What type of research design should a marketing researcher use to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, where do they buy, when do they buy, and who is the competition?
a. Exploratory research
b. Causal research
c. Basic research
d. Descriptive research
e. None of the above.
Question 2The standard test market plays a vital role when
a. a firm wishes to test its ability to actually sell to the trade and get distribution for the product.
b. the capital investment is large.
c. the firm is entering a new territory.
d. Both a and b.
e. a, b, and c.
Question 3Which of the following is FALSE regarding popular standard test market cities?
a. They are demographically representative of the larger market in which the product will be ultimately sold.
b. They should be geographically isolated from other cities.
c. They should be located centrally within the U.S.
d. They should be large enough that they have multiple media outlets of their own.
e. They should possess a sufficient number of the right kind of retail outlets.
Question 4Disadvantages of standard test markets include all of the following EXCEPT
a. cost.
b. time.
c. security.
d. All of the above are problems associated with standard test markets.
e. None of the above represents problems with standard test markets.
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