Test bank for marketing research 2nd asia pacific edition

Test Bank for Marketing Research 2nd Asia Pacific Edition Mutiple Choice Questions Which of the following type of research is conducted to investigate the effectiveness of discounts or coupons? A.promotion research B.pricing research C.distribution research D.product research The first stage of developing and implementing a marketing strategy involves: A.analysing market segments and selecting target markets B.identifying and evaluating opportunities C.analysing marketing performance D.planning and implementing a marketing mix strategy The research question ‘What features buyers prefer in our product?’ is best addressed by conducting: A.descriptive research B.exploratory research C.causal research D.secondary research A company manager is facing declining sales but doesn’t know why Which type of research design would you recommend to address this problem? A.exploratory research B.descriptive research C.causal research D.secondary research When an organisation is attempting to decide whether to add home delivery to its customer service options, this is an example of which type of research? A.distribution research B.pricing research C.promotion research D.product research ANZ bank monitors its online customer service activities regularly to ensure that its Internet banking caters to its customers’ needs Which type of research is this an example of? A.relationship marketing research B.total quality management research C.opportunity assessment research D.performance-monitoring research Observation technique is most useful when studying: A.attitudes B.opinions C.motivations D.behaviours A local book publisher would like to investigate possible options to improve the accessibility of their titles to customers This would involve: A.product research B.pricing research C.distribution research D.promotional research A librarian assesses the amount of wear to book bindings to determine which books are most borrowed This is an example of: A.product research B.survey research C.observational research D.experimental research Nokia would like to determine which features are most popular with consumers when buying mobile phones Which type of research design would you recommend to address this problem? A.causal research B.descriptive research C.exploratory research D.secondary research Research that attempts to determine which critical attributes of a product consumers use to perceive its value is an example of which type of research? A.product research B.distribution research C.promotion research D.pricing research When a toy company shows different versions of a proposed TV commercial to groups of children and observes which one grabs their attention most, what is this an example of? A.secondary data study B.survey research study C.experimental study D.performance-monitoring research Determining the need for marketing research centres on all the following except: A.the nature of the decision B.researcher competency C.the availability of the data D.time constraints When Coles supermarket is attempting to decide where to locate its regional warehouses in order to minimise travel time to its stores, which type of research is this an example of? A.distribution research B.pricing research C.promotion research D.product research The initial stage of the research process involves: A.planning the research design B.defining the problem C.defining the sample size D.planning the data analysis procedure Which type of product research is conducted to determine whether a finished product out-performs its competitors or meets expectations? A.concept testing B.package testing C.brand-name evaluation D.product testing Research that tries to verify a theory or to learn more about a certain concept is the essence of: A.performance-monitoring research B.pure research C.applied research D.forecasting research When Chee-tos snack food conducted research in China to determine which flavours consumers would find appealing, this was an example of which type of research? A.pricing research B.promotion research C.product research D.distribution research Information obtained from marketing research can be used for all the following except: A.evaluate marketing activities B.monitor marketing performance C.identify marketing opportunities D.ensure correct marketing execution The systematic and objective process of generating information to improve marketing decisions is the essence of: A.marketing research B.applied research C.basic research D.subjective research Asking consumers what they think about a possible brand name for a new product is an example of which type of research? A.pricing research B.promotion research C.product research D.distribution research The research question ‘Which of the two advertising campaigns is more effective?’ is best addressed by conducting: A.secondary research B.causal research C.exploratory research D.descriptive research 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? A.pricing research B.distribution research C.promotion research D.product research When Harley-Davidson determines that their typical motorcycle owner has a household income over $50 000, is male, and is about 38 years old, what type of study is this? A.market segmentation study B.product research study C.performance-monitoring study D.distribution research study Research conducted to address questions about a specific real-life problem is the essence of: A.basic research B.pure research C.applied research D.intuitive research True - False Questions Research cannot be conducted when data availability is an issue True False Applied research involves studies undertaken to verify the acceptability of a particular theory True False Gathering evidence through observation is considered a non-scientific research method True False Forecasting is rarely used by managers to evaluate opportunities due to its accuracy concerns True False The purpose of causal research is to obtain answers to who, what, when, where and how questions True False Applied research is typically used for hypothesis testing against a certain phenomenon True False Research can help marketing managers ensure marketing mix decisions are correctly executed True False Basic research employs techniques that are intuitively derived to answer the question at hand True False The research question ‘Would people be interested in our new product idea?’ is best addressed by conducting exploratory research True False The nature of the decision should not influence the marketing manager’s judgment of whether marketing research is warranted True False According to a survey conducted by the American Marketing Association, less than 90 per cent of organisations engage in research to determine market characteristics and trends True False Marketing research is rarely used by non-business organisations (e.g government bodies) due to their distinct functions from for-profit organisations True False Marketing research involves intuitive information gathering to aid decision-making True False Marketing research is restricted to the pricing aspect of the marketing mix True False Researcher objectivity is not a major concern when conducting market research True False Causal research is usually conducted first to help identify ideas for exploratory research studies True False Data collected from marketing research should help support the researcher’s preconceived ideas True False Marketing research is the function that links the consumer, the customer and the public to the marketer through information True False The main purpose of descriptive research is to gain insights and discover new ideas True False Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making True False Free Text Questions A study of the effectiveness of coupons is an example of research Answer Given promotional The first stage of the marketing research process involves Answer Given problem definition The systematic and objective process of generating information in order to make better marketing decisions is known as Answer Given marketing research are the most common data collection method used in descriptive research Answer Given Surveys Exploratory research is best suited to address problems that are in nature Answer Given ambiguous A study of consumers’ receptiveness towards online shopping is an example of research Answer Given distribution A study of whether there are critical product attributes that determine how consumers perceive value is an example of research Answer Given pricing data are collected unobtrusively without direct participation from the respondents Answer Given Observational An organisation conducts research in order to make a decision about a real situation it faces in the market place This is an example of research Answer Given applied The application of reasoning to understand the data gathered is known as Answer Given analysis occurs when two phenomena or events (e.g advertising and sales) vary together Answer Given Concomitant variation An controls conditions so that one or more variables can be manipulated in order to test a hypothesis Answer Given experiment A sample in which every member of the population has a known, nonzero chance of selection is known as a Answer Given probability sample A study of consumers’ attitudes towards 3D television viewing is an example of research Answer Given product Research that attempts to verify a theory but which is not intended to solve any specific business problem is known as research Answer Given basic or pure ... D.distribution research Information obtained from marketing research can be used for all the following except: A.evaluate marketing activities B.monitor marketing performance C.identify marketing. .. type of research is this an example of? A.distribution research B.pricing research C.promotion research D.product research The initial stage of the research process involves: A.planning the research. .. testing Research that tries to verify a theory or to learn more about a certain concept is the essence of: A.performance-monitoring research B.pure research C.applied research D.forecasting research