Ch 04 Marketing Research & Forecasting Demand
Upcoming SlideShare
Loading in...5
×
 

Ch 04 Marketing Research & Forecasting Demand

on

  • 1,931 views

 

Statistics

Views

Total Views
1,931
Views on SlideShare
1,895
Embed Views
36

Actions

Likes
1
Downloads
58
Comments
0

3 Embeds 36

http://melaniechua.blogspot.com 33
http://www.brijj.com 2
http://melaniechua.blogspot.ca 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Ch 04 Marketing Research & Forecasting Demand Ch 04 Marketing Research & Forecasting Demand Presentation Transcript

    • TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Melanie Dianne Chua September 23, 2010
    • 1. _______ is not part of the marketing process.
      • Collect information
      • Develop operation plan
      • Define the problem
      • Present findings
      • Collect Information
    • The Marketing Research Process
      • Define the problem
      • Develop research plan
      • Collect information
      • Analyze information
      • Present findings
      Make Decision
    • Marketing Process
      • Develop research plan is part of the marketing process, not operation plan
    • 1. _______ is not part of the marketing process.
      • Collect information
      • Develop operation plan
      • Define the problem
      • Present findings
      • Collect Information
    • 2. Potential market, available market, target market, and penetrated market are measures of _________.
      • Market demand
      • Market supply
      • Market group
      • Market size
      • None of the above
    • The Measures of Market Demand Potential Market Available Market Target Market Penetrated Market
    • Market Demand
      • MARKET DEMAND is the total volume bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program
    • Market Demand
      • Potential Market- set of consumers who express an interest
      • Available Market - potential plus income and access
      • Target Market– market the firm decides to pursue
      • Penetrated Market- consumers who are buying product
    • 2. Potential market, available market, target market, and penetrated market are measures of _________.
      • Market demand
      • Market supply
      • Market group
      • Market size
      • None of the above
    • 3. The following are examples of research approach except:
      • Focus group
      • Ethnographic
      • Internet surfing
      • Observation
      • Behavioral data
    • Research Approaches Observation Ethnographic Focus Group Survey Behavioral Data Experimentation
    • Research Approach
      • Research approach is the method of collecting data
      • Internet surfing has a lot of uses and does not necessarily mean that the user is collecting data
    • 3. The following are examples of research approach except:
      • Focus group
      • Ethnographic
      • Internet surfing
      • Observation
      • Behavioral data
    • 4. A good marketing research has the following characteristics except:
      • A. Scientific method
      • B. Interdependence
      • C. Value and cost of information
      • D. Ethnical marketing
      • E. Multiple methods
    • Characteristics of a Good Marketing Research
      • Scientific method
      • Research creativity
      • Multiple methods
      • Interdependence
      • Value and cost of information
      • Healthy skepticism
      • Ethical marketing
    • Good Marketing Research
      • Ethical marketing is a characteristic of a good marketing research, not Ethnical marketing.
    • 4. A good marketing research has the following characteristics except:
      • A. Scientific method
      • B. Interdependence
      • C. Value and cost of information
      • D. Ethnical marketing
      • E. Multiple methods
    • 5. Which of the following is true? Sampling unit is:
      • The number of people to be surveyed
      • The age of the people to be surveyed
      • The people to be surveyed
      • The sample test to be given to the people taking the survey
      • None of the above
    • Sampling Unit
      • Sampling unit is part of the sampling plan that indicates who is to be surveyed.
    • 5. Which of the following is true? Sampling unit is:
      • The number of people to be surveyed
      • The age of the people to be surveyed
      • The people to be surveyed
      • The sample test to be given to the people taking the survey
      • None of the above
    • 6. Which of the following is true? The sampling plan includes:
      • Sample size, sample gender, sample procedure
      • Sample test, sample size, sample gender
      • Sample date, sample unit, sample procedure
      • Sample unit, sample size, sample operation
      • Sample unit, sample size, sample procedure
    • Sampling Plan
      • Sampling unit: Who is to be surveyed?
      • Sample size: How many people should be surveyed?
      • Sampling procedure: How should the respondents be chosen?
    • Sampling Plan
      • Includes
          • Sampling unit
          • Sample size
          • Sampling procedure
    • 6. Which of the following is true? The sampling plan includes:
      • Sample size, sample gender, sample procedure
      • Sample test, sample size, sample gender
      • Sample date, sample unit, sample procedure
      • Sample unit, sample size, sample operation
      • Sample unit, sample size, sample procedure
    • 7. An interview conducted over Skype is an example of ________.
      • Online interview
      • Webcam interview
      • Internet interview
      • Long distance interview
      • None of the above
    • Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview
    • Interviews
      • An online interview is a form of online research method. It principally focuses on the conduct of one-to-one exchanges. There are different forms of online interviews: synchronous online interviews (for example via chat technology) and asynchronous online interviews (for example via email).
      • http://en.wikipedia.org/wiki/Online_interviews
    • 7. An interview conducted over Skype is an example of ________.
      • Online interview
      • Webcam interview
      • Internet interview
      • Long distance interview
      • None of the above
    • 8. Why should the following question not be included in a questionnaire? What is your income?
      • It is not free of bias.
      • It uses jargon.
      • It is ambiguous.
      • It is not simple.
      • None of the above.
    • Questionnaire Do’s and Don’ts
      • Ensure questions are free of bias
      • Make questions simple
      • Make questions specific
      • Avoid jargon
      • Avoid sophisticated words
      • Avoid ambiguous words
      • Avoid negatives
      • Avoid hypotheticals
      • Avoid words that could be misheard
      • Use response bands
      • Use mutually exclusive categories
      • Allow for “other” in fixed response questions
    • Questionnaires
      • It does not specify if the income is annual, weekly, daily, etc.
    • 8. Why should the following question not be included in a questionnaire? What is your income?
      • It is not free of bias.
      • It uses jargon.
      • It is ambiguous.
      • It is not simple.
      • None of the above.
    • 9. Customer survey forms in restaurants can be a measure of the following marketing metrics except:
      • Customer satisfaction
      • Loyalty
      • Market share
      • Total number of customers
      • None of the above
    • Marketing Metrics
      • External
      • Awareness
      • Market share
      • Relative price
      • Number of complaints
      • Customer satisfaction
      • Distribution
      • Total number of customers
      • Loyalty
      • Internal
      • Awareness of goals
      • Commitment to goals
      • Active support
      • Resource adequacy
      • Staffing levels
      • Desire to learn
      • Willingness to change
      • Freedom to fail
      • Autonomy
    • Marketing Metrics
      • Market share is the percentage or proportion of the total available market or market segment that is being serviced by a company. This data cannot be extracted from a customer survey form.
    • 9. Customer survey forms in restaurants can be a measure of the following marketing metrics except:
      • Customer satisfaction
      • Loyalty
      • Market share
      • Total number of customers
      • None of the above
    • 10. Drawing slips of paper from a hat is an example of _______.
      • Cluster sampling
      • Quota sampling
      • Stratified random sampling
      • Convenience sampling
      • Simple random sampling
    • Types of Samples
      • Probability Samples
      • Simple random
      • Stratified random
      • Cluster
      • Nonprobability Samples
      • Convenience
      • Judgment
      • Quota
    • Sampling
      • A sample is called simple random sample if each unit of the population has an equal chance of being selected for the sample. Whenever a unit is selected for the sample, the units of the population are equally likely to be selected.
    • 10. Drawing slips of paper from a hat is an example of _______.
      • Cluster sampling
      • Quota sampling
      • Stratified random sampling
      • Convenience sampling
      • Simple random sampling