Exam 4: Conducting Marketing Research and Forecasting Demand

The production department is responsible for preparing sales forecasts because they have the most data about production schedules and the ability to meet orders.

If a marketing researcher chooses to use a word association question,the researcher has chosen which of the following type of question for the research questionnaire?

Marketers are increasing being held accountable for their ________ and must be able to justify marketing expenditures to senior management.

The most scientifically valid research is focus-group research.

Because of their versatility and speed,the use of telephone interviewing as a marketing research tool is projected to increase dramatically over the next few years.

3M tracks the proportion of sales resulting from its recent innovations.This measurement is an example of a ________.

According to marketing consultant Pat LaPointe,the ________ measurement pathway of the marketing dashboard reflects what marketers know about sales volumes,the marketing cost per unit sold,and where and how margin is optimized.

All forecasts are built on one of three information bases: what people say,what people do,or what people have done.How do market researchers collect information on each of three information bases?

Especially popular with such companies as Procter & Gamble,marketing-mix modeling is used to allocate or reallocate expenditures.

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g. ,Nielsen Media Research)?

Create a question and an associated scale that illustrate a purchase probability scale.

A set of measures that helps firms to quantify,compare,and interpret their marketing performance is called marketing metrics.

All of the following are considered to be advantages of online research EXCEPT that ________.

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Estimating area market potential,as a subset of total market potential,facilitates effective marketing budget allocation.

A high market-penetration index suggests that ________.

All research must begin with an exploratory research study.

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.Barriers to the use of marketing research include all of the following EXCEPT ________.

What is the difference between company demand and a company sales forecast?

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.