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Exam 2: Marketing Research: Process and Systems for Decision Making

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Question 41

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Which of the following factors is most likely to invalidate test marketing study results?

A) When test marketing areas are representative of and proportionate to the market in general
B) When the test-market period is so long that it can determine whether the product will be repurchased by customers
C) When test stores provide complete support to the study
D) When test-market products are advertised beyond a profitable level for the market in general

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Question 42

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An advantage of using focus groups to conduct market research is that:

A) they are flexible to use in a marketing study.
B) they do not require expert moderators.
C) they have a broad geographic dispersion.
D) they prevent moderator bias.

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Question 43

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Which of the following best describes external information for marketing decision support systems?

A marketer of yo-yos wants to know how an increase in price will affect its sales. It uses a test store where it increases the price of the yo-yos by fifteen percent and then studies its impact on sales. Comparing its sales in the test store with those in other stores provides information about the likely impact of a price change in the overall market. Identify the type of market research method most likely used in this scenario.

In the past, marketing researchers were not extensively involved in:

The stage of performance of research involves:

Redstone Inc. manufactures and markets computer games. Its latest game, Warrior Xero, is designed specifically for teenagers. The company recently implemented a free trial where they invited teenagers to their office to play the game. After the free trial, the company's market research executives conducted discussion sessions with the teenagers to gain insights into the product and whether any changes needed to be made. The research conducted by Redstone Inc. best exemplifies _____.

Jeremy, the manager at Orion department store, has noticed fluctuations in the sales of certain products after a change in the store layout. While certain products have shown an increase in sales, the sales of some other products have declined considerably. Jeremy wants to note the areas of the store that customers frequent and those that they avoid. He hopes to gain sufficient insight in order to create a better store layout and get sales back to normal. In this scenario, Jeremy is most likely to use the method of _____.

A test marketing study result could be invalidated when:

The first step in the research process is:

Which of the following statements is true of secondary data?

Charles and Steve are business partners who want to start a publishing house. Both partners thoroughly research the market before proceeding with the planning. They believe that the research results guarantee that the new business will be successful. Which of the following will help Charles and Steve interpret their research results accurately?

Marketeers Inc. conducts research to determine the reaction of its employees to certain organizational changes that have recently been implemented. The company wants detailed and personalized responses from a small number of participants in the company. It is willing to spend a large amount of money to get meaningful results. In this scenario, which data collection method will most likely give Marketeers Inc. the data it requires?

Which of the following is a benefit of observation as a method of data collection?

M&N Inc., a cosmetics company, recently launched a marketing initiative for its line of organic cosmetics. Its marketing team undertook a campaign where it invited women to sample the cosmetics in malls and then asked them to fill questionnaires about the cosmetics. Which of the following methods of collecting data did the marketing team of M&N utilize in this scenario?

Which of the following steps of the marketing research process is crucial because it influences the type of research to be conducted and the research design?

Which of the following is a benefit of using projective techniques as a method of data collection?

In marketing information systems, database management software:

Which of the following statements is NOT true of the ethical responsibilities of marketing researchers toward their clients?

Which of the following exemplifies an internal source of data that could be used by a marketing decision support system?