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Exam 1: The Role of Marketing Research

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Question 1

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Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.

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B) False

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Question 2

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Describe the differences among a product-oriented firm, a production-oriented firm, and a marketing-oriented firm and explain the role that marketing research plays in each.

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A product-oriented firm prioritizes deci...

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Question 3

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A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing.Which type of research is being performed?

The determination of the need for marketing research centers on time constraints, the availability of data, the nature of the decision to be made and ?

The application of the scientific method in searching for truth about marketing phenomena is known as ____________________.

Research that attempts to verify a theory but which is not intended to solve any specific business problem is known as ____________________ research.

An organization is attempting to decide whether to add home delivery to its customer service options.Which type of research would be most effective?

Discuss the factors that influence whether or not marketing research is needed.

The two types of marketing research based on the specificity of its purpose are called ____________________ and ____________________.

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed.Which factor is the determinant of the need for marketing research in this case?

Using data indicating the total positive or negative mentions of a brand on the internet to assess and understand the strength of the brand is called ____________________________

A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.

A business with a(n)____________________ orientation recognizes that multiple parties are affected by firm decisions and selects market segments with a concern for its public persona.

When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific method.

AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services.Which type of research was likely used to find this information?

The application of the scientific method in searching for the truth about marketing phenomena is known as ____.

Marketing research should not be used by non-profit organizations.

Define the scientific method and list the steps involved in implementing it.

All marketing research involves the use of the______________?

In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken.