Question 1

Describe what might occur in an intercept interview.What are the chief disadvantages of this method of contact

Accepted Answer

Intercept interviews involve stopping pe

Question 2

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

Accepted Answer

A)  online research is inexpensive 
B)  online research is fast 
C)  online research is relatively free of technological problems and inconsistencies 
D)  online research is versatile 
E)  people tend to be more honest online than in other interviewing methods 
A)  online research is inexpensive 
B)  online research is fast 
C)  online research is relatively free of technological problems and inconsistencies 
D)  online research is versatile 
E)  people tend to be more honest online than in other interviewing methods

Question 3

Marketing-mix modeling is used to estimate causal relationships and measure how marketing activity affects outcomes.

Accepted Answer

A) True 
 B)False

Question 4

One of the biggest obstacles to conducting international research is ________.

Accepted Answer

A)  cost 
B)  lack of consistency 
C)  language difficulties 
D)  religious bias 
E)  lack of management's commitment in this area 
A)  cost 
B)  lack of consistency 
C)  language difficulties 
D)  religious bias 
E)  lack of management's commitment in this area

Question 5

A low market share-penetration index indicates substantial growth potential for all the firms.

Accepted Answer

A) True 
 B)False

Question 6

A sales quota is a conservative estimate of the expected volume of sales,primarily for making current purchasing,production,and cash flow decisions.

Accepted Answer

A) True 
 B)False

Question 7

A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest and impact on the company's performance.List four constituencies that might be included.

Accepted Answer

The stakeholder-performance sc

Question 8

A marketing research firm intends to ask consumers a question that reads "Do you intend to buy a automobile within the next six months" Consumers could respond in several ways including no chance,slight possibility,fair possibility,good possibility,high possibility,and certain.Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use in the research effort

Accepted Answer

A)  Buying ratio scale 
B)  Behavioral scale 
C)  Attitude scale 
D)  Purchase probability scale 
E)  Market-test scale 
A)  Buying ratio scale 
B)  Behavioral scale 
C)  Attitude scale 
D)  Purchase probability scale 
E)  Market-test scale

Question 9

After developing the research plan,the marketing researcher should define the problem and research objectives.

Accepted Answer

A) True 
 B)False

Question 10

Describe a marketing decision support system (MDSS).

Accepted Answer

A marketing decision support system is d

Question 11

Define marketing research.

Accepted Answer

Marketing research is seen as

Question 12

It is often necessary for marketers to understand the nature of market demand.Define market demand.

Accepted Answer

Market demand for a product is the total

Question 13

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

Accepted Answer

A probability sample can be ta

Question 14

If a marketing research firm were also known as a field-service firm (e.g.,it sells its field interviewing services to other firms),it would be called a ________.

Accepted Answer

A)  custom marketing research firm 
B)  syndicated-service research firm 
C)  specialty-line marketing research firm 
D)  general-line marketing research firm 
E)  systematic marketing research firm 
A)  custom marketing research firm 
B)  syndicated-service research firm 
C)  specialty-line marketing research firm 
D)  general-line marketing research firm 
E)  systematic marketing research firm

Question 15

A target market is the set of consumers who profess a sufficient level of interest in a market offer.

Accepted Answer

A) True 
 B)False

Question 16

Time-series analysis,exponential smoothing,and statistical demand analysis are all forms of ________.

Accepted Answer

A)  expert opinion 
B)  market-test methods 
C)  buyer intention surveys 
D)  past-sales analysis 
E)  none of the above 
A)  expert opinion 
B)  market-test methods 
C)  buyer intention surveys 
D)  past-sales analysis 
E)  none of the above

Question 17

Some marketing managers view marketing research as little more than a clerical activity and treat it as such.This is a reflection of which of the barriers that must be overcome if successful marketing research is to occur

Accepted Answer

A)  Uneven caliber of researchers 
B)  Poor framing of the problem 
C)  Erroneous findings 
D)  Personality differences 
E)  Presentation differences 
A)  Uneven caliber of researchers 
B)  Poor framing of the problem 
C)  Erroneous findings 
D)  Personality differences 
E)  Presentation differences

Question 18

When buyers don't plan their purchases carefully,or experts are unavailable or unreliable,exponential smoothing can help forecast new-product sales.

Accepted Answer

A) True 
 B)False

Question 19

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

Accepted Answer

A) True 
 B)False

Question 20

Companies interested in market potential have a special interest in the product-penetration percentage,which is the percentage of ownership or use of a product or service in a population.

Accepted Answer

A) True 
 B)False

Exam 4: Conducting Marketing Research and Forecasting Demand

Describe what might occur in an intercept interview.What are the chief disadvantages of this method of contact

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

Marketing-mix modeling is used to estimate causal relationships and measure how marketing activity affects outcomes.

One of the biggest obstacles to conducting international research is ________.

A low market share-penetration index indicates substantial growth potential for all the firms.

A sales quota is a conservative estimate of the expected volume of sales,primarily for making current purchasing,production,and cash flow decisions.

A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest and impact on the company's performance.List four constituencies that might be included.

After developing the research plan,the marketing researcher should define the problem and research objectives.

Describe a marketing decision support system (MDSS).

Define marketing research.

It is often necessary for marketers to understand the nature of market demand.Define market demand.

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

If a marketing research firm were also known as a field-service firm (e.g.,it sells its field interviewing services to other firms),it would be called a ________.

A target market is the set of consumers who profess a sufficient level of interest in a market offer.

Time-series analysis,exponential smoothing,and statistical demand analysis are all forms of ________.

Some marketing managers view marketing research as little more than a clerical activity and treat it as such.This is a reflection of which of the barriers that must be overcome if successful marketing research is to occur

When buyers don't plan their purchases carefully,or experts are unavailable or unreliable,exponential smoothing can help forecast new-product sales.

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

Companies interested in market potential have a special interest in the product-penetration percentage,which is the percentage of ownership or use of a product or service in a population.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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