Essentials of Marketing Research 4th Edition By Joseph Hair Jr. Test Bank

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Edition:  4th Edition

Format: Downloadable ZIP Fille

Resource Type: Test bank

Duration: Unlimited downloads

Delivery: Instant Download

Essentials of Marketing Research 4th Edition By Joseph Hair Jr. Test Bank

Chapter 01

Marketing Research for Managerial Decision Making

 

Multiple Choice Questions

1. Which of the following is true of marketing research?

A. It draws heavily on the social sciences both for methods and theory.

 

B. It is exclusively used by large businesses.

 

C. It solely relies on quantitative techniques.

 

D. It solely relies on qualitative techniques.

 

E. It involves management of the activities in a supply chain to maximize product value.

 

2. Test marketing _____.

A. identifies two or more segments within the market for a particular company’s products

 

B. provides information for decisions on product improvements and new-product introductions

 

C. includes choosing and evaluating locations, channels, and distribution partners

 

D. focuses on database development through optical scanning at the point of purchase

 

E. involves understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders

 

3. Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some people try out the product and then collects feedback from them to identify any problems with it. Which of the following is best exemplified in this scenario?

A. Curbstoning

 

B. Concept testing

 

C. Perceptual mapping

 

D. Behavioral targeting

 

E. Branded “black-box” methodology

 

4. Which of the following is a technique that is used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions?

A. Retailing wheel

 

B. Optical scanning

 

C. Store image studies

 

D. Perceptual mapping

 

E. Behavioral targeting

 

5. Which of the following pertains to the creation of a perceptual map?

A. Retailers focus on database development through optical scanning at the point of purchase.

 

B. Marketers have to work on branding of both new and existing products.

 

C. Marketing research considers the total performance of a promotional program as each effort often affects others in the promotional mix.

 

D. Consumers have to indicate how similar or dissimilar a group of relevant brands or products is to each other.

 

E. Consumer behavior activities embedded in a cultural context are studied by marketers using ethnographic research.

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