In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________.
a. a narrow conception of the research
b. uneven caliber of researchers
c. poor framing of the problem
d. late and occasional erroneous findings
e. personality and presentation differences
Answer: c
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Conducting Marketing Research and Forecasting Demand
- In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Barriers to the use of marketing research include all of the following EXCEPT ________.
- A ________ has been defined as being a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
- One of the biggest obstacles to conducting international research is ________.
- All of the following are considered to be advantages of online research EXCEPT that ________.
- Online research has grown significantly in the past several years. It is estimated that ________ of all survey-based research was done online in 2006.
- Which of the following is considered to be the most versatile of the questioning or interviewing methods?
- If a marketing researcher wished to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers, he or she should choose the ________ as the best way to reach people.
- If a researcher finds and interviews a prescribed number of people in each of several categories, the researcher is using the ________ sampling method.
- If a marketing researcher selects the most accessible population members, he or she would have selected the ________ sampling method.
- If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand, the marketing researcher is using the ________ approach.
- Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?
- A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.
- Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.
- The most common instrument used to collect primary data is the ________.
- All of the following are rules of thumb for questionnaire design EXCEPT ________.
- Companies undertake surveys to learn about people's knowledge, ________, preferences, and satisfaction and to measure these magnitudes in the general population.
- A ________ is a gathering of 6 to 10 people who are carefully selected based on certain demographic, psychographic, or other considerations and brought together to discuss at length various topics of interest.
- The first step in the marketing research process is to ________.
- All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.
- If a marketing research firm were also known as a field-service firm (e.g., it sells its field interviewing services to other firms), it would be called a ________.
- Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?
- Companies normally budget marketing research at ________ of company sales.
- Marketers are increasing being held accountable for their ________ and must be able to justify marketing expenditures to senior management.
- Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.