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Marketing Research

Business

Quiz 23 :

Marketing-Mix Measures

Quiz 23 :

Marketing-Mix Measures

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The critical assumption of ASSESSOR is that preference data and purchase and repurchase decisions are valid predictors of what would actually happen in the marketplace
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True False
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Answer:

True

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All new product concepts are generated or identified as a result of uncovering unsatisfied needs or unsolved problems.
Free
True False
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Answer:

False

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A pre-emptive roll-out would be an appropriate alternative if there is considerable uncertainty about a product's chances of success.
Free
True False
Answer:

Answer:

False

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It is generally expected that a concept test will prove that a concept is sound or faulty or will demonstrate definitively how it should be altered.
True False
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When selecting areas for test markets, efforts should be made to test market in the minimum number of areas necessary to satisfy representation and validity requirements.
True False
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Need research is concerned with finding out how latent consumer needs can be aroused or how new needs can be created.
True False
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Strong evidence that a product will be successful should exist before a test market is attempted.
True False
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To test a new product concept, the researcher must obtain reactions from prospective customers.
True False
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The results of a product test are potentially more valid and reliable than those obtained in a concept testing situation, and for this reason an organization can justify a more complete and elaborate test.
True False
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In selecting test cities, a researcher should consider the degree to which a city is isolated from outside media.
True False
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Merging several concept alternatives into one test is inefficient, since it confuses respondents and results in inconclusive comparisons.
True False
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The laboratory test market includes a simulated store where respondents who have been exposed to advertising are asked to make purchases.
True False
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In a laboratory test, market repeat purchase is estimated by asking people after they try the new brand if they want to repurchase it.
True False
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In most cases, the dominant purpose of the concept test is a go/no-go decision based upon intention-to-buy response.
True False
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The disadvantage of store audit data in providing accurate sales figures is that it is sensitive to inventory fluctuations.
True False
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A CDSM controlled-distribution scanner market) provides no test of a new product's ability to gain distribution.
True False
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ABC Incorporated feels that there is a need for a new kind of vacuum cleaner in the market.To generate new product concepts, they have decided to invite twenty to thirty consumers to discuss the problems associated with the product-use situation.ABC is using benefit structure analysis to generate new product concepts.
True False
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In comparison to test markets, laboratory test markets are relatively expensive but they are faster and more variables can be tested.
True False
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ABC Incorporated is test marketing a product in some midwest cities. Salespeople in that area have stepped up their sales effort to ensure the maximum possible sales.The results of the test market can reliably be projected to the entire midwest region.
True False
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Test markets can be monitored to track competitive reactions and their impact on the market response.
True False
Answer:
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