1. When the market research problem isn't clearly defined, a researcher should engage in _______ research.
A. syndicated marketing surveys
B. conclusive
C. data mining
D. exploratory
2. A(n) _______ is often used to illustrate the position of a firm's products or brands in consumers' minds.
A. loyalty timeline
B. mass-marketing analysis
C. VALS summary
D. perceptual map
3. Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and doesn't contain sufficient buying power. Greta is concerned with whether the segment is
A. substantial.
B. responsive.
C. profitable.
D. reachable.
4. McDonald's used marketing research to develop a store redesign program worldwide. Among the recommendations from the marketing research were efforts for McDonald's to
A. create a quiet, more-private area for customers who wanted a more intimate meeting space.
B. eliminate drive-throughs in all future new restaurants.
C. abandon its traditional red-and-yellow color scheme for a more patriotic red, white, and blue.
D. identify three actionable segments, each with specific design needs.
5. Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to
A. decide whether to use undifferentiated segmentation.
B. evaluate the attractiveness of each segment.
C. develop a positioning strategy.
D. categorize each market segment by consumer demographics.
6. Assuming a market research study will reduce uncertainty associated with a proposed project, which of the following is the next major question that needs to be addressed before starting the study?
A. How will the results be presented?
B. Will observation research be considered intrusive?
C. How will the questions be defined?
D. Is top management committed to the study?
7. Commercial research firms like ACNielsen, J. D. Power, and Simmons Market Research Bureau are sources of
A. secondary data.
B. syndicated data.
C. data mining.
D. primary data.
8. Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a _______ segmentation strategy.
A. concentrated
B. differentiated
C. micromarketing
D. benefit
9. Several years ago, General Motors ran an advertising campaign for their Oldsmobile line of cars using the slogan, "Not your father's automobile" and a young woman as spokesperson. GM was attempting to _______ the Oldsmobile line.
A. identify a target market for
B. use salient feature differentiation for
C. reposition
D. position
10. One of the most important factors in creating solid, actionable recommendations is that market researchers must collect, record, analyze, and interpret data in a(n) _______ fashion.
A. systematic
B. entrepreneurial
C. synchronous rather than asynchronous
D. opportunistic
11. Company sales invoices, census data, and trade association statistics are examples of _______ data.
A. secondary
B. simplistic
C. primary
D. outdated
12. _______ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.
A. Self-value
B. Demographic
C. Geographic
D. Psychographic
13. Because marketing is all about creating value for customers, dividing the market based on _______ segmentation can be quite useful.
A. benefit
B. self-actualization
C. psychographic
D. geographic
14. When Penguin Catering Services first opened, the owner decided to target only events at nearby resorts. Penguin Catering was using a _______ segmentation strategy.
A. benefit
B. concentrated
C. micromarketing
D. differentiated
15. CVS drugstores used both lifestyle and demographic segmentation to
A. develop a product mix and set of promotion messages to reach their most frequent and regular shoppers.
B. assist federal drug enforcement agents to track down illegal use of over-the-counter drugs.
C. determine what stores in what cities should carry lifestyle products like birth control.
D. close unprofitable stores, or stores that would become unprofitable in the near future.
16. Marketing researchers (both ethical and not) have found it more and more difficult to get quality information, especially about sensitive topics. Responsible marketers know they must _______ to get reluctant respondents to provide honest information.
A. use either focus group or in-depth interviews
B. deconstruct unstructured questions
C. assure consumers that their individual responses will be kept confidential
D. choose only extroverts and other marketing researchers
17. Victor's custom auctioneering service provides online auction selling assistance. Victor wants to determine which auction site is best for his customers. To address this question, Victor should next
A. determine which statistical procedures he will use.
B. identify the type of data he needs to have.
C. collect data.
D. outline the presentation format he will use.
18. As access to the Internet becomes nearly universal, it makes many potential market segments become more
A. identifiable.
B. perceptive.
C. reachable.
D. substantial.
19. If the results of marketing research provide information that's used in making management decisions, marketing research will
A. replace the need for detailed planning exercises.
B. become an executive staff function.
C. become an important profit center in its own right.
D. create value.
20. Retail checkout scanning systems create a tremendous amount of purchasing information usually stored in a company's
A. Web site.
B. syndicated data service.
C. iPod system.
D. data warehouse.
21. If values provide goals, and self-concept is the way we see ourselves, lifestyles are
A. motivations turned into perceptual maps.
B. images of how we should live our lives.
C. how we live our lives to achieve goals.
D. marketing manipulation of consumers' fears.
22. Benefit-cost analysis in market research weighs the
A. benefit of a MkIS versus the cost of syndicated data.
B. potential benefit of exploratory research against the exact benefit of conclusive research.
C. benefit of primary data research versus the benefit of secondary data research.
D. benefits of answering questions against the cost of the research.
23. If a marketing researcher is ready to move beyond preliminary insights, he or she is ready to engage in
A. conclusive research.
B. data warehousing.
C. syndicated marketing surveys.
D. exploratory research.
24. If a marketer feels the need to abandon the current configuration of the marketing mix to revitalize the product or service, one preferred option is
A. lifestyle symbolization utilization.
B. target concentration.
C. repositioning.
D. ideal-point perception planning.
25. Which of the following is a correct statement about segmentation schemes?
A. Firms are likely to use selected segmentation schemes to enter into undifferentiated markets.
B. Firms are likely to use multiple segmentation methods to leverage the capacities of each.
C. Firms are likely to use a different segmentation scheme depending on whether they're production, sales, or marketing oriented.
D. Firms are likely to use one or rarely two segmentation schemes as an economic convenience.