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CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
Mark Anthony A. ValinoAteneo Graduate School of Business
05.25.2010
TOP 10 LEARNING QUESTIONS
CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
Mark Anthony A. ValinoAteneo Graduate School of Business
05.25.2010
QUESTIONS
Marketing research aims to produce _______ into the customers’ attitudes and buying behavior.
1.
a. observationsb. patternsc. insightsd. relationships
Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance.
2.
a. classifyb. quantifyc. verifyd. simplify
The marketing research process involves the following steps, except:
3.
a. Defining a problemb. Collecting informationc. Validate informationd. Making a decision
The following are ways to collect primary data, except:
4.
a. Surveysb. Focus group discussionc. Published datad. Experiments
Which of the following is FALSE?5.
a. Personal interview is the least versatile contacting method.
b. Telephone interview is the best method for gathering information quickly.
c. Mail questionnaire response is high.d. Online interview replaces traditional
methods of research.
Which of the following is TRUE?6.
a. Industry sales and market shares estimate future demand.
b. Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns.
c. Sales force opinions measures current demand.
d. Area market potential determines maximum value of sales available to all firms in the industry.
After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of:
7.
a. Observational research b. Ethnographic researchc. Survey researchd. Behavioral research
Unilever plans to launch a first-of-its-kind beauty product. It wants to measure the set of consumers who will be interested. Its appointed market researcher should measure:
8.
a. Potential marketb. Target marketc. Available marketd. Penetrated market
Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through:
9.
a. Expert opinionb. Survey of buyer’s intentionc. Market-test methodd. Sales force opinion
Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend?
10.
a. Convenienceb. Stratified randomc. Clusterd. Judgment
CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
Mark Anthony A. ValinoAteneo Graduate School of Business
05.25.2010
ANSWERS
Marketing research aims to produce _______ into the customers’ attitudes and buying behavior.
1.
a. observationsb. patternsc. insightsd. relationships
Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance.
2.
a. classifyb. quantifyc. verifyd. simplify
The marketing research process involves the following steps, except:
3.
a. Defining a problemb. Collecting informationc. Validate informationd. Making a decision
The following are ways to collect primary data, except:
4.
a. Surveysb. Focus group discussionc. Published datad. Experiments
Which of the following is FALSE?5.
a. Personal interview is the least versatile contacting method.
b. Telephone interview is the best method for gathering information quickly.
c. Mail questionnaire response is high.d. Online interview replaces traditional
methods of research.
Which of the following is TRUE?6.
a. Industry sales and market shares estimate future demand.
b. Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns.
c. Sales force opinions measures current demand.
d. Area market potential determines maximum value of sales available to all firms in the industry.
After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of:
7.
a. Observational research b. Ethnographic researchc. Survey researchd. Behavioral research
Unilever plans to launch a first-of-its-kind beauty product. It wants to measure the set of consumers who will be interested. Its appointed market researcher should measure:
8.
a. Potential marketb. Target marketc. Available marketd. Penetrated market
Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through:
9.
a. Expert opinionb. Survey of buyer’s intentionc. Market-test methodd. Sales force opinion
Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend?
10.
a. Convenienceb. Stratified randomc. Clusterd. Judgment
CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
Mark Anthony A. ValinoAteneo Graduate School of Business
05.25.2010
TOP 10 LEARNING QUESTIONS