Test Bank for Essentials of Marketing Research 5th Edition by Zikmund

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Test Bank for Essentials of Marketing Research 5th Edition by Zikmund

Complete downloadable file at: https://testbanku.eu/TestBankforEssentia https://testbanku.eu/T estBankforEssentialsofMarketingResear lsofMarketingResearch5thEditionbyZikmund ch5thEditionbyZikmund

1. Marketing Marketing research research is basicall basically y about about conducti conducting ng surveys. surveys. ANS:  Marketing research is more than conducting surveys. surveys. !his process includes idea and theory theory development" problem definition" gathering information" analy#ing data" and communicating the findings including potential implications. $!S: 1 %&: Moderate '(: p. ) *+,: -11  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Comprehension . !he term 2research3 2research3 means 2to search again.3 again.3 ANS: ! $!S: 1 %&: Moderate '(: p. ) *+,: -11  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms 4nowledge 5. A marketin marketing g researcher researcher needs needs to be sub6ective sub6ective in order order to provide provide accurate accurate information. information. ANS:  !he researcher should be personally detached and free of bias attempting to find truth" so he or she must be ob6ective" not sub6ective. $!S: 1 %&: Moderate '(: p. ) *+,: -11  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Comprehension 7. Marketing Marketing research research is is restricted restricted to the the promotio promotion n aspect aspect of the marketing marketing mi8. mi8. ANS:  Marketing research is relevant to all aspects of the marketing mi8: product" pricing" promotion" and distribution. $!S: 1 %&: Moderate '(: p. ) *+,: -11  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Comprehension 9. Marketing Marketing research research is is relevant relevant to and used used by nonprof nonprofit it organi# organi#ation ations. s. ANS: ! $!S: 1 %&: Moderate '(: p. ) *+,: -11  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Comprehension ). Conducting research to determine why why consumers visit Starbucks Starbucks is an e8ample of basic marketing research. ANS:  !his is an e8ample of applied marketing research" which is conducted to address a specific marketing decision for a specific firm or organi#ation" organi#ation" such as understanding why consumers visit Starbucks. $!S: 1

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 NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Application Application ;. !he procedures procedures and techni *+,: -17  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms 4nowledge 1>. Marketing Marketing research research should should be conduct conducted ed regardless regardless of how long long it will take take to perform. ANS:  &n many instances management believes that a decision must be made immediately" immediately" allowing no time for research. $!S: 1 %&: (asy '(: p. *+,: -19  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Comprehension -. Communicat Communication ion technolog technologies ies have impacted impacted marketing marketing research research greatly greatly.. ANS: !

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1. BBBBB is is the application of the scientific method in searching for the truth truth about marketing  phenomena. a. Marketing  b. +usiness c. Mark Market etin ing g 'es 'esea earc rch h d. Science ANS: C $!S: 1 %&: Moderate '(: p. ) *+,: -11  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms 4nowledge . $amela is testing testing the hypothesis that states consumers will will think a laundry detergent packaged in a  pastelcolored container container will perceive the detergent detergent to be more mild mild than one packaged in a neon neon orange container. container. $amela is conducting BBBBB. BBBBB. a. *+,: -17  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Application Application 55. ?hen a marketing marketing manager decides not to do research research because a decision needs to be made before before the results of the study can be analy#ed" this is an e8ample of which aspect in the determination of the need for marketing researchD a. natu nature re of of the the deci decisi sion on  b. time constraints c. avai availa labi bili lity ty of the the dat dataa d. cost cost cons consid ider erat atio ions ns ANS: + $!S: 1 %&: Moderate '(: p. *+,: -19  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms Comprehension 57. ?hen a marketing marketing manager is trying to decide whether a new product launch decision decision should should be  postponed until until some additional marketing marketing research can be conducted" conducted" which of the following following . *ne of the the goals of marketing is to establish a longterm relationship relationship with with customers so that they continue to purchase the organi#ationGs products in the future. !his is known as BBBBBB. ANS: ANS: relati relations onship hip market marketing ing $!S: 1 %&: Moderate '(: p. 1 *+,: -15  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model Strategy/ Strategy/ +looms 4nowledge 1-. &nformation describing the demographic demographic profile profile of consumers in a particular particular geographic geographic region is called BBBBB. ANS: ANS: geode geodemog mograp raphi hics cs $!S: 1 %&: Moderate '(: p. 19 *+,: -17  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model 'esearch/ +looms +looms 4nowledge 11. BBBBB testing testing e8poses potential customers to a new product product idea to 6udge the acceptance and feasibility feasibility of the concept. ANS: Conce oncept pt $!S: 1 %&: Moderate '(: p. 1) *+,: -17  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model $roduct/ +looms +looms 4nowledge

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1. !he term term BBBBB is someti sometimes mes used to refer refer to a channel channel of distrib distribution ution.. ANS: ANS: supp supply ly chai chain n $!S: 1 %&: Moderate '(: p. 1; *+,: -17  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model %istribution/ %istribution/ +looms 4nowledge 4nowledge 15. BBBBB research research investigates investigates the the effectiveness effectiveness of advertising" premiums" coupons" coupons" sampling" sampling" discounts" discounts"  public relations" relations" and so forth. ANS: ANS: $rom $romo otion tion $!S: 1 %&: (asy '(: p. 1= *+,: -17  NA!:  NA!: AACS+ 'eflective !hinking/ !hinking/ C+0( Model $romotion/ $romotion/ +looms 4nowledge 4nowledge 17. Marketing BBBBB BBBBB refer to