Which Statement Concerning Marketing Research Is Most Accurate

question 254

Multiple Choice

Which statement concerning marketing research is most accurate?

• A) The primary purpose of marketing research is to collect data for historical purposes.
• B) When collecting marketing research, people may be reluctant to tell you what you want to know.
• C) Marketing research, if done properly, will always result in a positive marketing result.
• D) People are just as able to give accurate information about products they have only heard about as those they have actually used.
• E) Among those people who participate in market research studies, there is an almost perfect correlation between a respondent's stated intentions and his/her actual buying behavior.

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Definitions:

Private Branding

A branding strategy used when a company manufactures products but sells them under the brand name of a wholesaler or retailer. Also called private labeling or reseller branding.

Mixed Branding

A branding strategy where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market.

U.S. Food and Drug Administration

A federal agency of the United States Department of Health and Human Services, responsible for protecting public health by ensuring the safety and efficacy of drugs, biological products, and medical devices.

Heartwise Cereal

A fictional or specific brand of cereal marketed for its cardiovascular health benefits.