100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
Test Bank for Essentials of Marketing Research, 6th Edition by Joseph Hair CA$41.25   Add to cart
Quickly navigate to
Preview
  2.  
  3. MKT322
  4.  
  5. MKT322

Exam (elaborations)

Test Bank for Essentials of Marketing Research, 6th Edition by Joseph Hair
 72 views  1 purchase
  • Course
  • MKT322
  • Institution
  • MKT322

Test Bank for Essentials of Marketing Research, 6th Edition 6e by Joseph Hair, David Ortinau and Dana E. Harrison. Full Chapters test bank are included - Chapter 1 to 13 Part 1: The Role and Value of Marketing Research Information Chapter 1: Marketing Research for Managerial Decision Making...

[Show more]

Preview 2 out of 177  pages

Document information

  • September 15, 2023
  • 177
  • 2023/2024
  • Exam (elaborations)
  • Questions & answers

Subjects

  • essentials
  • marketing
  • research
  • 6th
  • edition
  • joseph
  • hair
  • multiple choice
  • mcqs
  • question bank
  • quiz bank
  • tests
  • 9781265217181
  • 6e
  • test bank

Written for

  • MKT322
  • MKT322

Seller

avatar-seller
StepsSol

Reviews received

Content preview

Chap 01 6e Hair
1) Which of the following is true of marketing research?
A) It draws heavily on the social sciences both for methods and theory.
B) It is exclusively used by large businesses.
C) It solely relies on quantitative techniques.
D) It solely relies on qualitative techniques.
E) It involves management of the activities in a supply chain to maximize product value.



2) Which of the following do companies rely on to manage consumers’ data such as interactions
throughout all touchpoints and purchase behavior?
A) data interpretation/information management systems
B) facial recognition systems
C) customer relationship management systems
D) data warehouse management systems
E) market intelligence systems



3) Test marketing ________.
A) identifies two or more segments within the market for a particular company's
products
B) provides information for decisions on product improvements and new-product
introductions
C) includes choosing and evaluating locations, channels, and distribution partners
D) focuses on database development through optical scanning at the point of purchase
E) involves understanding how one's target consumers behave as shoppers, in different
channels and formats, and leveraging this intelligence to the benefit of all
stakeholders




1

, 4) Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air
purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some
people try out the product and then collects feedback from them to identify any problems
with it. Which of the following is best exemplified in this scenario?
A) curbstoning
B) concept testing
C) perceptual mapping
D) behavioral targeting
E) branded "black-box" methodology



5) Which of the following is a technique that is used to picture the relative position of products
on two or more product dimensions important to consumers' purchase decisions?
A) retailing wheel
B) optical scanning
C) store image studies
D) perceptual mapping
E) behavioral targeting



6) Apex Corp. asks its consumers to determine how they perceive the similarities and
dissimilarities among relevant product attributes for a group of competing brands. In this
case, Apex Corp. is most likely using the technique of ________.
A) concept testing
B) behavioral targeting
C) perceptual mapping
D) bivariate regression analysis
E) analysis of variance (ANOVA)



7) A new supermarket, The Deluxe Mart, collates its sales data using scanners at the point of
purchase. It uses this data to identify the products to stock and the type of content and media
to use to attract customers. In this scenario, The Deluxe Mart is most likely using
A) perceptual mapping.
B) test marketing.
C) retailing research.
D) logistical assessment.
E) concept testing.




2

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller StepsSol. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for CA$41.25. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

77764 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
CA$41.25  1x  sold
  • (0)
  Add to cart