CH 1 INTRO

Question 1

FUNDAMENTAL RESESEARCH

Answer 1

SEEKS TO ENEND THE BOUNDARIES OF KNOWLEDGE IN A GIVEN AREA AND DOESN’T NECESSARILY SOLVE YOUR IMMEDIATE PROBLEMS

Question 2

APLIED RESEARCH

Answer 2

GATHERS INFORMATION TO SOLVE A SPECIFIC PROBLEM OR SET OF PROBLEMS. YOU USE THIS INFORMATION OT TUNE UOUR BUSINESS PLANM FOCUS YOUR ADVERTISING CAMPAIGN, OR IMPROVE UYOUR PRODUCT

Question 3

MARKETING RESEARCH FOCUSES ON UNDERSTANDING THE ___, THE ____, AND THE ____

Answer 3

CUSTOMER, CMPANY, AND COMPETITION

Question 4

WHAT INFLUENCES MKTG RESEARCH

Answer 4

INFLUENCED BY COMPETITORS AND HOW THIR PRODUCTS ARE RECIEVED BY YOUR MARKET. THIUS YOU MUST CLEARLY IDENTIFY THE CUSTOMER, COMPANY, AND COMPETITION BEFORE DEVELOPING A RESEARCH PROJECT.

Question 5

FACTORS TO CONSIDER BEFORE BEGINNING RESEARCH

Answer 5

CUST AMD COMP, AWARENESS AND IMAGE OF PRODUCT, PRODUCT USAGE, UNDIAGNOSED PROBLEMS WITH YOUT PRODUCT, CUST DESIRES AND NEEDS FOR NEW PRODUCT

Question 6

T1 MKTG SURVEY: MARKET DESCRIPTINO SURVEYS

Answer 6

DETERMINE THE SIZE AND RELATIVE MARKET SHARE OF THE MARKET,. PROVIDE KEY INFO ABT MARKET GROWTH, COMP POSITIONING, AND SHARE OF MARKET

Question 7

T2 MKTG SURVEY: MKTG PROILING SEGMENTATION SURVEYS

Answer 7

IDENTIFY CUST AND NON CUSTS, AND WHY THEY ARE OR ARE NOT YOUR CUST. OFTEN A DESCRIPTIVE MKTG SEGMENTATION AND MARKET SHARE ANALYSIS

Question 8

T3 MKTG SURVEY: STAGE IN THE PURCHASE PROCESS/TRACK SURVEYS

Answer 8

WHERE IS THE CUST IN THE ADOPTION PROCESS? SHOWS MKTG AWARENESS, KNOWLEDGE, INTENTION, TRIAL, PURCHASE, REPURCHASE OF THE PRODUCT

Question 9

T4 MKTG SURVEY: CUST INTENTION - PURCHASE ANALYSIS SURVEYS

Answer 9

CUST MOTIVATION TO MOVE FROM INTEREST IN THE PRODUCT TO ACTUAL PURCHASE. KEY TO UNDERSTANDING CUST CONVERSION, COMMITMENT, AND LOYALTY

Question 10

T5 MKTG SURVEY: CUST ATTITUDES AND EXPECTATIONS SURVEY

Answer 10

DOES THE PRODUCT MEET CUST EXPECTATIONS? ATTITUDES FORMED ABOUT THE PRODUCT AND/OR COMP. IMPROVE ADS, CUST CONVERSION, COMMITMENT, AND LOYALTY

Question 11

T6 MKTG SURVEY: CUST TRUST - LOYALTY - RETENTION ANALYSIS SURVEY

Answer 11

DEPTH OF CONSUMER ATTITUDES FORMED ABOUT THE PRODUCT AND/OR COMP. ESP FOR HIGH PRICED CONSUMER GOODFS WITH LONG DECISION AND PURCHASE PROCESSES

Question 12

T7 MKTG SURVEY: NEW PRODUCT CONCEPT ANALYSIS SURVEY

Answer 12

APPR IN THE INITIAL SCREENING OF NEW PRODUCT CONCEPTS. LIKES AND DISLIKES, ACCEPTABILITY AND LIKELIHOOD OF PURCHASE ARE ESP USEFUL MEASURES

