Exam 10: Marketing Research and Sales Forecasting

Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and expectations.In writing the final report,Jack should remember to:

Which of the following is true of secondary data used in marketing research?

_____ seeks to discover the cause of a specific problem by discussing the problem with informed sources and by examining data from other information sources.

The information collected for a specific investigation is called _____.

The U.S.database that combines features such as railroads,highways,and rivers with census data such as household income is called:

Which of the following forecasting techniques develops forecasts based on the belief that organization members closest to the marketplace offer the best insights concerning short-term future sales?

The _____ is a qualitative sales forecasting method that gathers and redistributes several rounds of anonymous forecasts until the participants reach a consensus.

Videotaping consumers in action is gaining acceptance as an observational research technique.

McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a six-month period.If the product and promotional efforts behind it are successful,the company may launch them nationwide.What type of research is being conducted to determine potential success?

Online surveys are less intrusive than telephone surveys and allow participants to respond at their leisure.

Fizzy Cola Company created a sample containing 25 of their regular cola drinkers,25 of their diet cola drinkers,and 25 of their diet caffeine-free drinkers.They created the sample by stopping people on the street and continuing until they had spoken to enough people to meet the requirement.Such a sample is a nonprobability cluster sample.

Which of the following is a qualitative sales forecasting technique?

An accidental sample is also known as a _____ sample.

A marketing related problem can be identified by evaluating the firm's marketing mix elements and target market.

What is the significance of marketing research to businesses? What are the stages involved in the marketing research process?

Which of the following data collection methods is considered as the best means for obtaining detailed information about consumers?

The interviews conducted during exploratory research with informed people outside the firm are termed as formal investigations.

_____ is a technique that assigns weight to historical sales data,giving the greatest weight to the most recent data.

An estimate of a firm's revenue for a specified future period is known as a _____.

Personal interviews is usually the best means to obtain detailed information about consumers.