Exam (elaborations)

Essentials of Marketing Research 4Th Edition by Joseph Hair, Jr. - Test Bank

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Essentials of Marketing

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Essentials Of Marketing

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Essentials of Marketing Research

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, Chapter 01

Marketing Research for Managerial Decision Making

Multiple Choice Questions

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. 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

1-1
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

,3. 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. Curbstoni
ng
B. Concept
testing
C. Perceptual
mapping
D. Behavioral
targeting
E. Branded "black-box"
methodology

4. 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 consumer purchase
decisions?

A. Retailing
wheel
B. Optical
scanning
C. Store image
studies
D. Perceptual
mapping
E. Behavioral
targeting

5. Which of the following pertains to the creation of a perceptual map?

A. Retailers focus on database development through optical scanning at the point
of purchase.
B. Marketers have to work on branding of both new and existing
products.
C. Marketing research considers the total performance of a promotional program as
each effort often affects others in the promotional mix.
D. Consumers have to indicate how similar or dissimilar a group of relevant brands or
products is to each other.
E. Consumer behavior activities embedded in a cultural context are studied by
marketers using ethnographic research.

1-2
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

, 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. Research investigations that focus on topics such as trade area analysis, store
image/perception, in-store traffic patterns, and location analysis are collectively
called:

A. perceptual
mapping.
B. positioning
research.
C. retailing
research.
D. test
marketing.
E. focus group
research.

8. 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.

1-3
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.

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