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

If the United Nations were to bring experts together to discuss the impact of technological change on less-developed countries, which of the following forecasting techniques would the United Nations be using?

After a problem has been defined and an exploratory investigation is conducted, what should the marketing researcher be able to do next?

Which of the following indicates the frequency with which Stats Canada conducts a Canadian Census?

What do sales forecasts play a major role in?

Exploratory research seeks to solve problems by generating a pool of new data from experimental activities.

Walmart prefers transaction records sorted by customer type, product, sales method, type of order, and order size.What is analyzing internal data sorted in this manner called?

Which of the following describes Environics Research Group?

Use of outside suppliers of marketing research services helps to ensure that studies are conducted to validate favoured personal theories or preferred opinions.

Typical sources of internal company data are sales records, financial records, and marketing cost analysis.

One drawback associated with doing telephone interviews is the hesitance of many respondents to give personal characteristics about themselves over the telephone.

Which of the following is a qualitative sales forecasting technique?

Carlos, CEO of Fresh Foods, wants a qualitative forecasting technique that is quick, inexpensive, and can be effectively used to forecast sales in the short run and for new product development.What method should he use?

When is a research design deemed to be successful?

Prior to the 1930s, marketing research was fairly sophisticated with refined statistical techniques producing high levels of accuracy in research findings.

What is a Marketing Decision Support System (MDSS)? How does it take a Marketing Information System MIS one step further?

Emily is a custom homebuilder and estimates that last year's sales were $1,500,000 and the sales growth rate for the past several years has been averaging 10 percent.On that basis, this year's sales should be $1,650,000.Which of the following forecasting techniques is Emily using?

What is it called when huge amounts of customer information are entered into a database to be used for data mining?

Managerial decision makers are often presented with the results of a marketing research study.What is a common problem these results confront them with?

Explain why a firm would want to have a customer satisfaction measurement program.

Symptoms are NOT the main focus of the problem definition process in marketing research; they merely alert the marketer to the existence of a problem.