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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.

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

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  • 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. CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010 QUESTIONS
  • 3. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1.
    • observations
    • patterns
    • insights
    • relationships
  • 4. Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. 2.
    • 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 potential determines maximum value of sales available to all firms in the industry.
  • 9. After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of: 7.
    • Observational research
    • Ethnographic research
    • Survey research
    • Behavioral research
  • 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.
    • Potential market
    • Target market
    • Available market
    • Penetrated market
  • 11. Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through: 9.
    • Expert opinion
    • Survey of buyer’s intention
    • Market-test method
    • Sales force opinion
  • 12. Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend? 10.
    • Convenience
    • Stratified random
    • Cluster
    • Judgment
  • 13. CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010 ANSWERS
  • 14. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1.
    • observations
    • patterns
    • insights
    • relationships
  • 15. Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. 2.
    • 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 potential determines maximum value of sales available to all firms in the industry.
  • 20. After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of: 7.
    • Observational research
    • Ethnographic research
    • Survey research
    • Behavioral research
  • 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.
    • Potential market
    • Target market
    • Available market
    • Penetrated market
  • 22. Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through: 9.
    • Expert opinion
    • Survey of buyer’s intention
    • Market-test method
    • Sales force opinion
  • 23. Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend? 10.
    • Convenience
    • Stratified random
    • Cluster
    • Judgment
  • 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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