ENTMARK CH1.

Questions and Answers

What is a primary revenue source for marketing research companies?

Product manufacturing research

Post-sale customer satisfaction studies (correct)

Internal staff training programs

Advertising campaigns

What type of research firm provides services specifically tailored to the client?

Standardized research firms

Customized research firms (correct)

Internal research units

Syndicated service firms

Which skill is NOT listed as critical for open marketing positions?

Foreign language competency

Statistical skills

Creative writing skills (correct)

Communication skills

What potential ethical issue involves reusing research results?

Client confidentiality issues Signup and view all the answers

What is a characteristic of standardized research firms?

They utilize syndicated business services. Signup and view all the answers

Which of the following is considered a 'soft' cost?

Consultation fees Signup and view all the answers

Which of the following skills involves working effectively with others?

Interpersonal skills Signup and view all the answers

What is an example of a broker/facilitator in research?

AC Nielsen database Signup and view all the answers

What is one of the primary concerns in establishing pricing for new products?

Forecasting sales at various price levels Signup and view all the answers

What does market segmentation research primarily focus on?

Collecting consumer characteristics and preferences Signup and view all the answers

Which of the following is a key characteristic important to consumers, according to services marketing research?

Empathy Signup and view all the answers

How does information overload theory relate to consumer behavior?

Consumers are likely to make a purchase from a smaller sample of options Signup and view all the answers

What is a major component of benefit and lifestyle studies in segmentation research?

Performing ethnographic research on consumer behavior Signup and view all the answers

Which of the following aspects does adoption and diffusion theory aim to understand?

How new products are accepted and spread Signup and view all the answers

What do marketers seek to determine through pricing decisions?

Demand sensitivity at different price levels Signup and view all the answers

Which attribute is NOT considered important in measuring a salesperson's success?

Technical knowledge Signup and view all the answers

What is the purpose of concept and product research for established brands?

To detect changes in customer attitudes and meanings Signup and view all the answers

What does perceptual mapping help brands understand?

How products are perceived by consumers Signup and view all the answers

Which research task is essential for measuring the effectiveness of advertising efforts?

Advertising effectiveness studies Signup and view all the answers

What is a primary focus of retailing research?

Database development through optical scanning Signup and view all the answers

Which of the following is NOT a common research task in integrated marketing communications?

Consumer demographic targeting Signup and view all the answers

What is the purpose of shopper marketing?

To understand a customer's purchase journey Signup and view all the answers

What challenge do traditional and digital media both present to businesses?

Obtaining reliable metrics for performance Signup and view all the answers

What does behavioral targeting involve in the context of online retailing?

Displaying ads based on user behavior data Signup and view all the answers

What defines a methodology as a black-box?

It is proprietary and not fully disclosed. Signup and view all the answers

Which client pressure can result in research not meeting professional standards?

Proving a predetermined conclusion. Signup and view all the answers

What unethical behavior is described by curbstoning?

Interviewers fabricating respondent data. Signup and view all the answers

What does the Marketing Research Association prohibit regarding data?

Deanonymizing data. Signup and view all the answers

What is 'sugging' in market research?

Conducting deceptive market research. Signup and view all the answers

How might clients misuse research proposals from various companies?

To get insights for their own research. Signup and view all the answers

Which of these actions can lead to data falsification by research interviewers?

Having acquaintances fill out surveys. Signup and view all the answers

What is a potential consequence of neglecting promised incentives to research respondents?

Decreased trust in research firms. Signup and view all the answers

What is a common unethical behavior by clients towards research providers?

Agreeing to a long-term relationship but not delivering further business Signup and view all the answers

Which of the following is a primary unethical practice by respondents in research?

Giving fraudulent answers to align with screening criteria Signup and view all the answers

What is one of the ethical considerations outlined by the American Marketing Association?

Personal privacy rights of respondents must be respected Signup and view all the answers

Which emerging trend indicates a shift in data handling within marketing research?

Adoption of technology in data management Signup and view all the answers

How has the collection of secondary data evolved in recent research trends?

It is receiving increased emphasis Signup and view all the answers

What ethical principle is emphasized when conducting research with children?

Special care must be taken in research involving children Signup and view all the answers

What is a significant concern regarding the validity of market research?

Respondents lying to meet desired characteristics Signup and view all the answers

What is indicated by the trend toward a broader international client base in marketing research?

A growing need for culturally relevant research methods Signup and view all the answers

Study Notes

Concept and Product Research

Brands conduct research to detect changes in consumer attitudes and brand perceptions.
Key questions addressed: product performance for customers and opportunities for improvement.
Perceptual mapping visually represents consumer perceptions and influences purchasing decisions.

Marketing Mix Variables

Place/Distribution

Retail market research includes trade area analysis, store image studies, and traffic patterns.
Online retailers utilize behavioral targeting to create relevant advertisements based on user data.
Shopper marketing aims to understand customer purchase journeys and informs product management and marketing strategies.

Promotion

Companies must maximize promotional budget returns through effective metrics.
Key research tasks include advertising effectiveness studies, attitudinal research, and sales tracking.

Price

Pricing research determines market demand, sales forecasts, and sensitivity to price changes.
Identifies market segments with varying price sensitivities and opportunities for differentiated pricing.

Consumers and Markets

Successful marketing is tied to clear target market demographics, attitudes, and lifestyles.
Ethnography involves observing consumers in their environments to gather insights for segmentation.
Benefits and lifestyle studies provide valuable data for developing customer profiles.

Marketing Theory

Adoption and diffusion theory explains how new products are embraced by consumers.
Services marketing research emphasizes reliability, empathy, responsiveness, assurance, and tangibility.
Information overload theory suggests consumers prefer simpler choices, affecting purchasing behavior.

Marketing Research Industry Growth

Significant growth driven by post-sale satisfaction studies and retail product scanning systems.
Database development and international research studies contribute to revenue in this sector.

Types of Marketing Research Firms

Research firms can be internal or external, custom or standardized.
Customized firms offer tailored research solutions, while standardized firms provide broader findings.
Syndicated business services, such as AC Nielsen, track retail sales for multiple brand products.

Evolving Skills in Marketing Research

Expanding firms require a diverse skill set to meet industry demands.
Key skills include data interpretation, effective communication, negotiation, and proficiency in statistical analysis and information technology.

Ethical Considerations

Address pricing issues and avoid employing "soft" costs to inflate project budgets.
Maintain client confidentiality and be cautious with proprietary methodologies.
Ensure research meets professional standards to avoid unethical outcomes like data falsification.

Abuse of Respondents

Ethical guidelines prohibit misleading incentives and the misrepresentation of survey completion times.
Researchers must de-identify data and respect respondent privacy, especially in online research contexts.

Client Ethical Responsibilities

Avoid requesting research proposals with no intention of hiring the firm.
Clients should uphold honesty in project results and respect the integrity of research firms.

Respondent Ethical Issues

Dishonesty in responses, particularly regarding sensitive information, undermines research validity.
Respondents may distort answers to fit expected profiles in studies.

Marketing Research Codes of Ethics

Researchers must comply with laws and ethical guidelines, particularly when engaging with vulnerable groups like children.
Protect the rights of respondents and ensure project integrity through accuracy and transparency.

Emerging Trends in Marketing Research

Increased focus on secondary data collection and technology-driven data management.
Growth in digital methods for data acquisition and an expanding international client base.
Shift from data analysis to comprehensive data interpretation and information management approaches.

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Description

This quiz examines the critical aspects of brand research and positioning strategies. It focuses on how established brands conduct concept and product testing to understand consumer perceptions and improve their offerings. Dive into the nuances of perceptual mapping and brand attitudes.