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Factors that are individual characteristics and traits such as age, life stage, economic situations and personality

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13) What is the definition of marketing research?A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem.B) The process of designing experiments that provides decision makers with causal information.C) The process of analyzing existing information so decision makers can make better decisions.D) The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

22) In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research?A) Generating and identifying potential marketing actionsB) Generating, refining, and evaluating potential marketing actionsC) Identifying marketing opportunities and problemsD) Identifying market problems and generating marketing actions

32) General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that:A) Marketing research does not always provide management with the right answer.B) Marketing research does not provide correct answers most of the time.C) Management should question the methods used to conduct product market research.D) Marketing research is not as reliable as management's intuition.

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