IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is not likely to be a step in IRI's research process?
A) Interpreting the research data
B) Collecting data
C) Implementing a new marketing mix based on research data
D) Designing the research project
E) Reporting data to T-Fal executives
Question 2 - General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. The firm is using _____ data.
A) internal
B) external
C) continual
D) government
E) economic
Question 3 - Frito Lay holds a contest for customers to submit ideas for new flavors of Lays potato chips. Which phase of product development does this represent?
A) Prototyping
B) Product development/testing
C) Commercialization
D) Product analysis
E) Idea generation
Question 4 - If Brazil enacts an import embargo on sugar from other countries, what is the most likely result?
A) Decrease in sugar imports
B) Increase in sugar imports
C) Increase in sugar exports
D) Devaluation of Brazilian currency
E) Less hostility between Brazil and nations who export sugar
Question 5 - A hospital conducts a series of focus groups with patients who had recently had outpatient surgery in order to gauge their level of satisfaction with various aspects of their experience. Which step of the research process does this represent?
A) Designing the research project
B) Gathering information
C) Defning the research goal
D) Interpreting the information
E) Using the data to make marketing decisions
Question 6 - Borden, Inc, wants to develop a new line of great-tasting, low-calorie, low-fat, and low-cholesterol processed cheese products. The managers are studying whether demand is strong enough and whether the new line will yield a favorable return on investment. The managers are currently in which phase of new product development?
A) Idea generation
B) Product development
C) Test marketing
D) Screening
E) Development and testing
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