MKT205S- Chap 4, 5

Question 1

What is the definition of marketing research?

Accepted Answer

Design, collection, analysis, and reporting of data

Question 2

Which activity BEST represents the "implementing the research plan" stage of the marketing research process?

Accepted Answer

Conducting online surveys with target consumers.

Question 3

Which of the following factors does NOT influence the adoption of a new product?

Accepted Answer

Selective Attention

Question 4

According to Maslow's Hierarchy of Needs, which level is Eve focused on if she struggles with hunger and shelter?

Accepted Answer

Physiological

Question 5

Marketing intelligence involves the collection of information from which of the following?

Accepted Answer

Publicly available information

Question 6

A marketer using lifestyle segmentation would consider which of the following?

Accepted Answer

Activities, interests, and opinions

Question 7

Which of the following best defines "opinion leaders"?

Accepted Answer

People who have extensive product knowledge and influence others

Question 8

Secondary data is defined as:

Accepted Answer

Data that already exists and was collected for another purpose

Question 9

After data collection, researchers typically:

Accepted Answer

Present the findings to management

Question 10

Which of the following is NOT an internal data source?

Accepted Answer

Trade publications

Question 11

Which type of research gathers preliminary information?

Accepted Answer

Exploratory research

Question 12

What type of buying behavior is characterized by high involvement and significant differences between brands?

Accepted Answer

Complex Buying Behavior

Question 13

Which of the following scenarios BEST represents someone striving to fulfill their esteem needs according to Maslow?

Accepted Answer

Working hard to earn a promotion and recognition for their achievements.

Question 14

What is the main purpose of causal research?

Accepted Answer

To test cause-and-effect relationships

Question 15

According to Maslow's hierarchy, which need must be satisfied first?

Accepted Answer

Physiological

Question 16

A strong sense of belonging and connection with others fulfills which level of Maslow's hierarchy?

Accepted Answer

Social

Question 17

A company notices a decline in sales for one of its products. What should the marketing team do first?

Accepted Answer

Define the problem and research objectives related to the sales decline.

Question 18

Descriptive research is primarily used to:

Accepted Answer

Describe market potential and consumer demographics

Question 19

What is the last step in the marketing research process?

Accepted Answer

Interpreting and reporting the findings

Question 20

What is "Cognitive Dissonance" in the buyer decision process?

Accepted Answer

The discomfort caused by post-purchase conflict

Question 21

What is meant by "buyer’s black box" in consumer behavior?

Accepted Answer

A psychological space where marketing inputs are processed into responses

Question 22

It is most accurate to say that secondary data are ________.

Accepted Answer

not always very usable

Question 23

Which of the following is an example of primary data?

Accepted Answer

Customer surveys

Question 24

Which is NOT one of the five stages in the buyer decision process?

Accepted Answer

Product development

Question 25

What does the Marketing Information Ecosystem (MIE) include?

Accepted Answer

People, processes, and assets

Question 26

Which of the following is an example of a reference group?

Accepted Answer

A group of coworkers who influence each other’s fashion choices

Question 27

Dave is driven by a desire to learn new skills and reach his full potential. According to Maslow, this is ___.

Accepted Answer

Self-actualization needs

Question 28

What is the primary goal of managing marketing information?

Accepted Answer

Gain customer insights

Question 29

What is an example of habitual buying behavior?

Accepted Answer

Choosing a brand of salt out of habit without much thought

Question 30

Which type of question allows respondents to answer in their own words?

Accepted Answer

Open-ended question

Question 31

Which of the following is NOT one of the major factors influencing consumer behavior?

Accepted Answer

Economic

Question 32

What is the first step in the marketing research process?

Accepted Answer

Defining the problem and research objectives

Question 33

What type of sampling ensures every population member has a known chance of being included?

Accepted Answer

Probability sample

Question 34

Which of the following statements about the adoption process for new products is FALSE?

Accepted Answer

Trialability refers to how well an innovation fits with a consumer’s values

Question 35

Which of the following is the correct order of stages in the Buyer Decision Process?

Accepted Answer

NR, IS, EOA, PD, PB

Question 36

Culture is best described as:

Accepted Answer

Set of values, perceptions, wants, and behaviors learned by a member

Question 37

In a questionnaire, the first questions should be:

Accepted Answer

Interesting and easy

Question 38

After defining the research objective for a new product launch, what is the NEXT step in the marketing research process?

Accepted Answer

Develop the research plan for collecting information.

Question 39

A company offers its employees health insurance and a comfortable working environment. According to Maslow, this is ___

Accepted Answer

Safety needs

MKT205S- Chap 4, 5

Questions 39

MKT205S- Chap 4, 5

Questions 39