeTest Bank for Essentials of Marketing Research 5th Edition by Zikmund Free Te
Trang 135 FreeTest Bank for Essentials of Marketing Research 5th Edition by Zikmund Mutiple Choice Questions
22 FreeTest Bank for Essentials of Marketing Research 5th Edition by Zikmund Free Text Questions
20 FreeTest Bank for Essentials of Marketing Research 5th Edition by Zikmund True – False Questions
Which of the following is the first step in developing a marketing strategy?
1 a.analyzing firm performance
2 b.identifying and evaluating market opportunities
3 c.selecting target markets
4 d.planning and implementing a marketing mix that will provide value to
customers and meet organizational objectives
According to the concept of cross-functional activities, which of the following can affect the organization's marketing efforts?
1 a.the research & development department
2 b.the accounting department
3 c.the production department
4 d.all of these choices
Which aspect of the marketing mix is represented by the value that
a consumer places on a good when this consumer purchases that good?
1 a.product
2 b.place
3 c.price
4 d.promotion
Trang 2Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will
perceive the detergent to be more mild than one packaged in a neon-orange container Pamela is conducting _
1 a.qualitative research
2 b.essential research
3 c.scientific deduction
4 d.marketing research
All of the following are important aspects of the marketing research process EXCEPT:
1 a.gathering information
2 b.idea and theory development
3 c.analyzing data
4 d.making results publicly available
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?
1 a.distribution research
2 b.promotion research
3 c.pricing research
4 d.product research
When Cheetos snack food conducted research in China to
determine which flavors consumers would find appealing, this was
an example of which type of research?
1 a.pricing research
2 b.promotion research
3 c.product research
4 d.distribution research
When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to
Trang 3establish its own means to deliver the product to its customers, this
is an example of which type of research?
1 a.promotion research
2 b.pricing research
3 c.distribution research
4 d.product research
A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _
1 a.marketing channel
2 b.distribution network
3 c.supply channel
4 d.distribution linkage
A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?
1 a.marketing orientation
2 b.quality orientation
3 c.external orientation
4 d.value orientation
All of the following are a type of product research EXCEPT _
1 a.concept testing
2 b.product testing
3 c.brand-name evaluation
4 d.pricing analysis
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?
1 a.product research
2 b.distribution research
3 c.promotion research
Trang 44 d.pricing research
When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in
specific zip codes on unit sales performance, it is engaged in which type of research?
1 a.product research
2 b.distribution research
3 c.promotion research
4 d.pricing research
_ is conducted to address a specific marketing decision for a specific firm or organization
1 a.Basic marketing research
2 b.Qualitative marketing research
3 c.Quantitative marketing research
4 d.Applied marketing research
Which of the following are the two types of marketing research based on the specificity of its purpose?
1 a.basic and applied
2 b.scientific and non-scientific
3 c.cross-sectional and qualitative
4 d.quantitative and secondary
Asking consumers what they think about possible brand names for
a new product is an example of which type of research?
1 a.product research
2 b.promotion research
3 c.product testing
4 d.concept testing
When a marketing manager is trying to decide whether a new
product launch decision should be postponed until some additional
Trang 5marketing research can be conducted, which of the following
questions should this manager ask himself or herself?
1 a.Is the proposed research expenditure the best use of the available funds?
2 b.Will the information gained by marketing research improve the quality of the marketing decision enough to warrant the expenditure?
3 c.Will the payoff from the research be worth the dollar expenditures for
research?
4 d.all of these choices
Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?
1 a.qualitative method
2 b.quantitative method
3 c.scientific method
4 d.primary method
When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research?
1 a.pricing research
2 b.distribution research
3 c.promotion research
4 d.product research
Which type of research tries to verify a theory or to learn more
about a marketing concept and is not intended to solve a particular marketing problem?
1 a.performance-monitoring research
2 b.basic research
3 c.total quality management
4 d.the scientific method
Trang 6When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research?
1 a.product research
2 b.pricing research
3 c.distribution research
4 d.promotion research
When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and
is retired, this is an example of what type of information?
1 a.TQM
2 b.performance-monitoring
3 c.geo-demographic
4 d.the marketing concept
_ is the communication function of the firm responsible for informing and persuading buyers
1 a.Marketing
2 b.Research
3 c.Distribution
4 d.Promotion
A marketing professor is examining the relationship between age and shoplifting behavior The research is not being conducted for any specific retailer, but rather it is intended to better understand and predict this behavior This professor is conducting which type of marketing research?
1 a.basic marketing research
2 b.formal marketing research
3 c.applied marketing research
4 d.abstract marketing research
Trang 7Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A To determine if consumers in other countries are partial
to their own country’s products, what must be done before the empirical findings from the research conducted among U.S
consumers also exist and behave similarly in another culture?
1 a.reliability assessment
2 b.cultural cross-validation
3 c.benefit/cost analysis
4 d.cultural-monitoring research
Asking target market members to compare the performance of a prototype of a possible new product to the performance of a
competitor's product is an example of which type of research?
1 a.distribution research
2 b.copytesting
3 c.promotion research
4 d.product testing
Campbell’s Soup is considering launching a new gumbo product and is testing different recipes with consumers before full
commercialization What type of research is Campbell’s using to determine which soup consumers will like the best?
