Exam 4: Conducting Marketing Research and Forecasting Demand

If a marketing researcher decides to use a Likert scale,the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product,service,or concept.

Explain what a "projective technique" is and how it might be used to assist researchers in understanding consumer actions and behavior.

If a marketing researcher bases his or her sample on population members who are good prospects for accurate information,a judgment sample has been selected.

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

One of the characteristics of good marketing research is that it uses multiple methods.

If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand,the marketing researcher is using the ________ approach.

Before Sandra Perez opened her floral shop she read all she could on the industry.She also reviewed library data banks on growth patterns in the local area with particular interest in the location of florists throughout the city.This ________ assisted her in deciding where to locate her store.

The most common instrument used to collect primary data is the questionnaire.

A common way to estimate total market potential is to multiply the potential number of buyers by the average quantity each purchases,times the price.

The ________ is the set of customers who are buying the company's product.