1. When the market research problem isn’t clearly defined, a researcher should engage in _______research.A. syndicated marketing surveysB. conclusiveC. data miningD. exploratory2. A(n) _______ is often used to illustrate the position of a firm’s products or brands in consumers’ minds.A. loyalty timelineB. mass-marketing analysisC. VALS summaryD. perceptual map3. Greta is concerned that one of the potential market segments she has identified for her dog groomingservice is too small and doesn’t contain sufficient buying power. Greta is concerned with whether thesegment isA. substantial.B. responsive.C. profitable.D. reachable.4. McDonald’s used marketing research to develop a store redesign program worldwide. Among therecommendations from the marketing research were efforts for McDonald’s toA. 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 nextstep is toA. 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 ofthe following is the next majorquestion 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 aresources ofA. 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 topursue a _______ segmentation strategy.A. concentratedB. differentiatedC. micromarketingD. benefit9. Several years ago, General Motors ran an advertising campaign for their Oldsmobile line of cars usingthe slogan, “Not your father’s automobile” and a young woman as spokesperson. GM was attempting to_______ the Oldsmobile line.A. identify a target market forB. use salient feature differentiation forC. repositionD. position10. One of the mostimportant factors in creating solid, actionable recommendations is that marketresearchers must collect, record, analyze, and interpret data in a(n) _______ fashion.A. systematicB. entrepreneurialC. synchronous rather than asynchronousD. opportunistic11. Company sales invoices, census data, and trade association statistics are examples of _______ data.A. secondaryB. simplisticC. primaryD. outdated12. _______ segmentation is the mostcommon basis of consumer market segmentation because thesesegments are easy to define and usually easy to reach.A. Self-valueB. DemographicC. GeographicD. Psychographic13. Because marketing is all about creating value for customers, dividing the market based on _______segmentation can be quite useful.A. benefitB. self-actualizationC. psychographicD. geographic14. When Penguin Catering Services first opened, the owner decided to target only events at nearbyresorts. Penguin Catering was using a _______ segmentation strategy.A. benefitB. concentratedC. micromarketingD. differentiated15. CVS drugstores used both lifestyle and demographic segmentation toA. 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 qualityinformation, especially about sensitive topics. Responsible marketers know they must _______ to getreluctant respondents to provide honest information.A. use either focus group or in-depth interviewsB. deconstruct unstructured questionsC. assure consumers that their individual responses will be kept confidentialD. choose only extroverts and other marketing researchers17. Victor’s custom auctioneering service provides online auction selling assistance. Victor wants todetermine which auction site is best for his customers. To address this question, Victor should nextA. 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 becomemoreA. 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 willA. 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 storedin a company’sA. 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 areA. 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 theA. 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 inA. 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 theproduct or service, one preferred option isA. lifestyle symbolization utilization.B. target concentration.C. repositioning.End of examD. ideal-point perception planning.25. Which of the following is a correctstatement 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.
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