Question 13

T8 MKTG SURVEY: NEW PRODUCT ACCEPTANCE AND DEMAND SURVEYS (COJOINT ANALYSIS)

Answer 13

EST DEMAND FOR NEW PRODUCT DESCRIPTIONS, GRAPHICS, OR PROTOTYPES

Question 14

T9 MKTG SURVEY: HABITS AND USES SURVEYS

Answer 14

UNDERSTANDING USAGE SITUATIONS, INCLUDING HOW, WHEN AND WHERE THE PRODUCT IS USED. MAY INCLUDE A REAL OR VIRTUAL AUDIT

Question 15

T10 MKTG SURVEY: PRODUCT FULFILLMENT SURVEY

Answer 15

EVALUATION OF PROMISED ATTRIBUTES AND FEATURES BENEFITS (BOTH TANGIBLE AND INTANGIBLE) ARE EXPECTATIONS PRODUCED BY ADVERTISING, PACKAGING, AND PRODUCT APPEARANCE FULFILLED?

Question 16

T11 MKTG SURVEY: COMP PRODUCT AND MARKET POSITIONING

Answer 16

“BEST PRACTICES” STUDY OF :HOW DOES THE MARKET VIEW US RELATIVE TO THE COMP?” COMPARES ATTRIBUTES OF THE PRODUCT

Question 17

T12 MKTG SURVEY: BRAND EQUITY SURVEYS

Answer 17

WHAT IS THE PSYCH VALUE THAT A BRAND HOLDS IN THE MKTGPLACE? A COMPOSITE OF BRAND AWARENESS, BRAND EQUITY, BRAND ASSOCIATIONS, AND BRAND LOYALTY MEASURES

Question 18

T13 MKTG SURVEY: ADVERTISING VALUE IDENTIFICATION AND ANALYSIS

Answer 18

MAPPING THE HIERARCHICAL ATTRIBUTES, BENEFITS AND VALUES ASSOCIATED WITH AND PORTRAYED BY AN ADVERTISEMENT. MEANS-END ANALYSIS IS OFTE PART OF THIS TYPE OF STUDY

Question 19

T14 MKTG SURVEY: ADVERTISING MEDIA AND MESSAGE EFFECTIVENESS

Answer 19

IDENTIFIES THE IMPRESSIONS, FEELINGS, AND EFFECTIVENESS IN MOVING THE RESPONDENT TO A DESIRED GOAL (INCREASED AWARENESS, PRODUCT INFO, TRIAL, REPEAT PURCHASE)

Question 20

T15 MKTG SURVEY: SALES FORCE EFFECTIVENESS

Answer 20

SALES ACTIVITIES, PERFORMANCE, AND EFFECTIVENESS IN PRODUCING THE DESIRED AND MEASURABLE EFFECT OR GOAL. OFTEN MEASURED IN A 360DEGREE SURVEY COMPLETED BY THE SALES PERSON, THE CLIENT (EVALUATING THE SALES CALL) AND THE SUPERVISOR RESPONSIBLE FOR EVALUATING THE SALES PERSON

Question 21

T16 MKTG SURVEY: SAKES LEAD GENERATION

Answer 21

1. TIMELY USE DN FOLLOW UP SALES LEADS
2. QUALIFYING SALES LEADS (THEREBY SAVING VALUABLE SALES FORCE TIME
3. PROVIDING MORE EFFECTIVE TRACKING OD SALES LEADS

Question 22

T17 MKTG SURVEY: CUSTOMER SERVICE

Answer 22

FOCUSES IN DETAIL ON THE ACTUAL CUSTOMER SERVICE THAT WAS RECEIVED, THE PROCESS INFOLVED IN RECEIVING THAT SERVICE, AND THE EVALUATION OF THE PARTICIPANTS IN THE SERVICE PROCESS

Question 23

T18 MKTG SURVEY: CUSTOMER SERVICE REPRESENTATIVE (CSR) SURVEY - ATTITUDES, BURNOUT, TURNOVER, AND RETENTION

Answer 23

CUSTOMER SERVICE REPS HOLD ATTITUDES THAT REFLECT ON THEIR JOB RELATED ACTIVITIES INCLUDING (1) THE ALLOCATION OF TIME (2) SOLUTIONS TO CUST NEEDS (3) HOW TO IMPROVE THEIR JOB (4) BEST PRACTICES (5) HOW WELL INTERNAL DEPARTMENTS HELP CUST. FUCES ON REDUCING COSTS AND INCREASING THE QUALITY OF CUST RELATIONSHIPS

