A series of increasingly more specific why questions can reveal consumer motivation

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Marketing Management, 15e (Kotler)

Chapter 4 Conducting Marketing Research

1) ________ provide diagnostic information about how and why we observe certain effects in the

marketplace, and what that means to marketers.

A) Marketing insights

B) Marketing metrics

C) Marketing channels

D) Marketing information systems

E) Marketing-mix models

Answer: A

2) ________ is the systematic design, collection, analysis, and reporting of data and findings

relevant to a specific marketing situation facing the company. (중요)

A) Marketing communications

B) Internal marketing

C) Marketing research

D) Market segmentation

E) Marketing planning

Answer: C

3) Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey.

Every weekend, she makes it a point to visit the other salons in Franklin to find out about the

beauty services they offer to customers. Anne is attempting to conduct market research by

________.

A) studying customer behavior

B) forming alliances with competing firms

C) using experimental research techniques

D) checking out rivals

E) tapping into marketing partner expertise

Answer: D

4) Which of the following types of marketing research firms gathers consumer and trade

information and then sells it for a fee (e.g., Nielsen Company)?

A) custom marketing research firms

B) syndicated-service research firms

C) specialty-line marketing research firms

D) generic marketing research firms

E) focused marketing research firms

Answer: B

5) Amity Inc. is a firm which collects and processes household data and sells it to other firms

which produce consumer durables. Amity is an example of a ________ research firm.

A) custom marketing

B) specialty-line marketing

C) syndicated-service

D) generic marketing

1

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10 / 10 ptsQuestion 8According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation andconsumers' deeper, more abstract goals.projectionbrand personificationword associationvisualisingladdering

10 / 10 ptsQuestion 9Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growthpatterns in the local area withparticularinterest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.

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10 / 10 ptsQuestion 10________ approach uses concepts and tools from anthropology and other social science disciplines to providedeepcultural understandingof how people live and work.

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Attempt 1Question 15 / 5 pointsAccording to the concept of __________, a series of increasingly more specific "why" questionscan reveal consumer motivation and consumers' deeper, more abstract goals.Question options:a) word associationb) projectionc) visualizingd) laddering

Question 25 / 5 pointsThe marketing research process begins by:Question options:

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Question 35 / 5 pointsThe __________ market is the set of consumers with an adequate interest, income, and access toa particular offer.

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