10 questions.capala

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10 questions.capala

  1. 1. TOP 10 QuestionsCh 4: Conducting Marketing Research And Forecasting Demand Mirasol Capala September 2011 http://solcapala.blogspot.com/
  2. 2. 1. Which of the following is false about syndicated service research? A. It is usually the type of research that large company uses for their marketing research. B. This type of research is very affordable. C. Type of marketing research that gather consumer and trade information. D. Type of research that you can sell for a fee. E. Nielsen Media Research specializes in this type of research.9/15/2011 http://solcapala.blogspot.com/ 2
  3. 3. Effective Marketing Research System for Large Companies Custom marketing Syndicated-service Specialty-line marketing research research research Type of research that gather consumer and trade information, which research firm sell for a fee. Zpryme, a leading global research firm, today announced its latest market research practice launch, China Insights, servicefocused on the China consumer and business marketplace. 9/15/2011 http://solcapala.blogspot.com/ 3
  4. 4. 1. Which of the following is false about syndicated service research? A. It is usually the type of research that large company uses for their marketing research. B. This type of research is very affordable. C. Type of marketing research that gather consumer and trade information. D. Type of research that you can sell for a fee. E. Nielsen Media Research specializes in this type of research.9/15/2011 http://solcapala.blogspot.com/ 4
  5. 5. 2. Which of the following statement is false about effective marketing research system for small companies? A. Small companies hire the services of a marketing research firm to conduct crowd casting because it is more affordable. B. Specialty –line marketing research is an effective marketing research system for small companies. C. Small companies uses the internet as an effective marketing research system. D. Many small companies routinely visit their competitors and use it for their marketing research. E. Research conducted by small companies are more creative and affordable.9/15/2011 http://solcapala.blogspot.com/ 5
  6. 6. Effective Marketing Research System for Small Companies Crowdcasting Using the Internet Checking out rivals Research conducted in creative and affordable ways.9/15/2011 http://solcapala.blogspot.com/ 6
  7. 7. Example of Marketing Research for Small Companies Using the Internet•Small companies use Twitter tocreate niche markets•Twitter is a great place to look atwhat people are discussing,buying, suggesting and current Use the Topoverall trends. 50 of All Time, Tweetstats to see fresh, relevant and current trends for free. 9/15/2011 http://solcapala.blogspot.com/ 7
  8. 8. 2. Which of the following statement is false about effective marketing research system for small companies? A. Small companies hire the services of a marketing research firm to conduct crowd casting because it is more affordable. B. Specialty –line marketing research is an effective marketing research system for small companies. C. Small companies uses the internet as an effective marketing research system. D. Many small companies routinely visit their competitors and use it for their marketing research. E. Research conducted by small companies are more creative and affordable.9/15/2011 http://solcapala.blogspot.com/ 8
  9. 9. 3. Effective marketing research follows the following guidelines except for? A. Develop the research plan by setting specific research objectives. B. Decide whether to collect their own data or use data that already exist. C. Collect the information and then develop the research plan- which research approach, which research instruments to use. D. Make the decision after presenting the findings. E. Analyze the information.9/15/2011 http://solcapala.blogspot.com/ 9
  10. 10. Effective Marketing Research Follows the 6 Marketing Research Steps/Guidelines •Firms should set specific research objectives. •Firms must decide whether to collect their own data or use data that already exist. •They must also decide which research approach, which research instruments to use. •They must decide on a sampling plan and contact methods.9/15/2011 http://solcapala.blogspot.com/ 10
  11. 11. Example of Company following the 6 Steps of Marketing Research Process Step 1: P&G wanted to enter the Chinese market with a sound strategy after Chinese experts warned the company that nobody in China could afford Head & Shoulders. Step 2: P&G developed a Step 5: The companys market research research plan to know the revealed that though there were several common problem among shampoo marketers in China, there was no Chinese consumers. shampoo that could remove dandruff from the scalp. Dandruff was a common hair problem among the Chinese consumers. Step 3: P&G collected information through online research, surveys and telephone Step 6: P&G hence launched Head & interviews. Shoulders, a brand that was known for its anti-dandruff properties. Step 4: They have analyze the Within three years of its launch, information and did several Head & Shoulders became Chinas analysis to test the strength of bestselling shampoo, even though it the conclusions. was priced three times higher than the local brands.9/15/2011 http://solcapala.blogspot.com/ 11
  12. 12. 3. Effective marketing research follows the following guidelines except for? A. Develop the research plan by setting specific research objectives. B. Decide whether to collect their own data or use data that already exist. C. Collect the information and then develop the research plan-which research approach, which research instruments to use. D. Make the decision after presenting the findings. E. Analyze the information.9/15/2011 http://solcapala.blogspot.com/ 12
  13. 13. 4. The following are approaches to marketing research except for? A. Observation B. Survey C. Focus Group Discussion D. Experiments E. Qualitative Research9/15/2011 http://solcapala.blogspot.com/ 13
  14. 14. Choosing the Research Approaches for your Marketing Research Observation Behavioural Data Experiments Focus Group Discussion Surveys9/15/2011 http://solcapala.blogspot.com/ 14
