Survey Research Methods

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What type of market testing involves giving a few top salespeople a new product to get orders?

Acceptance testing

Direct Marketing

Scanner market testing

Informal Selling (correct)

What is the step in the consumer response hierarchy that reflects the translation of comprehension of a new product into preference for that product?

Believability

Attitude-change

Acceptance (correct)

Attention

What is the term for the process by which consumers alter their beliefs or behaviors toward a product or service?

Attitude-change models (correct)

Comprehension models

Believability models

Acceptance models

What is the measure of how believable a new product/service is in delivering on the promised value?

Believability Signup and view all the answers

What type of market testing involves selling a product directly to customers via mail, telephone, fax, and/or Inter- and intranets?

Direct Marketing Signup and view all the answers

What is the term for a procedure used for conducting customer tests where the respondent does not know the brands of two products being tested?

Blind and comparisons Signup and view all the answers

What does logistic regression assess?

The relation between managerial variables and a binary outcome Signup and view all the answers

What is concept testing?

A survey asking consumers to evaluate their probability of buying a new product/service Signup and view all the answers

What is market testing?

A market research process by which targeted customers evaluate the marketing plan and the new product in a marketing setting Signup and view all the answers

What is premaket testing?

A market research technique that uses syndicated data and primary consumer research to estimate the sales potential of new product initiatives Signup and view all the answers

What type of strategies involve a current market with current product technology?

Sales analysis strategy Signup and view all the answers

What type of strategy represents product technology uncertainty?

Product life-cycle strategy Signup and view all the answers

What are the ways in which a concept description can be presented to a customer?

Words only, words and visuals, virtual, reality, information, and acceleration Signup and view all the answers

When is a smaller sample size preferred in a survey?

When the test is primarily intended to gather qualitative data Signup and view all the answers

What is the purpose of a concept statement in a survey?

To present a product idea to the customer Signup and view all the answers

What is a factor that favors a larger sample size in a survey?

When reaching potential customers is relatively costly in time or money Signup and view all the answers

Why is a full proposition presentation method used in a concept test?

To provide a combination of words and visuals to describe the concept Signup and view all the answers

What is the relationship between a respondent's answer to a purchase intention question and the actual trial of the proposed new product?

The correlation between the two is not well established Signup and view all the answers

What is a key aspect of launch timing in product development?

Ensuring a timely response to market demand Signup and view all the answers

Why is coordination with production important in launch planning?

To facilitate effective launch timing Signup and view all the answers

What is the primary focus of organizational concern in new product development?

Aligning company goals with product development Signup and view all the answers

What drives launch strategies within an organization?

Company structure Signup and view all the answers

What is a key aspect of a risk-taking culture in new product development?

Accepting occasional failure as a learning experience Signup and view all the answers

What is market orientation defined as in the context of new product development?

Generation and dissemination of market information Signup and view all the answers

What is the goal of skimming pricing strategy?

To extract maximum return before competitors emerge Signup and view all the answers

What is the result of using a penetration pricing strategy in a highly price-sensitive market?

More market growth and lower production and distribution costs Signup and view all the answers

What is the main challenge of pricing a new-to-the-world product?

The lack of direct substitutes for the new product Signup and view all the answers

What is the term for the number of nature of different brands in the same product class?

Brand depth Signup and view all the answers

What is the objective of launch timing in new product development?

To determine the optimal time for launching a new product Signup and view all the answers

What is the term for the strategy of offering a basic product or service for free, and charging for premium features or services?

Freemium pricing strategy Signup and view all the answers