TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Melanie Dianne Chua Septembe...
1. _______ is not part of the marketing process. <ul><li>Collect information </li></ul><ul><li>Develop operation plan </li...
The Marketing Research Process <ul><li>Define the problem </li></ul><ul><li>Develop research plan </li></ul><ul><li>Collec...
Marketing Process <ul><li>Develop research plan is part of the marketing process, not operation plan </li></ul>
1. _______ is not part of the marketing process. <ul><li>Collect information </li></ul><ul><li>Develop operation plan </li...
2. Potential market, available market, target market, and penetrated market are measures of _________. <ul><li>Market dema...
The Measures of Market Demand Potential Market Available Market Target Market Penetrated Market
Market Demand <ul><li>MARKET DEMAND is the total volume bought by a defined customer group in a defined geographical area ...
Market Demand <ul><li>Potential Market- set of consumers who express an interest  </li></ul><ul><li>Available Market - pot...
2. Potential market, available market, target market, and penetrated market are measures of _________. <ul><li>Market dema...
3. The following are examples of research approach except: <ul><li>Focus group </li></ul><ul><li>Ethnographic </li></ul><u...
Research Approaches Observation Ethnographic Focus Group Survey Behavioral Data Experimentation
Research Approach <ul><li>Research approach is the method of collecting data </li></ul><ul><li>Internet surfing has a lot ...
3. The following are examples of research approach except: <ul><li>Focus group </li></ul><ul><li>Ethnographic </li></ul><u...
4. A good marketing research has the following characteristics except:  <ul><li>A. Scientific method </li></ul><ul><li>B. ...
Characteristics of a Good Marketing Research <ul><li>Scientific method </li></ul><ul><li>Research creativity </li></ul><ul...
Good Marketing Research <ul><li>Ethical marketing is a characteristic of a good marketing research, not Ethnical marketing...
4. A good marketing research has the following characteristics except:  <ul><li>A. Scientific method </li></ul><ul><li>B. ...
5. Which of the following is true? Sampling unit is: <ul><li>The number of people to be surveyed </li></ul><ul><li>The age...
Sampling Unit <ul><li>Sampling unit is part of the sampling plan that indicates who is to be surveyed. </li></ul>
5. Which of the following is true? Sampling unit is: <ul><li>The number of people to be surveyed </li></ul><ul><li>The age...
6. Which of the following is true? The sampling plan includes: <ul><li>Sample size, sample gender, sample procedure </li><...
Sampling Plan <ul><li>Sampling unit: Who is to be surveyed? </li></ul><ul><li>Sample size: How many people should be surve...
Sampling Plan <ul><li>Includes </li></ul><ul><ul><ul><li>Sampling unit </li></ul></ul></ul><ul><ul><ul><li>Sample size </l...
6. Which of the following is true? The sampling plan includes: <ul><li>Sample size, sample gender, sample procedure </li><...
7. An interview conducted over Skype is an example of ________. <ul><li>Online interview </li></ul><ul><li>Webcam intervie...
Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online  Interview
Interviews <ul><li>An online interview is a form of online research method. It principally focuses on the conduct of one-t...
7. An interview conducted over Skype is an example of ________. <ul><li>Online interview </li></ul><ul><li>Webcam intervie...
8. Why should the following question not be included in a questionnaire? What is your income? <ul><li>It is not free of bi...
Questionnaire Do’s and Don’ts <ul><li>Ensure questions are free of bias </li></ul><ul><li>Make questions simple </li></ul>...
Questionnaires <ul><li>It does not specify if the income is annual, weekly, daily, etc.  </li></ul>
8. Why should the following question not be included in a questionnaire? What is your income? <ul><li>It is not free of bi...
9. Customer survey forms in restaurants can be a measure of the following marketing metrics except: <ul><li>Customer satis...
Marketing Metrics <ul><li>External </li></ul><ul><li>Awareness </li></ul><ul><li>Market share </li></ul><ul><li>Relative p...
