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Top 10 Qs: Marketing Research and Forecasting Demand
 

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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    Top 10 Qs: Marketing Research and Forecasting Demand Top 10 Qs: Marketing Research and Forecasting Demand Presentation Transcript

    • CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010 TOP 10 LEARNING QUESTIONS
    • CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010 QUESTIONS
    • Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1.
      • observations
      • patterns
      • insights
      • relationships
    • Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. 2.
      • classify
      • quantify
      • verify
      • simplify
    • The marketing research process involves the following steps, except: 3.
      • Defining a problem
      • Collecting information
      • Validate information
      • Making a decision
    • The following are ways to collect primary data, except: 4.
      • Surveys
      • Focus group discussion
      • Published data
      • Experiments
    • 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.
    • 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.
    • 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
    • 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
    • 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
    • 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
    • CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010 ANSWERS
    • Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1.
      • observations
      • patterns
      • insights
      • relationships
    • Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. 2.
      • classify
      • quantify
      • verify
      • simplify
    • The marketing research process involves the following steps, except: 3.
      • Defining a problem
      • Collecting information
      • Validate information
      • Making a decision
    • The following are ways to collect primary data, except: 4.
      • Surveys
      • Focus group discussion
      • Published data
      • Experiments
    • 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.
    • 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.
    • 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
    • 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
    • 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
    • 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
    • CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010 TOP 10 LEARNING QUESTIONS