Uses of Marketing Research Quiz
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Questions and Answers

What type of research involves tracking data collected at point-of-sale terminals as consumer packages goods are scanned in grocery stores, mass-merchandisers, and convenience stores?

  • Promotion research
  • Monitoring marketing performance research (correct)
  • Distribution research
  • Tracking media effectiveness research

    • Which type of research focuses on evaluating the effectiveness of different media for promotion?

  • Market potential evaluation research
  • Distribution research
  • Tracking media effectiveness research
  • Promotion research (correct)

    • What is the main focus of distribution research?

  • Measuring the impact of advertising on sales
  • Evaluating the effectiveness of different media
  • Tracking social media engagement
  • Finding the best channels to get products to consumers and evaluating dealer service (correct)

    • Which type of research involves tracking social media and employee and customer satisfaction levels?

    <p>Monitoring marketing performance research</p> Signup and view all the answers

    What does promotion research aim to evaluate?

    <p>The effectiveness of different media for promotion</p> Signup and view all the answers

    What is the primary benefit of globalization, online shopping, and social media for consumers?

    <p>Access to more choices, information, and market power</p> Signup and view all the answers

    When is marketing research conducted to determine the size of various market segments?

    <p>To select target markets and assess their growth or decline</p> Signup and view all the answers

    What is the purpose of marketing research when problems are not easily identified despite the presence of symptoms?

    <p>To determine the cause of symptoms through research</p> Signup and view all the answers

    What does significant market segment growth indicate according to the text?

    <p>Identifiable needs within that segment</p> Signup and view all the answers

    Why is a great deal of marketing research conducted to determine the size of various market segments?

    <p>To identify the growth or decline of segments and select target markets</p> Signup and view all the answers

    What is the key philosophy of the marketing concept?

    <p>Being more effective than competitors in creating, delivering, and communicating customer value</p> Signup and view all the answers

    What does a marketing strategy consist of?

    <p>Selecting a target market and designing the proper mix of product/service, price, promotion, and distribution system</p> Signup and view all the answers

    What is the primary purpose of marketing research?

    <p>To solve specific marketing problems</p> Signup and view all the answers

    Why is it important to understand the wants and needs of each market segment?

    <p>To design products/services that meet consumer needs</p> Signup and view all the answers

    What does a marketing strategy aim to do?

    <p>Meet the wants and needs of the consumers within the target market</p> Signup and view all the answers

    What is the main purpose of marketing research?

    <p>To collect, analyze, and interpret information for making sound business decisions</p> Signup and view all the answers

    Which of the following decisions is NOT influenced by marketing research?

    <p>Selecting the colors and designs for packaging</p> Signup and view all the answers

    What distinguishes marketing research from market research?

    <p>Marketing research is used to link consumers to marketers, while market research is used to make sound business decisions</p> Signup and view all the answers

    In what way does marketing research link the consumer to the marketer?

    <p>By providing information for making marketing decisions and managing the business successfully</p> Signup and view all the answers

    What is a key challenge that businesses must address through marketing research in a continuously changing world economy?

    <p>Anticipating what changes in the world economy will mean for their markets</p> Signup and view all the answers

    What has given consumers more power in the market than ever before?

    <p>Globalization, online shopping, and social media</p> Signup and view all the answers

    What is the purpose of some marketing research studies according to the text?

    <p>To find out consumers' problems and assess different proposed solutions</p> Signup and view all the answers

    What does a significant segment of the market with identifiable needs indicate?

    <p>The segment is growing</p> Signup and view all the answers

    What does a great deal of marketing research aim to determine about various market segments?

    <p>The size and growth of the segments, and how well competitors are fulfilling their wants and needs</p> Signup and view all the answers

    What has sometimes caused difficulties in identifying market problems even when symptoms are present?

    <p>Determining the cause of symptoms requires research</p> Signup and view all the answers

    What is the purpose of concept tests in product research?

    <p>To quickly and inexpensively get consumers' reactions to the concept of a proposed new product</p> Signup and view all the answers

    Why do marketers use research to determine the 'value' consumers perceive in a new product?

    <p>To determine the needs of a specific market segment</p> Signup and view all the answers

    What does pricing research aim to achieve for a revolutionary new product?

    <p>Determine the 'value' consumers perceive in the new product</p> Signup and view all the answers

    What is the lesson of the product life cycle according to the text?

    <p>Products will eventually become obsolete</p> Signup and view all the answers

    Why is a segment an ideal market to focus on according to the text?

    <p>Because its needs are either not being met or are being met poorly by competition</p> Signup and view all the answers

    What must a company determine in order to focus on an ideal market segment?

    <p>How well its core competencies will allow it to satisfy the segment's demand</p> Signup and view all the answers

    What is the lesson learned from the product life cycle?

    <p>Products will eventually become obsolete</p> Signup and view all the answers

    What type of research allows firms to quickly and inexpensively get consumers' reactions to a proposed new product?

    <p>Concept tests</p> Signup and view all the answers

    What do marketers use research for when a revolutionary new product is created?

    <p>To determine the 'value' consumers perceive in the new product</p> Signup and view all the answers

    What type of research involves asking potential buyers a series of open-ended questions?

    <p>Qualitative research</p> Signup and view all the answers

    Why do companies conduct research on proposed brand names and package designs?

    <p>To ensure consumer acceptance before commercialization</p> Signup and view all the answers

    What must companies have in place to identify and test new products?

    <p>A process to identify and test new products</p> Signup and view all the answers

    What makes a segment an ideal market to focus on?

    <p>If its needs are not being met or are being met poorly by competition</p> Signup and view all the answers

    When should a company use qualitative research to ask potential buyers open-ended questions?

    <p>When they want quick and inexpensive feedback from consumers</p> Signup and view all the answers

    Why do marketers need to determine the 'value' consumers perceive in a new product?

    <p>To understand how consumers view the product and its benefits</p> Signup and view all the answers

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