Exam 8: Marketing Research, Decision Support Systems, and Sales Forecasting

A business to business company has three clients that comprise 80 percent of the company's revenue. The company wants to forecast sales for one to five years. Which forecasting technique would be the most appropriate for a firm to use?

Describe the three methods market researchers utilize for collecting primary data.

A research design is a master plan or model for conducting marketing research.

What kind of research seeks to discover the cause of a problem by discussing the problem with informed sources and examining pre-existing data?

In recent years, how have advances in computer technology significantly changed the nature of marketing research?

Why is sampling one of the MOST important aspects of research design?

Most businesses will extensively test-market long-lived, durable goods because of the major financial investments required for their development.

What is the sales forecasting technique called that typically works from the bottom up?

What underlying assumption is the danger of using trend analysis?

A full-service research supplier is a marketing research organization that performs all the steps in the marketing research process for a client.

What is a group of people chosen from a defined population to be survey respondents or research participants called?

The cost and time involved in collecting secondary data makes it a less-than-economical choice for most firms when compared to collection of primary data.

When is marketing research most likely to be contracted to an outside firm?

What did much of the early marketing research consist of?

It would be inappropriate in exploratory research for a manufacturer to talk to its wholesalers, retailers, and ultimate users of its product to obtain data relevant to discovering the cause of a problem because they are likely to show bias.

When conducting marketing research, it is important to remember that the symptoms are just as important as the problem itself.

When is marketing research most likely to be contracted to an outside firm?

What term refers to the process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources?

Marketing research interviews conducted in shopping centres where researchers can gain wide access to potential buyers of the products they are studying are called mall intercepts.

In research studies using the observation method, researchers view the overt actions of the subjects.