Marketing Metrics <ul><li>Market share  is the percentage or proportion of the total available market or market segment th...
9. Customer survey forms in restaurants can be a measure of the following marketing metrics except: <ul><li>Customer satis...
10. Drawing slips of paper from a hat is an example of _______. <ul><li>Cluster sampling </li></ul><ul><li>Quota sampling ...
Types of Samples <ul><li>Probability Samples </li></ul><ul><li>Simple random </li></ul><ul><li>Stratified random </li></ul...
Sampling <ul><li>A sample is called simple random sample if each unit of the population has an equal chance of being selec...
10. Drawing slips of paper from a hat is an example of _______. <ul><li>Cluster sampling </li></ul><ul><li>Quota sampling ...
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Ch 04 Marketing Research & Forecasting Demand

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Ch 04 Marketing Research & Forecasting Demand

  1. 1. TOP 10 Learning Questions for Chapter 4: Conducting Marketing Research and Forecasting Demand Melanie Dianne Chua September 23, 2010
  2. 2. 1. _______ is not part of the marketing process. <ul><li>Collect information </li></ul><ul><li>Develop operation plan </li></ul><ul><li>Define the problem </li></ul><ul><li>Present findings </li></ul><ul><li>Collect Information </li></ul>
  3. 3. The Marketing Research Process <ul><li>Define the problem </li></ul><ul><li>Develop research plan </li></ul><ul><li>Collect information </li></ul><ul><li>Analyze information </li></ul><ul><li>Present findings </li></ul>Make Decision
  4. 4. Marketing Process <ul><li>Develop research plan is part of the marketing process, not operation plan </li></ul>
  5. 5. 1. _______ is not part of the marketing process. <ul><li>Collect information </li></ul><ul><li>Develop operation plan </li></ul><ul><li>Define the problem </li></ul><ul><li>Present findings </li></ul><ul><li>Collect Information </li></ul>
  6. 6. 2. Potential market, available market, target market, and penetrated market are measures of _________. <ul><li>Market demand </li></ul><ul><li>Market supply </li></ul><ul><li>Market group </li></ul><ul><li>Market size </li></ul><ul><li>None of the above </li></ul>
  7. 7. The Measures of Market Demand Potential Market Available Market Target Market Penetrated Market
  8. 8. Market Demand <ul><li>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 </li></ul>
  9. 9. Market Demand <ul><li>Potential Market- set of consumers who express an interest </li></ul><ul><li>Available Market - potential plus income and access </li></ul><ul><li>Target Market– market the firm decides to pursue </li></ul><ul><li>Penetrated Market- consumers who are buying product </li></ul>
  10. 10. 2. Potential market, available market, target market, and penetrated market are measures of _________. <ul><li>Market demand </li></ul><ul><li>Market supply </li></ul><ul><li>Market group </li></ul><ul><li>Market size </li></ul><ul><li>None of the above </li></ul>
  11. 11. 3. The following are examples of research approach except: <ul><li>Focus group </li></ul><ul><li>Ethnographic </li></ul><ul><li>Internet surfing </li></ul><ul><li>Observation </li></ul><ul><li>Behavioral data </li></ul>
  12. 12. Research Approaches Observation Ethnographic Focus Group Survey Behavioral Data Experimentation
  13. 13. Research Approach <ul><li>Research approach is the method of collecting data </li></ul><ul><li>Internet surfing has a lot of uses and does not necessarily mean that the user is collecting data </li></ul>
  14. 14. 3. The following are examples of research approach except: <ul><li>Focus group </li></ul><ul><li>Ethnographic </li></ul><ul><li>Internet surfing </li></ul><ul><li>Observation </li></ul><ul><li>Behavioral data </li></ul>
