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

1. TOP 10 LEARNING QUESTIONS CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010

2. QUESTIONS CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010

3. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1. observations patterns insights relationships

4. 2. Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. classify quantify verify simplify

5. The marketing research process involves the following steps, except: 3. Defining a problem Collecting information Validate information Making a decision

6. The following are ways to collect primary data, except: 4. Surveys Focus group discussion Published data Experiments

7. Which of the following is FALSE? 5. Personal interview is the least versatile contacting method. Telephone interview is the best method for gathering information quickly. Mail questionnaire response is high. Online interview replaces traditional methods of research.

8. Which of the following is TRUE? 6. Industry sales and market shares estimate future demand. Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns. Sales force opinions measures current demand. Area market potentialdetermines maximum value of sales available to all firms in the industry.

9. 7. After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of: Observational research Ethnographic research Survey research Behavioral research

10. 8. 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: Potential market Target market Available market Penetrated market

11. 9. Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through: Expert opinion Survey of buyer’s intention Market-test method Sales force opinion

12. 10. Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend? Convenience Stratified random Cluster Judgment

13. ANSWERS CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010

14. Marketing research aims to produce _______ into the customers’ attitudes and buying behavior. 1. observations patterns insights relationships

15. 2. Marketing metrics is the set of measures that helps marketers ______, compare, and interpret marketing performance. classify quantify verify simplify

16. The marketing research process involves the following steps, except: 3. Defining a problem Collecting information Validate information Making a decision

17. The following are ways to collect primary data, except: 4. Surveys Focus group discussion Published data Experiments

18. Which of the following is FALSE? 5. Personal interview is the least versatile contacting method. Telephone interview is the best method for gathering information quickly. Mail questionnaire response is high. Online interview replaces traditional methods of research.

19. Which of the following is TRUE? 6. Industry sales and market shares estimate future demand. Time series analysis determines trend, cyclical, seasonal, and erratic sales patterns. Sales force opinions measures current demand. Area market potentialdetermines maximum value of sales available to all firms in the industry.

20. 7. After dining at a restaurant, the waiter gives you a “customer’s feedback form.” This research approach is an example of: Observational research Ethnographic research Survey research Behavioral research

21. 8. 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: Potential market Target market Available market Penetrated market

22. 9. Distributorship companies such as Avon, Fullerlife, and Boardwalk may best measure future demand of their products through: Expert opinion Survey of buyer’s intention Market-test method Sales force opinion

23. 10. Apple wants to know if iPad users are satisfied with the product. What type of nonprobability sampling method will you recommend? Convenience Stratified random Cluster Judgment

24. TOP 10 LEARNING QUESTIONS CHAPTER 4: CONDUCTING MARKET RESEARCH AND FORECASTING DEMAND Mark Anthony A. Valino Ateneo Graduate School of Business 05.25.2010