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Exam 1: The Role of Marketing Research

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Question 31

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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?

A) distribution research
B) copytesting
C) promotion research
D) product testing

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Question 32

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According to the concept of cross-functional activities,which of the following can affect the organization's marketing efforts?

A) the research & development department
B) the accounting department
C) the production department
D) all of these choices

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Question 33

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_____ is conducted to address a specific marketing decision for a specific firm or organization.

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.

Pamela 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 _____.

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?

When a marketing researcher describes the age,gender,income,and education of consumers in a particular city,this is known as geo-demographic information.

Keeping customers is less important that getting customers.

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?

Developing and implementing a marketing strategy involves six stages.

When 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?

All of the following are important aspects of the marketing research process EXCEPT:

Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies.

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?

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

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.

The term "research" means "to search again."

Marketing research is basically about conducting surveys.

Information describing the demographic profile of consumers in a particular geographic region is called _____.

Concept testing is a form of product research.