  15. 15. 4. A good marketing research has the following characteristics except: <ul><li>A. Scientific method </li></ul><ul><li>B. Interdependence </li></ul><ul><li>C. Value and cost of information </li></ul><ul><li>D. Ethnical marketing </li></ul><ul><li>E. Multiple methods </li></ul>
  16. 16. Characteristics of a Good Marketing Research <ul><li>Scientific method </li></ul><ul><li>Research creativity </li></ul><ul><li>Multiple methods </li></ul><ul><li>Interdependence </li></ul><ul><li>Value and cost of information </li></ul><ul><li>Healthy skepticism </li></ul><ul><li>Ethical marketing </li></ul>
  17. 17. Good Marketing Research <ul><li>Ethical marketing is a characteristic of a good marketing research, not Ethnical marketing. </li></ul>
  18. 18. 4. A good marketing research has the following characteristics except: <ul><li>A. Scientific method </li></ul><ul><li>B. Interdependence </li></ul><ul><li>C. Value and cost of information </li></ul><ul><li>D. Ethnical marketing </li></ul><ul><li>E. Multiple methods </li></ul>
  19. 19. 5. Which of the following is true? Sampling unit is: <ul><li>The number of people to be surveyed </li></ul><ul><li>The age of the people to be surveyed </li></ul><ul><li>The people to be surveyed </li></ul><ul><li>The sample test to be given to the people taking the survey </li></ul><ul><li>None of the above </li></ul>
  20. 20. Sampling Unit <ul><li>Sampling unit is part of the sampling plan that indicates who is to be surveyed. </li></ul>
  21. 21. 5. Which of the following is true? Sampling unit is: <ul><li>The number of people to be surveyed </li></ul><ul><li>The age of the people to be surveyed </li></ul><ul><li>The people to be surveyed </li></ul><ul><li>The sample test to be given to the people taking the survey </li></ul><ul><li>None of the above </li></ul>
  22. 22. 6. Which of the following is true? The sampling plan includes: <ul><li>Sample size, sample gender, sample procedure </li></ul><ul><li>Sample test, sample size, sample gender </li></ul><ul><li>Sample date, sample unit, sample procedure </li></ul><ul><li>Sample unit, sample size, sample operation </li></ul><ul><li>Sample unit, sample size, sample procedure </li></ul>
  23. 23. Sampling Plan <ul><li>Sampling unit: Who is to be surveyed? </li></ul><ul><li>Sample size: How many people should be surveyed? </li></ul><ul><li>Sampling procedure: How should the respondents be chosen? </li></ul>
  24. 24. Sampling Plan <ul><li>Includes </li></ul><ul><ul><ul><li>Sampling unit </li></ul></ul></ul><ul><ul><ul><li>Sample size </li></ul></ul></ul><ul><ul><ul><li>Sampling procedure </li></ul></ul></ul>
  25. 25. 6. Which of the following is true? The sampling plan includes: <ul><li>Sample size, sample gender, sample procedure </li></ul><ul><li>Sample test, sample size, sample gender </li></ul><ul><li>Sample date, sample unit, sample procedure </li></ul><ul><li>Sample unit, sample size, sample operation </li></ul><ul><li>Sample unit, sample size, sample procedure </li></ul>
  26. 26. 7. An interview conducted over Skype is an example of ________. <ul><li>Online interview </li></ul><ul><li>Webcam interview </li></ul><ul><li>Internet interview </li></ul><ul><li>Long distance interview </li></ul><ul><li>None of the above </li></ul>
  27. 27. Contact Methods Mail Questionnaire Telephone Interview Personal Interview Online Interview
  28. 28. Interviews <ul><li>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). </li></ul><ul><li>http://en.wikipedia.org/wiki/Online_interviews </li></ul>
