Exam 4: Conducting Marketing Research and Forecasting Demand

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

A marketing manager would like to ask a few simple questions of his or her company's target market (a population).If the manager would like to ensure that every member of that population has an equal chance of being chosen for questioning,the manager would need to select which sampling method?

The distance between the market minimum and the market potential shows the overall marketing sensitivity of demand.

London Business School's Tim Ambler believes evaluation of marketing performance can be split into two parts: ________.

A ________ is a gathering of 6 to 10 people who are carefully selected based on certain demographic,psychographic,or other considerations and brought together to discuss at length various topics of interest.

Characterize the structure and purpose of a focus group.

One way companies can conduct market research in a creative and affordable way is to engage students to design and carry out projects,such as the Innovation Challenge sponsored by American Express,GE,and Hilton Hotels.

If a company wants to assess the magnitude of consumers' knowledge,beliefs,preferences,and satisfaction,the company will most likely choose which of the five research approaches outlined in the text?

When calculating the market demand function,the ________ is the base sales that would take place without any demand-stimulating expenditures.

Few companies use sales-force estimates without making some adjustments because of both deliberate and inadvertent estimation error on the part of salespeople.

One of the don'ts of questionnaire construction is to ensure that fixed responses do not overlap.Which of the following is the best illustration of a problem that this "don't" might cause?

The main drawback to the ________ is that the interviews must be short and not too personal.

Racquetball playing,which is very much affected in size by the level of industry marketing expenditures,is known as a(n)________.

________ provide diagnostic information about how and why we observe certain effects in the marketplace,and what that means to marketers.

In the famous case where Coca-Cola introduced New Coke after much research,the failure of New Coke was largely due to a marketing research barrier identified as ________.

All of the following are rules of thumb for questionnaire design EXCEPT ________.

Companies assume that the lower the ________,the higher the market potential.

All the buyers who are able and willing to buy a company's products or services are called the overall market share.

"What does the Coca-Cola name mean to you?" would be an illustration of a question that might be used in a projective technique.

The text lists several creative ways that a small company can conduct marketing research without incurring the high costs often associated with a marketing research effort.List three methods that might be considered to be creative.