Top 10 Learning Q's: Market Research and Forecasting Demand

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Top 10 Learning Questions. Kotler's Marketing Management book, Chapter 4 on Market Research and Forecasting Demand.

Top 10 Learning Questions. Kotler's Marketing Management book, Chapter 4 on Market Research and Forecasting Demand.

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  • 1. TOP 10 LEARNING QUESTIONS
    CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
    Mark Anthony A. Valino
    Ateneo Graduate School of Business
    05.25.2010
  • 2. QUESTIONS
    CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
    Mark Anthony A. Valino
    Ateneo Graduate School of Business
    05.25.2010
  • 3. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior.
    1.
    observations
    patterns
    insights
    relationships
  • 4. 2.
    Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance.
    classify
    quantify
    verify
    simplify
  • 5. The marketing research process involves the following steps, except:
    3.
    Defining a problem
    Collecting information
    Validate information
    Making a decision
  • 6. The following are ways to collect primary data, except:
    4.
    Surveys
    Focus group discussion
    Published data
    Experiments
  • 7. Which of the following is FALSE?
    5.
    Personal interview is the least versatile contacting method.
    Telephone interview is the best method for gathering information quickly.
    Mail questionnaire response is high.
    Online interview replaces traditional methods of research.
  • 8. Which of the following is TRUE?
    6.
    Industry sales and market shares estimate future demand.
    Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns.
    Sales force opinions measures current demand.
    Area market potentialdetermines maximum value of sales available to all firms in the industry.
  • 9. 7.
    After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of:
    Observational research
    Ethnographic research
    Survey research
    Behavioral research
  • 10. 8.
    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:
    Potential market
    Target market
    Available market
    Penetrated market
  • 11. 9.
    Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through:
    Expert opinion
    Survey of buyer’s intention
    Market-test method
    Sales force opinion
  • 12. 10.
    Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend?
    Convenience
    Stratified random
    Cluster
    Judgment
  • 13. ANSWERS
    CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
    Mark Anthony A. Valino
    Ateneo Graduate School of Business
    05.25.2010
  • 14. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior.
    1.
    observations
    patterns
    insights
    relationships
  • 15. 2.
    Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance.
    classify
    quantify
    verify
    simplify
  • 16. The marketing research process involves the following steps, except:
    3.
    Defining a problem
    Collecting information
    Validate information
    Making a decision
  • 17. The following are ways to collect primary data, except:
    4.
    Surveys
    Focus group discussion
    Published data
    Experiments
  • 18. Which of the following is FALSE?
    5.
    Personal interview is the least versatile contacting method.
    Telephone interview is the best method for gathering information quickly.
    Mail questionnaire response is high.
    Online interview replaces traditional methods of research.
  • 19. Which of the following is TRUE?
    6.
    Industry sales and market shares estimate future demand.
    Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns.
    Sales force opinions measures current demand.
    Area market potentialdetermines maximum value of sales available to all firms in the industry.
  • 20. 7.
    After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of:
    Observational research
    Ethnographic research
    Survey research
    Behavioral research
  • 21. 8.
    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:
    Potential market
    Target market
    Available market
    Penetrated market
  • 22. 9.
    Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through:
    Expert opinion
    Survey of buyer’s intention
    Market-test method
    Sales force opinion
  • 23. 10.
    Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend?
    Convenience
    Stratified random
    Cluster
    Judgment
  • 24. TOP 10 LEARNING QUESTIONS
    CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND
    Mark Anthony A. Valino
    Ateneo Graduate School of Business
    05.25.2010