CHAPTER 4: CONDUCTING  MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05...
CHAPTER 4: CONDUCTING  MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05...
Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1. <ul><li>observations </li...
Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. 2. <ul...
The marketing research process involves the following steps, except: 3. <ul><li>Defining a problem </li></ul><ul><li>Colle...
The following are ways to collect primary data, except: 4. <ul><li>Surveys </li></ul><ul><li>Focus group discussion </li><...
Which of the following is FALSE? 5. <ul><li>Personal interview is the least versatile contacting method. </li></ul><ul><li...
Which of the following is TRUE? 6. <ul><li>Industry sales and market shares estimate future demand. </li></ul><ul><li>Time...
After dining at a restaurant, the waiter gives you a “customer’s feedback form.”  This research approach is an example of:...
Unilever plans to launch a first-of-its-kind beauty product.  It wants to measure the set of consumers who will be interes...
Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through...
Apple wants to know if iPad users are satisfied with the product.  What type of nonprobability sampling method will you re...
CHAPTER 4: CONDUCTING  MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05...
Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1. <ul><li>observations </li...
Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. 2. <ul...
The marketing research process involves the following steps, except: 3. <ul><li>Defining a problem </li></ul><ul><li>Colle...
The following are ways to collect primary data, except: 4. <ul><li>Surveys </li></ul><ul><li>Focus group discussion </li><...
Which of the following is FALSE? 5. <ul><li>Personal interview is the least versatile contacting method. </li></ul><ul><li...
Which of the following is TRUE? 6. <ul><li>Industry sales and market shares estimate future demand. </li></ul><ul><li>Time...
After dining at a restaurant, the waiter gives you a “customer’s feedback form.”  This research approach is an example of:...
Unilever plans to launch a first-of-its-kind beauty product.  It wants to measure the set of consumers who will be interes...
Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through...
Apple wants to know if iPad users are satisfied with the product.  What type of nonprobability sampling method will you re...
CHAPTER 4: CONDUCTING  MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05...
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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.

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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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