  15. 15. 4. The following are approaches to marketing research except for? A. Observation B. Survey C. Focus Group Discussion D. Experiments E. Qualitative Research9/15/2011 http://solcapala.blogspot.com/ 15
  16. 16. 5. Which research instrument is the most common instrument used to collect primary data? A. Questionnaire B. Survey C. Focus Group Discussion D. Experiments E. Qualitative Research9/15/2011 http://solcapala.blogspot.com/ 16
  17. 17. Different Types of Research Instruments Qualitative Research QuestionnaireThe most common instrument to collect primary data. Technological Devices 9/15/2011 http://solcapala.blogspot.com/ 17
  18. 18. 5. Which research instrument is the most common instrument used to collect primary data? A. Questionnaire B. Survey C. Focus Group Discussion D. Experiments E. Qualitative Research9/15/2011 http://solcapala.blogspot.com/ 18
  19. 19. 6. When the marketing researchers design a sampling plan, which question do they need to ask in order to design the research sampling unit? A. Who should we survey? B. How should we choose the respondents? C. How many people should we survey? D. Where should we conduct the research? E. When is the best time to conduct the research?9/15/2011 http://solcapala.blogspot.com/ 19
  20. 20. Sampling Plan Sampling Size How many people should we survey? Sampling UnitWho should we survey? Sampling Procedure How should we choose the respondents? 9/15/2011 http://solcapala.blogspot.com/ 20
  21. 21. 6. When the marketing researchers design a sampling plan, which question do they need to ask in order to design the research sampling unit? A. Who should we survey? B. How should we choose the respondents? C. How many people should we survey? D. Where should we conduct the research? E. When is the best time to conduct the research?9/15/2011 http://solcapala.blogspot.com/ 21
  22. 22. 7. When the marketing researcher decides to contact the subjects, which is the best method for gathering information quickly? A. Personal Interview B. Online Interview C. Mail Questionnaire D. Group Interview E. Telephone Interview9/15/2011 http://solcapala.blogspot.com/ 22
  23. 23. Contact Methods Mail Questionnaire Personal Interview The best way to The most versatile contact people but method but most response rate is low. expensive and subject to interviewer bias. Telephone Interview The best method for gathering information quickly, the response rate is typically higher . Online Interview Use the internet to gather info, offer an incentive to attract people to answer questionnaires.9/15/2011 http://solcapala.blogspot.com/ 23
  24. 24. 7. When the marketing researcher decides to contact the subjects, which is the best method for gathering information quickly? A. Personal Interview B. Online Interview C. Mail Questionnaire D. Group Interview E. Telephone Interview9/15/2011 http://solcapala.blogspot.com/ 24
  25. 25. 8. Forecasting and demand measurement are important, except for what department? A. Finance B. Customer Service C. Marketing D. Purchasing E. HR9/15/2011 http://solcapala.blogspot.com/ 25
  26. 26. Forecasting and Demand Measurement Why Study Demand? FINANCE OPERATIONS PURCHASING HR MARKETINGThe cash that To establish To get the To get the To prepareis required for capacity and right amount right number sales forecastsoperations output levels of supplies of workersandinvestments 9/15/2011 http://solcapala.blogspot.com/ 26
  27. 27. 8. Forecasting and demand measurement are important, except for what department? A. Finance B. Customer Service C. Marketing D. Purchasing E. HR9/15/2011 http://solcapala.blogspot.com/ 27
  28. 28. 9. ____________is the type of market demand which possessed qualified available market that the company decides to pursue? A. Potential Market B. Available Market C. Penetrated Market D. Target Market E. Black Market9/15/2011 http://solcapala.blogspot.com/ 28
  29. 29. Types of Market DemandsPotential Available Penetrated Market Market Target Market Market Consumers have Consumers have interest, income Qualified income, access to and access to Sets of customers available product product who are buying market the company company’s decides to products pursue9/15/2011 http://solcapala.blogspot.com/ 29
  30. 30. 9. ____________is the type of market demand which possessed qualified available market that the company decides to pursue? A. Potential Market B. Available Market C. Penetrated Market D. Target Market E. Black Market9/15/2011 http://solcapala.blogspot.com/ 30
  31. 31. 10. Which statement is false when estimating future market demand? A. Good forecasting is a key factor in success of the companies B. In forecasting future demand it is reliable to obtain information from the text and online poll. C. Expert opinion can be use to obtain future market forecasts from dealers, distributors, suppliers, etc. D. Firms can develop sales forecasts on the basis of past sales. E. Survey of Buyer’s Intention is useful in estimating demand for industrial products, consumer durables and new products.9/15/2011 http://solcapala.blogspot.com/ 31
  32. 32. Estimating Future Demand All forecasts are built on one of 3 information bases: what people say, what people do, or what people have done. Good forecasting is a key factor in success of the companies. Survey of Buyer’s Past- Sales Analysis Expert Opinion Intention Firms can develop sales Obtain forecasts fromUseful in estimating demand forecasts on the basis of past experts, including dealers, for industrial products, sales. distributors, suppliers,consumer durables and new marketing consultants, and products. trade associations. 9/15/2011 http://solcapala.blogspot.com/ 32
  33. 33. 10. Which statement is false when estimating future market demand? A. Good forecasting is a key factor in success of the companies B. In forecasting future demand it is reliable to obtain information from the text and online poll. C. Expert opinion can be use to obtain future market forecasts from dealers, distributors, suppliers, etc. D. Firms can develop sales forecasts on the basis of past sales. E. Survey of Buyer’s Intention is useful in estimating demand for industrial products, consumer durables and new products.9/15/2011 http://solcapala.blogspot.com/ 33
  34. 34. TOP 10 QuestionsCh 4: Conducting Marketing Research And Forecasting Demand Mirasol Capala September 2011 http://solcapala.blogspot.com/

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