EXPLORING MARKETING RESEARCH 10TH EDITION PDF

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Exploring Marketing Research 10th Edition Pdf

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ANS: F All marketing research, whether basic or applied, involves the scientific method. The scientific method used by researchers is essentially the same process in marketing as in the physical sciences.

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When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific method. ANS: F At this point, we have reached the hypothesis stage of the scientific method. Marketing research plays a more prominent role in product-oriented companies than in customeroriented companies. ANS: F A product-oriented firm prioritizes decision making in a way that emphasizes technical superiority in the product, and marketing research may take a backseat.

The marketing concept emphasizes a cross-functional approach to long-term profitability. Keeping customers is less important that getting customers. ANS: F Keeping customers is as important as getting customers.

A business with a stakeholder orientation has an internal focus. ANS: F A business with a stakeholder orientation has an external focus. Online sentiment analysis determines the strength of a brand by continually searching for positive and negative mentions of the brand. Marketing research can help prevent the commercialization of products that are not consumer-oriented. A marketing researcher who reports on the age, gender, income, and education of consumers in a particular city is describing geo-demographic information.

Marketing metrics involve qualitative ways of monitoring and measuring marketing performance. ANS: F Marketing metrics refer to quantitative ways of monitoring and measuring marketing performance.

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Concept testing is a form of pricing research. ANS: F Concept testing is a form of product research. The most common forms of performance-monitoring research are sales performance and profit analyses.

ANS: F Market-share analysis and sales analysis are the most common forms of performance-monitoring research. The determination of the need for marketing research centers on time constraints, the availability of data, the nature of the decision to be made, and the value of the research information in relation to costs.

Systematic research usually takes very little time to complete. ANS: F Systematic research usually takes time. Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research. Managers should avoid conducting market research when the decision is of considerable strategic or tactical importance. ANS: F Managers should conduct market research if the decision is of considerable strategic or tactical importance.

Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries. Which type of marketing research is conducted to address a specific marketing decision for a specific firm or organization?

Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem? Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world?

Which step comes last in developing a marketing strategy? Which step comes first in developing a marketing strategy?

The typical consumer in zip code is a senior citizen with several children over the age of 25, has a college degree, and is retired. What type of information has been provided in this example? TQM b. 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?

Asking consumers what they think about a possible brand name for a new product is an example of which type of research? 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? Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer downloads that good? Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?

Suppose a major department store conducts research to determine which products it should offer to customers over the Internet.

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This store is involved in which type of research? An organization is attempting to decide whether to add home delivery to its customer service options. Which type of research would be most effective?

A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites.

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

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? I cannot even describe how much Course Hero helped me this summer. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

Coppell H S. Practice Marketing Exam 2 Answers.

Source im source zikmund wg babin bj Uploaded By gxv Zikmund, W. Exploring marketing research 10th ed. Mason, OH: South-Western Cengage Learning.

D Supporting a cause. When a company works with a non-profit organization such as the Red Cross, it is supporting a cause.

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B Employees. Tactics are specific actions that will be used to carry out strategies.

In business, the employees are responsible for carrying out the tactics to achieve the marketing strategies. The executives are responsible for developing the strategies that the employees will follow. The customers are the ones for whom the marketing strategies and tactics are planned. Stockholders of a company are not involved in developing strategies. D Mix.

A marketing plan is a set of procedures or strategies for attracting the target customer to a business. One section of an effective marketing plan explains the marketing mix, which is the combination of the four elements of marketing—product, place, promotion, and price.

A business needs to plan how it will use these elements to reach the target customer and effectively market its goods and services. The marketing concept is a philosophy of conducting business that is based on the belief that all business activities should be aimed toward satisfying consumer wants and needs while achieving company goals. Policies are general rules to be followed by company personnel.

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Risk is the possibility of loss or failure.The results either support a hypothesis or do not support a hypothesis. An organization is attempting to decide whether to add home delivery to its customer service options. B Employees. It attempts to expand the limits of marketing knowledge in general, and as such is not aimed at solving a particular pragmatic problem.

ANS: F Keeping customers is as important as getting customers. Businesses use focus groups to obtain direct feedback about their products and image. This preview shows page 11 - 13 out of 21 pages.

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