Question 1

Marketing research is most likely to be outsourced if the:

Accepted Answer

A)  outside provider is a government agency. 
B)  firm wishes to integrate its core competency with its supplementary divisions. 
C)  outside provider is likely to collect more reliable and accurate information. 
D)  firm decides to expand its market base by introducing a new product or service. 
A)  outside provider is a government agency. 
B)  firm wishes to integrate its core competency with its supplementary divisions. 
C)  outside provider is likely to collect more reliable and accurate information. 
D)  firm decides to expand its market base by introducing a new product or service. C

Question 2

Analysis of sales performance records helps marketers to find clues to potential problems.

Accepted Answer

A) True 
 B)False  True

Question 3

At present,no industry-wide standards define techniques for measuring Web use.

Accepted Answer

A) True 
 B)False  True

Question 4

Marketing research aids decision makers in analyzing data and in suggesting possible actions.

Accepted Answer

A) True 
 B)False

Question 5

A company using exponential smoothing technique for forecasting their sales in 2012,is likely to award a 1.5 weight for sales data of 2012,2.0 weight for sales data from 2011,and 2.5 weight for the sales data from 2009.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is the least-used method for collecting primary data?

Accepted Answer

A)  Focus group 
B)  Telephone survey 
C)  Controlled experiment 
D)  Online survey 
A)  Focus group 
B)  Telephone survey 
C)  Controlled experiment 
D)  Online survey

Question 7

Which of the following serves as a source of internal data for a firm involved in marketing research?

Accepted Answer

A)  Syndicated service firm reports 
B)  Marketing cost analysis 
C)  Census data 
D)  Business and trade magazines 
A)  Syndicated service firm reports 
B)  Marketing cost analysis 
C)  Census data 
D)  Business and trade magazines

Question 8

While mail surveys are a common data collection method in developed countries,they are an unreliable means of gathering primary data in many foreign countries because of the:

Accepted Answer

A)  opinionated nature of target samples. 
B)  reticence of people in presence of others. 
C)  low literacy rates. 
D)  lack of basic telecommunications infrastructure. 
A)  opinionated nature of target samples. 
B)  reticence of people in presence of others. 
C)  low literacy rates. 
D)  lack of basic telecommunications infrastructure.

Question 9

Researchers can help decision makers understand the findings and reach consensus by presenting the results to all key executives at a single sitting.

Accepted Answer

A) True 
 B)False

Question 10

_____ is the process of selecting survey respondents or research participants.

Accepted Answer

A) mall intercepts 
B) exploratory research 
C) secondary data 
D) primary data 
E) sampling
F)hypothesis
G)simple random sample
H)interpretative research
I)focus group
J)marketing decision support system
K)sales forecast
L)jury of executive opinion
M)Delphi technique
N)marketing research
O)trend analysis
P)exponential smoothing
Q)cluster sample
R)data mining
S)convenience sample
T)controlled experiment 
A) mall intercepts 
B) exploratory research 
C) secondary data 
D) primary data 
E) sampling
F)hypothesis
G)simple random sample
H)interpretative research
I)focus group
J)marketing decision support system
K)sales forecast
L)jury of executive opinion
M)Delphi technique
N)marketing research
O)trend analysis
P)exponential smoothing
Q)cluster sample
R)data mining
S)convenience sample
T)controlled experiment

Question 11

As part of his marketing research duties,Neal evaluates the expenses incurred by his company for selling,warehousing,advertising,and delivering the products.Neal is engaging in:

Accepted Answer

A)  exploratory sales review. 
B)  interpretative research. 
C)  business process reengineering. 
D)  marketing cost analysis. 
A)  exploratory sales review. 
B)  interpretative research. 
C)  business process reengineering. 
D)  marketing cost analysis.

Question 12

Erica is a marketing researcher involved in improving retail store layouts.Erica would like to know the order in which the various types of products are purchased by the customers.Erica also wants to find out what type of assistance is required by the customers while purchasing products.The best method for Erica to collect this data would be by:

Accepted Answer

A)  observation. 
B)  telephonic surveys. 
C)  voluntary mail-back questionnaires. 
D)  Delphi technique. 
A)  observation. 
B)  telephonic surveys. 
C)  voluntary mail-back questionnaires. 
D)  Delphi technique.

Question 13

Millions of consumers purchase Johnson & Johnson Band-Aids each year.Due to this large consumer base,the best method that Johnson & Johnson can use to forecast sales of Band-Aid is the survey of buyer intentions.

Accepted Answer

A) True 
 B)False

Question 14

Differentiate between qualitative and quantitative forecasting techniques.

