Question 1

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

Accepted Answer

A)  nonexpansible market 
B)  market demand function 
C)  expansible market 
D)  potential market 
E)  target market 
A)  nonexpansible market 
B)  market demand function 
C)  expansible market 
D)  potential market 
E)  target market

Question 2

Bank of America's research following baby-boomer women at home and while they shopped yielded two insights-they rounded up financial transactions because it was more convenient,and those with children found it difficult to save.In what category of research would this study fall

Accepted Answer

This study was an ex

Question 3

Which of the following is one of the key disadvantages of online market research

Accepted Answer

A)  Online research is expensive. 
B)  Online research is slow. 
C)  People tend to be dishonest online. 
D)  Online research lacks versatility. 
E)  Samples can be small and skewed. 
A)  Online research is expensive. 
B)  Online research is slow. 
C)  People tend to be dishonest online. 
D)  Online research lacks versatility. 
E)  Samples can be small and skewed.

Question 4

With respect to past-sales analysis,econometric analysis consists of projecting the next period's sales by combining an average of past sales and the most recent sales,giving more weight to the latter.

Accepted Answer

A) True 
 B)False

Question 5

________ is(are)the set of measures that helps firms to quantify,compare,and interpret their marketing performance.

Accepted Answer

A)  Marketing diagnostics 
B)  Psychographics 
C)  Demographics. 
D)  Marketing intelligence 
E)  Marketing metrics, 
A)  Marketing diagnostics 
B)  Psychographics 
C)  Demographics. 
D)  Marketing intelligence 
E)  Marketing metrics,

Question 6

Marketing research is now about a ________ billion industry globally.

Accepted Answer

A)  $50 
B)  $24 
C)  $16.5 
D)  $10 
E)  $7.5 
A)  $50 
B)  $24 
C)  $16.5 
D)  $10 
E)  $7.5

Question 7

The ________ phase of marketing research is generally the most expensive and the most prone to error.

Accepted Answer

A)  research objectives 
B)  research planning 
C)  questionnaire design 
D)  interview design 
E)  data collection 
A)  research objectives 
B)  research planning 
C)  questionnaire design 
D)  interview design 
E)  data collection

Question 8

If a marketing researcher selects the most accessible population members,he or she would have selected the ________ sampling method.

Accepted Answer

A)  simple random 
B)  stratified random 
C)  cluster 
D)  judgment 
E)  convenience 
A)  simple random 
B)  stratified random 
C)  cluster 
D)  judgment 
E)  convenience

Question 9

There are several methods for assessing market potential.Which of these methods do business marketers prefer

Accepted Answer

A)  Market-buildup method 
B)  Multiple-factor index method 
C)  Brand-development index method 
D)  Purchase-profitability index 
E)  Market-test index 
A)  Market-buildup method 
B)  Multiple-factor index method 
C)  Brand-development index method 
D)  Purchase-profitability index 
E)  Market-test index

Question 10

What is the chief advantage of using each of the following contact methods: mail questionnaire,telephone interview,and personal interview

Accepted Answer

The chief advantage of each contact meth

Question 11

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

Accepted Answer

A)  mail questionnaire 
B)  personal interview 
C)  online interview 
D)  secondary interview 
E)  telephone interview 
A)  mail questionnaire 
B)  personal interview 
C)  online interview 
D)  secondary interview 
E)  telephone interview

Question 12

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

Accepted Answer

Company demand is the company's estimate

Question 13

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.

Accepted Answer

A)  market maven 
B)  virtual research market 
C)  consumer dyad 
D)  focus group 
E)  Nielsen sample family 
A)  market maven 
B)  virtual research market 
C)  consumer dyad 
D)  focus group 
E)  Nielsen sample family

Question 14

The question "What is your opinion of American Airlines" is an example of a ________ question.

Accepted Answer

A)  rating scale 
B)  word association 
C)  completely unstructured 
D)  story completion 
E)  importance scale 
A)  rating scale 
B)  word association 
C)  completely unstructured 
D)  story completion 
E)  importance scale

Question 15

The most scientifically valid research is ________ research.

Accepted Answer

A)  observation 
B)  focus-group 
C)  survey 
D)  behavioral data 
E)  experimental 
A)  observation 
B)  focus-group 
C)  survey 
D)  behavioral data 
E)  experimental

Question 16

"What is your opinion of the American way of life" is an example of what might be called the semantic differential.

Accepted Answer

A) True 
 B)False

Question 17

________ are data that were collected for another purpose and already exist.

Accepted Answer

A)  Primary data 
B)  Secondary data 
C)  Tertiary data 
D)  Inordinate data 
E)  Ordinate data 
A)  Primary data 
B)  Secondary data 
C)  Tertiary data 
D)  Inordinate data 
E)  Ordinate data

Question 18

Which of the following is considered to be the last step in the marketing research process

Accepted Answer

A)  Present the findings 
B)  Analyze the information 
C)  Control the environment 
D)  Make the decision 
E)  Draft the report 
A)  Present the findings 
B)  Analyze the information 
C)  Control the environment 
D)  Make the decision 
E)  Draft the report

Question 19

If American Airlines seeks to quantify demand,such as how many first-class passengers would purchase in-flight Internet service at $25,the airline should conduct ________ research.

Accepted Answer

A)  descriptive 
B)  exploratory 
C)  prescriptive 
D)  analytic 
E)  qualitative 
A)  descriptive 
B)  exploratory 
C)  prescriptive 
D)  analytic 
E)  qualitative

Question 20

Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

Accepted Answer

A) True 
 B)False

Exam 4: Conducting Marketing Research and Forecasting Demand

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

Bank of America's research following baby-boomer women at home and while they shopped yielded two insights-they rounded up financial transactions because it was more convenient,and those with children found it difficult to save.In what category of research would this study fall

Which of the following is one of the key disadvantages of online market research

With respect to past-sales analysis,econometric analysis consists of projecting the next period's sales by combining an average of past sales and the most recent sales,giving more weight to the latter.

________ is(are)the set of measures that helps firms to quantify,compare,and interpret their marketing performance.

Marketing research is now about a ________ billion industry globally.

The ________ phase of marketing research is generally the most expensive and the most prone to error.

If a marketing researcher selects the most accessible population members,he or she would have selected the ________ sampling method.

There are several methods for assessing market potential.Which of these methods do business marketers prefer

What is the chief advantage of using each of the following contact methods: mail questionnaire,telephone interview,and personal interview

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

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

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.

The question "What is your opinion of American Airlines" is an example of a ________ question.

The most scientifically valid research is ________ research.

"What is your opinion of the American way of life" is an example of what might be called the semantic differential.

________ are data that were collected for another purpose and already exist.

Which of the following is considered to be the last step in the marketing research process

If American Airlines seeks to quantify demand,such as how many first-class passengers would purchase in-flight Internet service at $25,the airline should conduct ________ research.

Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

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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