1 a.secondary marketing research
2 b.basic marketing research
3 c.applied marketing research
4 d.test marketing research
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 _
Trang 81 a.synergistic marketing communications
2 b.integrated marketing mix
3 c.integrated marketing communications
4 d.promotion research
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) _
1 a.emphasis on short-term profits
2 b.cross-functional perspective
3 c.customer orientation
4 d.product orientation
When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?
1 a.nature of the decision
2 b.time constraints
3 c.availability of the data
4 d.cost considerations
When Target stores monitors the sales activities of its retail stores
in order to detect any indication of dollar sales changes, this is an example of which type of research?
1 a.relationship marketing research
2 b.total quality management research
3 c.basic research
4 d.performance-monitoring research
_ is the application of the scientific method in searching for the truth about marketing phenomena
1 a.Marketing
2 b.Business
3 c.Marketing Research
Trang 94 d.Science
Which of the following is an important aspect of the marketing
concept?
1 a.a cross-functional perspective for the coordination of the organization's activities
2 b.an emphasis on long-term profitability instead of dollar sales volume
3 c.a consumer orientation
4 d.all of these choices
What type of information describes the demographic profile of
consumers in a particular geographic region?
1 a.geo-demographics
2 b.psychographics
3 c.economic indicators
4 d.place-based demographics
When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?
1 a.distribution research
2 b.promotion research
3 c.pricing research
4 d.product research
20 FreeTest Bank for Essentials of Marketing Research 5th Edition by Zikmund True - False Questions
The term “research” means “to search again.”
1 True
2 False
Concept testing is a form of product research
1 True
Trang 102 False
Marketing research is restricted to the promotion aspect of the marketing mix
1 True
2 False
Developing and implementing a marketing strategy involves six stages
1 True
2 False
The most common forms of performance-monitoring research are sales performance and profit analyses
1 True
2 False
The scientific method used by researchers is essentially the same process in marketing as it is in “hard” sciences, such as biology or physics
1 True
2 False
A stakeholder orientation recognizes that multiple parties are
affected by firm decisions
1 True
2 False
Distribution research focuses on the network of interdependent institutions that perform the logistics necessary for consumption to occur
1 True
2 False
Trang 11Communication technologies have impacted marketing research greatly
1 True
2 False
The procedures and techniques used by applied researchers and basic researchers differ substantially
1 True
2 False
Marketing research is relevant to and used by non-profit
organizations
1 True
2 False
Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies
1 True
2 False
When ideas can be stated in researchable terms, we reach the hypothesis stage of the scientific method
1 True
2 False
A marketing researcher needs to be subjective in order to provide accurate information
1 True
2 False
When a marketing researcher describes the age, gender, income, and education of consumers in a particular city, this is known as geo-demographic information
Trang 121 True
2 False
Marketing research is basically about conducting surveys
1 True
2 False
Keeping customers is less important that getting customers
1 True
2 False
Conducting research to determine why consumers visit Starbucks is
an example of basic marketing research
1 True
2 False
Marketing research should be conducted regardless of how long it will take to perform
1 True
2 False
A customer orientation means that all firm decisions are made with
a conscious awareness of their effect on the bottom line (that is, profits)
1 True
2 False
22 FreeTest Bank for Essentials of Marketing Research 5th Edition by Zikmund Free Text Questions
The _ orientation recognizes that multiple parties are affected
by firm decisions
Answer Given
Trang 13The term _ is sometimes used to refer to a channel of
distribution
Answer Given
supply chain
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
Answer Given
relationship marketing
Explain the differences among a product-oriented firm, a
production-oriented firm, and a marketing-oriented firm and the role marketing research plays in each
Answer Given
A product-oriented firm prioritizes decision making in a way that emphasizes
technical superiority in the product A production-oriented firm prioritizes efficiency and effectiveness of the production processes in making decisions In both of these orientations, marketing research may take a backseat In contrast, marketing
research is a primary tool enabling implementation of a marketing orientation A marketing-oriented firm must: (1) be customer-oriented, (2) emphasize long-run profitability rather then short-term profits or sales volume, and (3) adopt a cross-functional perspective.
The two types of marketing research based on the specificity of its purpose are called basic and _ research
Answer Given
applied
Trang 14Discuss the factors that influence whether or not marketing
research is needed
Answer Given
The determination of the need for marketing research centers on: (1)Time
constraints - systematic research takes time, and sometimes the urgency of a
situation precludes the use of research; (2)Availability of data - when managers lack adequate information, data need to be collected from an appropriate source in a timely fashion; (3)Nature of the decision - in general, the more strategically or
tactically important the decision, the more likely it is that research will be conducted; (4)Benefits versus costs - when deciding whether to make a decision without
research or to postpone the decision in order to conduct research requires
examining whether the payoff or rate of return will be worth the investment, whether the information gained by marketing research will improve the quality of the
marketing decision enough to warrant the expenditure, and whether the proposed research expenditure is the best us of the available funds.
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
Answer Given
product
Explain why marketing research, like all business activity, continues
to change
Answer Given
Changes in communication technologies and the trend toward an ever more global marketplace have played a large role in many of these changes With respect to communication technologies, virtually everyone is “connected” today and the speed with which information can be exchanged has increased tremendously Changes in computer technology have also made for easier data collection and data analysis Markets today have few, if any, geographic boundaries Companies that conduct business in foreign countries must understand the nature of those particular markets and judge whether they require customized marketing strategies The
internationalization of research places greater demands on marketing researchers and heightens the need for research tools that allow us to cross-validate research