EXPLORING MARKETING RESEARCH 10TH EDITION PDF

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Exploring Marketing Research 10th Edition Pdf

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Subscribe to view the full document. B What, if anything, did you like best about the last computer you downloadd?

This question gives participants the option of indicating that they didn't like anything about their last computer rather than forcing them to identify something positive about the computer even if they didn't feel positive about it. Asking where participants bought their last computer equipment and software should be turned into two separate questions since the participants might have downloadd the computer equipment and software at two different locations.

By doing that, the researcher is addressing one issue at a time rather than asking a question with a multiple focus. Asking participants what they liked best about their last computer download is vague and needs to be rewritten. Does the researcher want to know about the downloading process or the computer, itself? Asking about downloading a computer at a store surrounded by other stores and lots of traffic is not neutrally stated since most customers do not care for lots of traffic.

This question, too, needs to be reworded so that it doesn't bias participant responses.

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?

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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?

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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.

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? Which type of research was likely used to find this information? The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales.

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?

A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself or herself? Is the proposed research expenditure minimal?

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.

Exploring Marketing Research 10th

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. 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?Exploring marketing research 10th ed.

Markets today have few, if any, geographic boundaries. C Accomplish a task. 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?

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

Text exploring marketing research 10th ed by zikmund

ANS: F Market-share analysis and sales analysis are the most common forms of performance-monitoring research. 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.

Which factor is the determinant of the need for marketing research in this case? ANS: F Marketing metrics refer to quantitative ways of monitoring and measuring marketing performance.

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