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Exam 1: The Role of Marketing Research

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Question 1

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From a research standpoint, the ____________________ means that research studies often investigate effects of various combinations of marketing elements on important outcomes such as sales and image.

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Question 2

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

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Question 3

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The two types of marketing research based on the specificity of purpose are ____.

Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries.

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

All of the following are a type of product research EXCEPT ____.

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.

The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales. Which type of research is being used?

A business with a(n) ____________________ orientation recognizes that multiple parties are affected by firm decisions and selects market segments with a concern for its public persona.

Which communication function of a firm is responsible for informing and persuading buyers?

A marketing researcher must be objective in order to provide accurate information.

A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance. Which type of research is being used?

A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing. Which type of research is being performed?

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?

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?

Which step comes first in developing a marketing strategy?

A business with a stakeholder orientation has an internal focus.

Concept testing is a form of pricing research.

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

Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research.