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...
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
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, 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.
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