Exam 7: Marketing Research, Decision Support Systems, and Sales Forecasting

Telephone interviews are a suitable method of collecting worldwide primary marketing research data because the telephone is now the universal appliance found in every home.

Observational research has no real benefits in the use of technology to monitor consumers because the consumer cannot be relied on to use the technology correctly.

What can researchers begin doing once a firm has defined the problem it seeks to solve?

Which of the following describes people meters?

Which of the following is an advantage of using mail surveys when conducting market research?

Since few libraries carry specialized trade journals, what is one of the best ways to gather data from these journals?

Which of the following is a quantitative forecasting method?

The growth of the Internet is creating a need for new research techniques to measure and capture information about website visitors.At present, no industry-wide standards define techniques for measuring Web use.

What is involved in interpretive research?

Megan believes the reason the sales of one of her company's products have fallen is due to a price increase.She cites sales from the previous year to the same customers as evidence of declining sales.Where is Megan in the marketing research process?

Users of online surveys have discovered that this method actually slows the process of gathering data, causes sample sizes to shrink, and dramatically increases costs.

In order, list the six steps of the marketing research process.

A hypothesis is a tentative explanation for some specific event involving the relationship among variables that carries clear implications for testing the relationship.

Millions of consumers purchase Johnson & Johnson Band-Aid adhesive strips each year.Which of the following forecasting techniques would be the MOST appropriate for a firm to use?

Erica is a marketing researcher involved in improving drug store layouts.Erica would like to know how frequently customers in a particular store actually turn left to the cosmetics counter and try out tester fragrances.What would be the best method for Erica to collect this data?

A short-run sales forecast usually covers a period of up to five years.

What kind of data is collected and published by organizations such as trade associations or general business magazines?

What does a marketing cost analysis evaluate?

Which of the following is NOT a good source of secondary data for marketing research studies?

What are the qualitative approaches to sales forecasting?