Question 24

T19 MKTG SURVEY: SALES FORECASTING AND MARKET TRACKING SURVEYS

Answer 24

EXPERTS ESTIMATES OF THE MARKET, JUDGEMENT BOOTSTRAPPING (EXPERTS BASED RULES DESCRIBING HOW TO USE AVAILABLE SECONDARY MARKET INFO), COJOINT ANALYSIS (ESTIMATION OF CONSUMER CHOICE PREFER ENCES), AND SELF REPORTED INTENTIONS TO MAKE FUUTRE PURCHASES

Question 25

T20 MKTG SURVEY: PRIE SETTING SURVEYS AND ELASTICITY OF DEMAND ANALYSIS

Answer 25

ESTIMATES OF DEMAND ELASTICITY, OPTIMAL PRICE POINTS, AND PRICE TOO LOW OR TOO HIGH. ESTIMATES FOR DIFFERENT PRODUCT SERVICE SEGMENTS OR USAGE SITUATIONS

Question 26

RESEARCH PROCESS STAGE

Answer 26

1. PROBLEM FORMULATION 2. COST VALUE ANALYSIS 3. METHOD OF INQUIRY 4. RESEARCH DESIGN 5. DATA COLLECTION DESIGN 6. PLANNING AND SURVEY DESIGN 7. DATA COLLECTION 8. ANALYZING/INTERPRETING DATA 9. RESEARCH REPORT

Question 27

STAGE 1: FORMULATING THE PROBLEM

Answer 27

IN MANY WAYS, RESEARCH STARTS WITH A PROBLEM THAT MANAGEMENT IS FACING. management problems focuses on an action whereas research problems focuses on providing the information you need in order to solve the mangement problem

Question 28

6 BASIC RESEARCH ISSUES: (1) ASKING THE RIGHT QUESTIONS

Answer 28

THIS IS THE ESSENCE OF THE PROJECT DESIGN AND THE HEART OF PROPER PLANNING. EVERY PORJECT IS UNIQUE, NAD AS SUCH, MUST BE TAILORED TO THE USERS' NEEDS

Question 29

6 BASIC RESEARCH ISSUES: (2) ASK THE RIGHT PEOPLE

Answer 29

THE GOAL OF SAMPLE DESIGN SHOULD BE THE ONLY THOSE PEOPLE WHO ARE OF INTERST TO THE RESEARCHER ARE CONTRACTED, ADN THOSE CONTRACTED ARE REPRESENTATIVE OF THE GROUP OF INTEREST

Question 30

6 BASIC RESEARCH ISSUES: (3) ASK QUESTIONS THE RIGHT WAY

Answer 30

IT IS NOT ENOGUH TO BE ABLE TO ASK THE RIGHT QUESTIONS, THEY MUST E ASKED THE RIGHT WAY. IF THE WORDING OF THE QUESTION IS NOT CLEAR TO THE RESPONDENTS, THE RESULTS WILL BE USELESS. PRETESTING THE QUESTIONNAIRE IS CRUCIAL FOR ENSURING THAT THE RESPONSES ARE THE ONES NEEDED

Question 31

6 BASIC RESEARCH ISSUES: (4) OBTAIN ANSWERS TO QUESTIONS

Answer 31

DATA COLLECTED IS CENTRAL TO ALL MARKETING RESEARCH. THE TECHNIQUE USED SHOULD MINIMIZE NONRESPONSE WHILE MAXIMIZING RESPONSE

Question 32

6 BASIC RESEARCH ISSUES: (5) RELATE ANSWERS TO THE NEED OF THE RESEARCH UNER/CLIENT

Answer 32

DATA SELDOM SPEAKS FOR ITSELF.COMMON SENSE IS A VALUABLE TOOL FOR THE RESEARCHER WHEN CONSIDERING ALT ANALYSIS APPROACHES FOR ANY PROJECT