Accepted Answer

Qualitative forecasting techniques rely

Question 15

Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting?

Accepted Answer

A)  Test marketing 
B)  Interpretative research 
C)  Controlled experiment 
D)  Focus group 
A)  Test marketing 
B)  Interpretative research 
C)  Controlled experiment 
D)  Focus group

Question 16

Emily,a custom homebuilder,observes that the 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,Emily predicts that this year's sales should be $1,650,000.Emily is using the method of trend analysis for forecasting sales.

Accepted Answer

A) True 
 B)False

Question 17

Survey methods used in marketing research for collecting primary data involve the:

Accepted Answer

A)  use of Delphi technique. 
B)  review of sales data on customer purchase rates to estimate the future sales. 
C)  analysis of historical census data. 
D)  use of questionnaires to obtain demographic information of consumers. 
A)  use of Delphi technique. 
B)  review of sales data on customer purchase rates to estimate the future sales. 
C)  analysis of historical census data. 
D)  use of questionnaires to obtain demographic information of consumers.

Question 18

What is an MDSS? How is it different from an MIS?

Accepted Answer

A marketing decision support system (MDS

Question 19

Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

Accepted Answer

A) True 
 B)False

Question 20

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.

Accepted Answer

A)  situation analysis 
B)  informal investigation 
C)  exploratory research 
D)  interpretative research 
A)  situation analysis 
B)  informal investigation 
C)  exploratory research 
D)  interpretative research

Marketing research is most likely to be outsourced if the:

Analysis of sales performance records helps marketers to find clues to potential problems.

At present,no industry-wide standards define techniques for measuring Web use.

Marketing research aids decision makers in analyzing data and in suggesting possible actions.

A company using exponential smoothing technique for forecasting their sales in 2012,is likely to award a 1.5 weight for sales data of 2012,2.0 weight for sales data from 2011,and 2.5 weight for the sales data from 2009.

Which of the following is the least-used method for collecting primary data?

Which of the following serves as a source of internal data for a firm involved in marketing research?

While mail surveys are a common data collection method in developed countries,they are an unreliable means of gathering primary data in many foreign countries because of the:

Researchers can help decision makers understand the findings and reach consensus by presenting the results to all key executives at a single sitting.

_____ is the process of selecting survey respondents or research participants.

As part of his marketing research duties,Neal evaluates the expenses incurred by his company for selling,warehousing,advertising,and delivering the products.Neal is engaging in:

Millions of consumers purchase Johnson & Johnson Band-Aids each year.Due to this large consumer base,the best method that Johnson & Johnson can use to forecast sales of Band-Aid is the survey of buyer intentions.

Differentiate between qualitative and quantitative forecasting techniques.

Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting?

Survey methods used in marketing research for collecting primary data involve the:

What is an MDSS? How is it different from an MIS?

Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-to-Business (B2B)Marketing

Global Marketing

Market Segmentation, Targeting, and Positioning

Relationship Marketing and Customer Relationship Management (CRM)

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters

Exam 10: Marketing Research and Sales Forecasting

Marketing research is most likely to be outsourced if the:

Analysis of sales performance records helps marketers to find clues to potential problems.

At present,no industry-wide standards define techniques for measuring Web use.

Marketing research aids decision makers in analyzing data and in suggesting possible actions.

A company using exponential smoothing technique for forecasting their sales in 2012,is likely to award a 1.5 weight for sales data of 2012,2.0 weight for sales data from 2011,and 2.5 weight for the sales data from 2009.

Which of the following is the least-used method for collecting primary data?

Which of the following serves as a source of internal data for a firm involved in marketing research?

While mail surveys are a common data collection method in developed countries,they are an unreliable means of gathering primary data in many foreign countries because of the:

Researchers can help decision makers understand the findings and reach consensus by presenting the results to all key executives at a single sitting.

_____ is the process of selecting survey respondents or research participants.

As part of his marketing research duties,Neal evaluates the expenses incurred by his company for selling,warehousing,advertising,and delivering the products.Neal is engaging in:

Millions of consumers purchase Johnson & Johnson Band-Aids each year.Due to this large consumer base,the best method that Johnson & Johnson can use to forecast sales of Band-Aid is the survey of buyer intentions.

Differentiate between qualitative and quantitative forecasting techniques.

Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting?

Survey methods used in marketing research for collecting primary data involve the:

What is an MDSS? How is it different from an MIS?

Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-to-Business (B2B)Marketing

Global Marketing

Market Segmentation, Targeting, and Positioning

Relationship Marketing and Customer Relationship Management (CRM)

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters