This document discusses marketing research and demand forecasting. It provides 10 multiple choice questions about topics like syndicated service research, effective marketing research systems for small and large companies, the marketing research process, research approaches, instruments, sampling, and demand forecasting. The questions are presented along with explanations of the answers to clarify the key concepts.

1. TOP 10 Questions
Ch 4: Conducting Marketing Research And
Forecasting Demand
Mirasol Capala
September 2011
http://solcapala.blogspot.com/

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.
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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, service
focused on the China consumer and
business marketplace.
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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.
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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.
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6. Effective Marketing Research System for
Small Companies
Crowdcasting Using the Internet Checking out rivals
Research conducted in creative and affordable ways.
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7. Example of Marketing Research for Small Companies
Using the Internet
•Small companies use Twitter to
create niche markets
•Twitter is a great place to look at
what people are discussing,
buying, suggesting and current Use the Top
overall trends. 50 of All
Time,
Tweetstats
to see
fresh,
relevant and
current
trends for
free.
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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.
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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.
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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.
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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 company's 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 China's
analysis to test the strength of bestselling shampoo, even though it
the conclusions. was priced three times higher than
the local brands.
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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.
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13. 4. The following are approaches to marketing
research except for?
A. Observation
B. Survey
C. Focus Group Discussion
D. Experiments
E. Qualitative Research
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14. Choosing the Research Approaches for your Marketing
Research
Observation Behavioural Data Experiments
Focus Group Discussion Surveys
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15. 4. The following are approaches to marketing
research except for?
A. Observation
B. Survey
C. Focus Group Discussion
D. Experiments
E. Qualitative Research
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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 Research
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17. Different Types of Research Instruments
Qualitative Research
Questionnaire
The most common instrument
to collect primary data.
Technological Devices
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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 Research
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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?
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20. Sampling Plan
Sampling Size
How many people should we survey?
Sampling Unit
Who should we survey?
Sampling Procedure
How should we choose the
respondents?
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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?
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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 Interview
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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.
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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 Interview
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25. 8. Forecasting and demand measurement are
important, except for what department?
A. Finance
B. Customer Service
C. Marketing
D. Purchasing
E. HR
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26. Forecasting and Demand Measurement
Why Study Demand?
FINANCE OPERATIONS PURCHASING HR MARKETING
The cash that To establish To get the To get the To prepare
is required for capacity and right amount right number sales forecasts
operations output levels of supplies of workers
and
investments
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27. 8. Forecasting and demand measurement are
important, except for what department?
A. Finance
B. Customer Service
C. Marketing
D. Purchasing
E. HR
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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 Market
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29. Types of Market Demands
Potential 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
pursue
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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 Market
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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.
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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 from
Useful 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.
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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.
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34. TOP 10 Questions
Ch 4: Conducting Marketing Research And
Forecasting Demand
Mirasol Capala
September 2011
http://solcapala.blogspot.com/