Who Conducts Marketing Research?
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Questions and Answers

What is an example of internal suppliers conducting marketing research?

  • Formal departments conducting research internally (correct)
  • Firms accessing secondary data online
  • Internet-based firms offering marketing research services
  • Marketing research firms ranked by global revenues

    • How has the Internet facilitated DIY marketing research?

  • By enabling access to global marketing research firms
  • By providing knowledge of data analysis software such as SPSS
  • By offering marketing research services to firms
  • By providing access to secondary data and online survey platforms (correct)

    • Which company is a supplier specializing in marketing research services?

  • Westat Inc.
  • IQVIA
  • Nielsen Holdings N.V. (correct)
  • Wood MacKenzie

    • What type of research involves external suppliers fulfilling a company’s marketing research needs?

    <p>Supply-side research</p> Signup and view all the answers

    Which option represents client-side research based on the text provided?

    <p>Internal departments conducting research</p> Signup and view all the answers

    What method involves observing brain activity as consumers are exposed to stimuli such as packages or ads?

    <p>Neuromarketing</p> Signup and view all the answers

    Which method involves creating and hosting marketing research online communities?

    <p>Marketing Research Online Communities</p> Signup and view all the answers

    What is the main purpose of Market Segmentation?

    <p>Determining firms' target markets and other characteristics of consumers</p> Signup and view all the answers

    Which method involves collecting data using a variety of methods such as telephone, online, person to person, and mall intercept?

    <p>Field Services</p> Signup and view all the answers

    What is the estimated worldwide revenue for the marketing research industry?

    <p>$44 billion</p> Signup and view all the answers

    What type of marketing research service provides client services associated with measuring online consumer behavior and online data collection?

    <p>Online Research Specialists</p> Signup and view all the answers

    Which type of marketing research service uses a proprietary process to conduct a service such as test marketing or measuring customer or employee satisfaction?

    <p>Packaged Services</p> Signup and view all the answers

    What type of marketing research service specializes in a particular industry or market segment?

    <p>Industry or Market Segment Specialists</p> Signup and view all the answers

    Which type of marketing research service analyzes the trends and consumer behavior within an industry and sells to many companies?

    <p>Syndicated Data Services</p> Signup and view all the answers

    What type of marketing research service conducts research using methods such as focus groups, interviews, and shopping with consumers?

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

    Who is known as the 'father of marketing research'?

    <p>Charles Coolidge Parlin</p> Signup and view all the answers

    What was the purpose of Charles Coolidge Parlin's research?

    <p>To increase advertising for Saturday Evening Post magazine</p> Signup and view all the answers

    In which decade did computers get introduced in marketing research?

    <p>1950s</p> Signup and view all the answers

    Which decade saw the automation of data analysis in marketing research?

    <p>1970s</p> Signup and view all the answers

    Who conducts client-side research according to the text?

    <p>Organizations that supply their own marketing research information</p> Signup and view all the answers

    Which type of research is facilitated by the Internet and includes access to secondary data, online survey platforms, and data analysis software like SPSS?

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

    Which of the following is NOT a top global marketing research firm according to the text?

    <p>Morgan Stanley</p> Signup and view all the answers

    What is the headquarters location of the company ranked second in the top 10 global marketing research firms?

    <p>New York</p> Signup and view all the answers

    Which of the following is a type of external supplier hired to fulfill a company’s marketing research needs?

    <p>Ipsos S A</p> Signup and view all the answers

    In the context of marketing research, what does SPSS refer to?

    <p>Statistical Package for the Social Sciences</p> Signup and view all the answers

    What distinguishes full-service supplier firms from limited-service supplier firms?

    <p>Full-service firms are larger and offer a broad range of research services, while limited-service firms specialize in one or a few research activities.</p> Signup and view all the answers

    What is a primary characteristic of full-service supplier firms?

    <p>They define the problem, specify the research design, and prepare the final written report for clients.</p> Signup and view all the answers

    What sets limited-service supplier firms apart from full-service supplier firms?

    <p>Limited-service firms specialize in one or a few marketing research activities, whereas full-service firms conduct a wide variety of research.</p> Signup and view all the answers

    Which type of firm has the expertise and facilities to conduct diverse types of marketing research projects?

    <p>Full-service supplier firms</p> Signup and view all the answers

    Which type of firm specializes in specific market demographic segments such as senior citizens or Hispanics?

