Top 10 Qs: Marketing Research and Forecasting Demand

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Top 10 Qs culled from Marketing Management by Kotler, Chapter 4 on Marketing Research and Forecasting Demand.

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Top 10 Qs: Marketing Research and Forecasting Demand

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

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