Exam Ch 1 Flashcards
What is perceptual mapping?
Technique that is used to picture a relative position of products on two or more dimensions. Important for consumers to make a purchase decision
When product testing what questions are answered?
- How does the product perform for the customer?
- How can a product be improved to exceed customer expectations?
In the context of the growing complexity of marketing research which of the following term describe the LARGE AND COMPLEX datasets that information technology allows organizations to collect and store?
Term: Big Data
According to the American marketing association, the function that links an organization to its markets through the gathering of information is known as
marketing Research
Identify a true statement about marketing research (3)
It is a systematic process
Uses the social sciences for methods and theory
Is used to study consumers and potential consumers in detail, which includes their attitudes, behaviors, and media consumption
Much retailing research concentrates on database development using optical scanning at the point of purchase because retailing …
is a high - customer contact activity
What us the motive of shopper research
To assist manufactures and retailers understand the entire process consumers experience in making a purchase
Serraz Inc., a start-up company, wants to engage in new product development. Arrange the steps that the company is most likely to take as part of this process in the correct order of occurrence.
- Recognizing possible new product opportunities through research
- Designing products that elicit favorable consumer response
- Create a suitable marketing mix for the new products
Which of the following is a part of the perceptual mapping?
Asking consumers to indicate the ways in which a group of relevant brands or products is similar or dissimilar to each other
____ _______ involves displaying ads at one website based on a users previous surfing behavior
behavioral targeting
What are the uses of information gathered through marketing research ?
- It helps an organization develop and evaluate marketing actions
- It helps an organization identify and define market- driven opportunities and problems
Research investigations that focus on topics such as trade area analysis, store image or preception, in store traffic patterns, and location analysis are known as …
Retailing Research
In the context of examining the performance of promotional programs, marketing researchers must..
Develop meaningful metrics to measure the return on advertising dollars spent and then gather the data for those metrics
Researchers primarily use benefit and lifestyle studies to
spot two or more segments within the market for a specific firms products
Term
Explains the ways in which new products are developed and spread through the market and the characteristics of products and firms that help or inhibit the development
adoption and diffusion theory
terms
Explains the reasons why consumers are much more likely to buy after sampling from a set of 6 versus 24 flavors
information overload theory
marketing to consumers based on research of the entire process consumers go thorugh when making a purchase is known as
shopper marketing
What are the advantages of keeping the marketing research function of a firm internal?
)4)
Shared information across a firm
Capacity to generate actionable research results
Reduced research costs
Research method consistency
In the context of promotional decisions, what are the most common research tasks in integrated marketing communications? More than one answer may be correct.
Multiple select question.
Advertising effectiveness studies
Attitudinal research
Sales tracking
which of the following are true of external marketing research suppliers of a company
- They execute all aspects of research, such as study design, questionnaire production, interviewing, data analysis, and report preparation.
- They function on a fee basis and usually submit a research proposal to the company for evaluation and decision purposes.
an important elements of market segmentation research is benefit and lifestyle studies that analyze Blank______.
similarities and differences in consumers’ requirements
Marketing researchers have learned from an important theory, which comes from services marketing research, that some characteristics are important to consumers across a wide variety of services contexts. What are those characteristics?
(4)
tangibels
relatability and empathy
responsiveness
assurance
term
They provide specialized, highly tailored services to clients and many of these firms focus their activities on one specific area.
Customized research firms
term
They provide general services and follow an established, common approach in research design so that results of a study conducted for one client can be compared to norms.
Standardized research firms