    <p>Limited-service supplier firms</p> Signup and view all the answers

    What is the estimated worldwide revenue for the marketing research industry?

    <p>$44 billion</p> Signup and view all the answers

    Which company leads the largest marketing research companies internationally?

    <p>Nielsen</p> Signup and view all the answers

    What is the purpose of neuromarketing?

    <p>Observing brain activity as consumers are exposed to stimuli</p> Signup and view all the answers

    Which method is used to collect data through telephone, online, and person-to-person interactions?

    <p>Fieldwork</p> Signup and view all the answers

    What is the primary objective of market segmentation?

    <p>Determine firms’ target markets and locate these consumers</p> Signup and view all the answers

    Which companies are involved in monitoring relevant buzz over social media?

    <p>Conversition, Meltwater, Decooda</p> Signup and view all the answers

    What is the key activity of marketing research online communities?

    <p>Create and host online communities for marketing research</p> Signup and view all the answers

    Which method involves drawing samples to suit client’s research objectives?

    <p>S S I</p> Signup and view all the answers

    What is the main purpose of industry performance data mentioned at the end of the text?

    <p><strong>Evaluating the impact of globalization on marketing research</strong></p> Signup and view all the answers

    What are the main activities of Field Services in the context of marketing research?

    <p>Collecting data using various methods like telephone, online, person-to-person.</p> Signup and view all the answers

    Which method involves collecting data using a variety of methods such as telephone, online, person to person, and mall intercept?

    <p>Field Services</p> Signup and view all the answers

    What type of marketing research service specializes in a particular industry or market segment?

    <p>Market Segmentation</p> Signup and view all the answers

    Which company is a supplier specializing in marketing research services?

    <p>Ipsos</p> Signup and view all the answers

    What is the key activity of marketing research online communities?

    <p>Create and host marketing research online communities</p> Signup and view all the answers

    Which method involves drawing samples to suit client’s research objectives?

    <p>Sampling</p> Signup and view all the answers

    What distinguishes full-service supplier firms from limited-service supplier firms?

    <p>The expertise and facilities to conduct diverse types of marketing research projects</p> Signup and view all the answers

    What is the purpose of some marketing research studies mentioned in the text?

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

    What is one of the examples given in the text to illustrate problems that are not easily identified?

    <p>Market share falling</p> Signup and view all the answers

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

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

    What is the primary focus of determining the cause of symptoms mentioned in the text?

    <p>Resolving consumers' problems</p> Signup and view all the answers

    What is the primary purpose of some marketing research studies mentioned in the text?

    <p>To identify marketing opportunities and problems</p> Signup and view all the answers

    What type of information is determined through a great deal of marketing research as mentioned in the text?

    <p>Size of various market segments and how well competitors are fulfilling their wants and needs</p> Signup and view all the answers

    What is the primary purpose of marketing research mentioned in the text?

    <p>To gather information for making better decisions</p> Signup and view all the answers

    What does marketing research help businesses anticipate, as mentioned in the text?

    <p>Changes in consumer behavior</p> Signup and view all the answers

    Which of the following is a key decision that managers must make based on marketing research?

    <p>What products to produce or what services to offer</p> Signup and view all the answers

    What is the main focus of market research, as distinguished from marketing research?

    <p>Defining the size, location, and/or makeup of the market for a product or service</p> Signup and view all the answers

    What role does marketing research play in connecting businesses to the consumer, as mentioned in the text?

    <p>Providing information for making marketing decisions</p> Signup and view all the answers

    Which factor drives the need for businesses to anticipate changes in their markets, as mentioned in the text?

    <p>Technological advancements</p> Signup and view all the answers

    What does the text suggest about a segment that is an ideal market to focus on?

    <p>Its needs are not being met by competition.</p> Signup and view all the answers

    What is the purpose of concept tests in product research?

    <p>To determine consumer reactions to proposed new product concepts.</p> Signup and view all the answers

    In pricing research, what does qualitative research involve?

    <p>Asking potential buyers a series of open-ended questions.</p> Signup and view all the answers

    What is the lesson of the product life cycle, as mentioned in the text?

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

    What should a company determine about its core competencies when focusing on a particular market segment?

    <p>How to satisfy the segment's demand based on its core competencies.</p> Signup and view all the answers

    What is involved in determining the 'value' consumers perceive in a new product?

    <p>Asking potential buyers a series of open-ended questions.</p> Signup and view all the answers

    What is the primary focus 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 primarily involve?

