Mktg 301 Test #2

using sophisticated statistical software to sift through data warehouses looking for new patterns and correlations is called:

Benefits of data mining include:

Secondary data is often where marketing research begins. Secondary data consists of information____.

This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called?

Which is the hardest step in the marketing research process to take?

Survey research is bet suited for gathering ___ information

_____ research is best suited for gathering causal information

The objective of ___ research is to test hypotheses about cause-and-effect relationships

Your assistant wants to use secondary data exclusively for the current research project. Which of the following is a reason why this may be a poor idea?

What are the advantages of online marketing research

Why would a company choose a sampling of its customers to research rather than all 1,500 of them

What is the best advice to give to a beginning market research intern in developing research questionnaire

Response rates in surveys are generally higher using ___ contact methods

Secondary data are ___

To assist in the development of a new economics textbook that uses the systematic design, collection, analysis, and reporting of relevant data. What are they doing?

Companies need information about their:

A good problem definition has certain characteristics. What are they?

Generating information to better describe marketing problems, situations, or markets

Information collected for the specific purpose at hand

In survey research the most cost-effective means of contacting sample member is via:

If every population member has a known, non-zero chance of selection in a sample and members are chosen by an objective process, this would be a ___ sample

Gathering preliminary information that will help define the problem and suggest hypotheses is called:

If every population members' chances of being selected in a sample are unknown and members are chosen by some subjective process, this would a ___ sample

Dividing the actual number of respondents to a survey by the number of respondents targeted for the survey is called the:

Researchers want maximum response rates to help reduce non-response error. One thing that usually helps but is beyond researcher influence is:

In addition to defining the problems and research objectives, collective relevant data, developing and reporting the findings, and using the information, the marketing research process includes ____

What is wrong with the question, "Do you fly Southwest Airlines regularly?"

A scale that is comprised of a series of statements, each of which gives a possible characteristics about the subject, and followed by a range of agreement choices is a ____ scale

A scale that uses a series of bi-polar opposite descriptors about a subject is a ___ scale

Focus group interviewing is a major marketing research toll often used to gain insight into consumer thoughts and feelings. It is weak as a decision tool because the sample size is small and may be difficult to ____

Numbers that can only be used for identifying characteristics are ___ numbers

Number that can identify and rank order things are ___ numbers

Numbers that can identify, rank with equal distance but have no absolute zero are ___ numbers

Numbers that can identify, rank with equal distance and have an absolute zero are ____ numbers

The final step in the marketing research process involves

A good problem definition results in ___ and ____

Generally the least expensive way to enter a foreign country is through____

Rather than using the same or a modified product in international markets, a firm may instead do product_____

____ occurs when a domestic organization uses a third party to find foreign markets

Firms from partnerships with foreign markets through various types of a ___ ___

When firms enter foreign markets the two basic options are ____ or _____ of their market offering

Generally the most costly and riskiest way to enter foreign markets is through ___ _____

In choosing between greater standardization or greater adaptation, firms need to be knowledgable about ____

One form of joint ventures is to do ___

Entering foreign markets with an emphasis on using the same domestic produce and promotion is called a ____

If a firm producing a domestic product uses its marketing team to begin finding buyers in foreign markets, the firm would be engaged in ___

A firm may partner with a firm in foreign country to begin ____

If a firm keeps the same product but modifies its promotion in different countries, it would be doing ___

Selling intellectual property to another company is called ___

When a domestic firms and a foreign firm together establish a third company to conduct business, they would be involved in a ____

Firms that modify both their products and promotion messages in foreign countries that would be following a ____

Keeping a standard promotional message but altering the product in foreign countries that would be using a ___

Identifying different groups of buyers in the market is called:

Identifying which market segment a firm can serve best and most profitable is called market:

Identifying possible competitive advantages, choosing the right competitive advantage, selecting an overall positioning strategy and effectively communicating and delivering the right position are all part of:

Making a product different from those of competitors is:

One reason why market segmentation has become increasingly important is because of:

The most popular basis for segmenting markets is to use:

A "natural" form of segmentation is called ____ segmentation since different buyers often buy a product for different reasons

One characteristic that market segments should have to be viable segments is that they are __

Selecting to appeal to one target market and ignoring others is called ___ marketing

The most costly approach to markets is to practice market:

Changing the mental picture of a brand in the marketplace is called:

Offering "more for less" is one possible ____

The basic need being satisfied by a product exists at the ___

A group of related product items constitute a ___

Consumers are only willing to expend a minimal amount of effort to obtain _____

If consumers perceive minimal brand differences and want to compare brands based almost exclusively on price, these would be ___

___ is critical for convenience products

Exclusive distribution is most appropriate for ___

Only about __% of new products are really new in the way we normally use the word "new"

New products that require the greatest amount of consumer learning and behavior change to use them would be considered ____ innovations

The ____arises from the conflict between the need and the cost/risk of developing new products

Common reasons for the high failure rate of new consumer products once launched in the market include:

Both internal and external sources may help in ____

The first "weed-out" of new product ideas occurs during the ____ and evaluation stage of new product development

The product development stage of new product development usually requires a huge jump in ___

The type of test market that generally has the best predictability of future actual market behavior is a ___

Commercialization often requires a market ___

Services cannot be stored so no __ can be held

A service rendered and the service provider are ___ from each other

Gaining awareness and trial is an objective of the ___ stage of the PLC

Real product differences are most noticeable in the __ stage of the PLC

From a marketing perspective, the most critical group in gaining market acceptance is the ___

a ___ is a means of distinguishing products sold by different sellers

When CofC sells and apparel maker the right to put the name and logo on a t-shirt, that right is called ___

The intangible value of a brand beyond its asset value is ___

Nowadays, beyond protecting and containing a product, packaging must help ___ the product

Defending market share is an objective of the ___ stage of the PLC

During the ___ stage of the PLC, marketing support is reduced

In the adoption process, individuals go through, awareness, interest, ___, trial and adoption

A member of the first group to adopt a new product would be an __

The group most resistant to change are called ___

Relative advantage, ___, complexity, divisibility, and communicability are all product characteristics that influence that speed of adoption

A __ gives a brand legal protection

The part of a bran that can be vocalized is the ___

Using an existing brand name for a product is ___

Using a new brand name for a product added to an existing product line is called ___

A written statement of a seller's liabilities is ___