Top 10 Learning Q's: Market Research and Forecasting Demand

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Top 10 Learning Questions. Kotler's Marketing Management book, Chapter 4 on Market Research and Forecasting Demand.

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Top 10 Learning Q's: Market Research and Forecasting Demand

  1. 1. TOP 10 LEARNING QUESTIONS<br />CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND<br />Mark Anthony A. Valino<br />Ateneo Graduate School of Business<br />05.25.2010<br />
  2. 2. QUESTIONS<br />CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND<br />Mark Anthony A. Valino<br />Ateneo Graduate School of Business<br />05.25.2010<br />
  3. 3. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior.<br />1.<br />observations<br />patterns<br />insights<br />relationships<br />
  4. 4. 2.<br />Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance.<br />classify<br />quantify<br />verify<br />simplify<br />
  5. 5. The marketing research process involves the following steps, except:<br />3.<br />Defining a problem<br />Collecting information<br />Validate information<br />Making a decision<br />
  6. 6. The following are ways to collect primary data, except:<br />4.<br />Surveys<br />Focus group discussion<br />Published data<br />Experiments<br />
  7. 7. Which of the following is FALSE?<br />5.<br />Personal interview is the least versatile contacting method.<br />Telephone interview is the best method for gathering information quickly.<br />Mail questionnaire response is high.<br />Online interview replaces traditional methods of research.<br />
  8. 8. Which of the following is TRUE?<br />6.<br />Industry sales and market shares estimate future demand.<br />Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns.<br />Sales force opinions measures current demand. <br />Area market potentialdetermines maximum value of sales available to all firms in the industry.<br />
  9. 9. 7.<br />After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of:<br />Observational research <br />Ethnographic research<br />Survey research<br />Behavioral research<br />
  10. 10. 8.<br />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: <br />Potential market<br />Target market<br />Available market<br />Penetrated market<br />
  11. 11. 9.<br />Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through:<br />Expert opinion<br />Survey of buyer’s intention<br />Market-test method<br />Sales force opinion<br />
  12. 12. 10.<br />Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend?<br />Convenience<br />Stratified random<br />Cluster<br />Judgment<br />
  13. 13. ANSWERS<br />CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND<br />Mark Anthony A. Valino<br />Ateneo Graduate School of Business<br />05.25.2010<br />
  14. 14. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior.<br />1.<br />observations<br />patterns<br />insights<br />relationships<br />
  15. 15. 2.<br />Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance.<br />classify<br />quantify<br />verify<br />simplify<br />
  16. 16. The marketing research process involves the following steps, except:<br />3.<br />Defining a problem<br />Collecting information<br />Validate information<br />Making a decision<br />
  17. 17. The following are ways to collect primary data, except:<br />4.<br />Surveys<br />Focus group discussion<br />Published data<br />Experiments<br />
  18. 18. Which of the following is FALSE?<br />5.<br />Personal interview is the least versatile contacting method.<br />Telephone interview is the best method for gathering information quickly.<br />Mail questionnaire response is high.<br />Online interview replaces traditional methods of research.<br />
  19. 19. Which of the following is TRUE?<br />6.<br />Industry sales and market shares estimate future demand.<br />Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns.<br />Sales force opinions measures current demand. <br />Area market potentialdetermines maximum value of sales available to all firms in the industry.<br />
  20. 20. 7.<br />After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of:<br />Observational research <br />Ethnographic research<br />Survey research<br />Behavioral research<br />
  21. 21. 8.<br />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: <br />Potential market<br />Target market<br />Available market<br />Penetrated market<br />
  22. 22. 9.<br />Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through:<br />Expert opinion<br />Survey of buyer’s intention<br />Market-test method<br />Sales force opinion<br />
  23. 23. 10.<br />Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend?<br />Convenience<br />Stratified random<br />Cluster<br />Judgment<br />
  24. 24. TOP 10 LEARNING QUESTIONS<br />CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND<br />Mark Anthony A. Valino<br />Ateneo Graduate School of Business<br />05.25.2010<br />

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