    <p>Designing the proper mix of product/service, price, promotion, and distribution system</p> Signup and view all the answers

    What is the central activity of marketing research?

    <p>Gathering, analyzing, and reporting information to solve specific marketing problems</p> Signup and view all the answers

    Why is developing the 'right' strategy emphasized in marketing?

    <p>To meet the wants and needs of consumers effectively</p> Signup and view all the answers

    What is the purpose of market segmentation?

    <p>To select a segment of the market as the company's target market</p> Signup and view all the answers

    Why is it important for a company to know who its competitors are and how they are meeting consumer needs?

    <p>To identify market opportunities and problems</p> Signup and view all the answers

    What is the purpose of some marketing research studies mentioned in the text?

    <p>To identify and assess consumers' problems and suitable solutions</p> Signup and view all the answers

    What activity involves selecting target markets through marketing research?

    <p>Determining the size of various market segments</p> Signup and view all the answers

    How does the text suggest identifying ideal market segments?

    <p>By determining the size of various market segments</p> Signup and view all the answers

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

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

    What activity involves determining the cause of symptoms like falling market share?

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

    What is the primary focus of identifying market opportunities?

    <p>Fulfilling consumer wants and needs</p> Signup and view all the answers

    What should a company consider when determining how well its core competencies will allow it to satisfy a segment's demand?

    <p>The segment's needs and how well they are being met by competition</p> Signup and view all the answers

    What does product research testing begin with, according to the text?

    <p>Idea generation</p> Signup and view all the answers

    In pricing research, what do marketers use research to determine for a revolutionary new product?

    <p>Consumer perception of the new product's value</p> Signup and view all the answers

    What does qualitative research in pricing involve?

    <p>Asking potential buyers a series of open-ended questions</p> Signup and view all the answers

    In the context of marketing research, what does the lesson of the product life cycle emphasize?

    <p>The inevitability of products becoming obsolete</p> Signup and view all the answers

    What drives the need for businesses to anticipate changes in their markets, as mentioned in the text?

    <p>The evolution of consumer preferences</p> Signup and view all the answers

    What is the primary focus of a marketing strategy?

    <p>Designing the product/service and pricing strategy</p> Signup and view all the answers

    What is the key to achieving organizational goals according to the marketing concept?

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

    What does marketing research help in identifying?

    <p>Market opportunities</p> Signup and view all the answers

    Which activity does marketing research primarily involve?

    <p>Gathering and analyzing information</p> Signup and view all the answers

    What does a marketing strategy entail in terms of the market segment?

    <p>Choosing a specific segment as the target market</p> Signup and view all the answers

    What does a company have to determine when focusing on a particular market segment?

    <p>The core competencies of the company</p> Signup and view all the answers

    What is the primary purpose of marketing research as mentioned in the text?

    <p>To manage the business effectively</p> Signup and view all the answers

    What is the primary focus of market research, as distinguished from marketing research?

    <p>Defining the size, location, and/or makeup of the market for a product or service</p> Signup and view all the answers

    Which method involves collecting data using a variety of methods such as telephone, online, person to person, and mall intercept?

    <p>Field services</p> Signup and view all the answers

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

    <p>The potential for economic growth in the market</p> Signup and view all the answers

    What role does marketing research play in connecting businesses to the consumer, as mentioned in the text?

    <p>It links the consumer to the marketer by providing information for marketing decisions</p> Signup and view all the answers

    What is involved in determining the 'value' consumers perceive in a new product?

    <p>Analyzing trends and consumer behavior within an industry</p> Signup and view all the answers

    What is the primary purpose of market segmentation?

    <p>To determine the characteristics of consumers such as media habits</p> Signup and view all the answers

    What is the primary focus of determining the cause of symptoms mentioned in the text?

    <p>Determining firms’ target markets and locating these consumers</p> Signup and view all the answers

    What role does marketing research play in connecting businesses to the consumer, as mentioned in the text?

    <p>Determining firms’ target markets, locating consumers, and understanding their characteristics</p> Signup and view all the answers

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

    <p>The presence of opportunities for market segmentation and targeting</p> Signup and view all the answers

    What is the primary focus of the marketing concept?

    <p>Satisfying customer needs and wants while meeting organizational objectives</p> Signup and view all the answers

    How has the Internet facilitated DIY marketing research?

    <p>By providing access to secondary data, online survey platforms, and data analysis software</p> Signup and view all the answers

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