  29. 29. 7. An interview conducted over Skype is an example of ________. <ul><li>Online interview </li></ul><ul><li>Webcam interview </li></ul><ul><li>Internet interview </li></ul><ul><li>Long distance interview </li></ul><ul><li>None of the above </li></ul>
  30. 30. 8. Why should the following question not be included in a questionnaire? What is your income? <ul><li>It is not free of bias. </li></ul><ul><li>It uses jargon. </li></ul><ul><li>It is ambiguous. </li></ul><ul><li>It is not simple. </li></ul><ul><li>None of the above. </li></ul>
  31. 31. Questionnaire Do’s and Don’ts <ul><li>Ensure questions are free of bias </li></ul><ul><li>Make questions simple </li></ul><ul><li>Make questions specific </li></ul><ul><li>Avoid jargon </li></ul><ul><li>Avoid sophisticated words </li></ul><ul><li>Avoid ambiguous words </li></ul><ul><li>Avoid negatives </li></ul><ul><li>Avoid hypotheticals </li></ul><ul><li>Avoid words that could be misheard </li></ul><ul><li>Use response bands </li></ul><ul><li>Use mutually exclusive categories </li></ul><ul><li>Allow for “other” in fixed response questions </li></ul>
  32. 32. Questionnaires <ul><li>It does not specify if the income is annual, weekly, daily, etc. </li></ul>
  33. 33. 8. Why should the following question not be included in a questionnaire? What is your income? <ul><li>It is not free of bias. </li></ul><ul><li>It uses jargon. </li></ul><ul><li>It is ambiguous. </li></ul><ul><li>It is not simple. </li></ul><ul><li>None of the above. </li></ul>
  34. 34. 9. Customer survey forms in restaurants can be a measure of the following marketing metrics except: <ul><li>Customer satisfaction </li></ul><ul><li>Loyalty </li></ul><ul><li>Market share </li></ul><ul><li>Total number of customers </li></ul><ul><li>None of the above </li></ul>
  35. 35. Marketing Metrics <ul><li>External </li></ul><ul><li>Awareness </li></ul><ul><li>Market share </li></ul><ul><li>Relative price </li></ul><ul><li>Number of complaints </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>Distribution </li></ul><ul><li>Total number of customers </li></ul><ul><li>Loyalty </li></ul><ul><li>Internal </li></ul><ul><li>Awareness of goals </li></ul><ul><li>Commitment to goals </li></ul><ul><li>Active support </li></ul><ul><li>Resource adequacy </li></ul><ul><li>Staffing levels </li></ul><ul><li>Desire to learn </li></ul><ul><li>Willingness to change </li></ul><ul><li>Freedom to fail </li></ul><ul><li>Autonomy </li></ul>
  36. 36. Marketing Metrics <ul><li>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. </li></ul>
  37. 37. 9. Customer survey forms in restaurants can be a measure of the following marketing metrics except: <ul><li>Customer satisfaction </li></ul><ul><li>Loyalty </li></ul><ul><li>Market share </li></ul><ul><li>Total number of customers </li></ul><ul><li>None of the above </li></ul>
  38. 38. 10. Drawing slips of paper from a hat is an example of _______. <ul><li>Cluster sampling </li></ul><ul><li>Quota sampling </li></ul><ul><li>Stratified random sampling </li></ul><ul><li>Convenience sampling </li></ul><ul><li>Simple random sampling </li></ul>
  39. 39. Types of Samples <ul><li>Probability Samples </li></ul><ul><li>Simple random </li></ul><ul><li>Stratified random </li></ul><ul><li>Cluster </li></ul><ul><li>Nonprobability Samples </li></ul><ul><li>Convenience </li></ul><ul><li>Judgment </li></ul><ul><li>Quota </li></ul>
  40. 40. Sampling <ul><li>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. </li></ul>
  41. 41. 10. Drawing slips of paper from a hat is an example of _______. <ul><li>Cluster sampling </li></ul><ul><li>Quota sampling </li></ul><ul><li>Stratified random sampling </li></ul><ul><li>Convenience sampling </li></ul><ul><li>Simple random sampling </li></ul>

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