Question 1

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

Accepted Answer

A)  Sales forecasting 
B)  Data mining 
C)  Exploratory research 
D)  Ethnographic research 
A)  Sales forecasting 
B)  Data mining 
C)  Exploratory research 
D)  Ethnographic research

Question 2

A quota sample differs from a stratified sample,as in a quota sample,researchers select subsamples by some random process.

Accepted Answer

A) True 
 B)False

Question 3

The Delphi technique is preferred by marketers as it is quick and inexpensive,and works best for short-run forecasting.

Accepted Answer

A) True 
 B)False

Question 4

A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a limitation of trend analysis?

Accepted Answer

A)  It is expensive and time consuming. 
B)  It can communicate marketing plans to the competitors before the firm introduces a product to the total market. 
C)  It is unable to make reliable forecasts during periods of steady growth and stable demand. 
D)  It assumes that the future events will continue in the same manner as the past. 
A)  It is expensive and time consuming. 
B)  It can communicate marketing plans to the competitors before the firm introduces a product to the total market. 
C)  It is unable to make reliable forecasts during periods of steady growth and stable demand. 
D)  It assumes that the future events will continue in the same manner as the past.

Question 6

Kate believes the reason the sales of one of her company's products has fallen is due to a price increase.She cites sales from the previous year to the same customers as evidence of declining sales.Kate is:

Accepted Answer

A)  developing a research design. 
B)  formulating a hypothesis. 
C)  identifying a symptom. 
D)  conducting exploratory research. 
A)  developing a research design. 
B)  formulating a hypothesis. 
C)  identifying a symptom. 
D)  conducting exploratory research.

Question 7

A _____ is a master plan created by a marketer for conducting market research.

Accepted Answer

A)  research cluster 
B)  research hypothesis 
C)  probability sample 
D)  research design 
A)  research cluster 
B)  research hypothesis 
C)  probability sample 
D)  research design

Question 8

Marketing researchers must remember to direct their reports toward management and not to other researchers.

Accepted Answer

A) True 
 B)False

Question 9

How has the marketing research function developed in the recent years?

Accepted Answer

Most early marketing research gathered l

Question 10

_____ is the process of collecting and using information for marketing decision making.

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

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

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 12

A _____ gathers input through mail-in questionnaires,online feedback,telephone polls,and personal interviews to determine the purchasing intentions of a representative group of present and potential customers.

Accepted Answer

A)  test market 
B)  survey of buyer intentions 
C)  sales force composite technique 
D)  trend analysis 
A)  test market 
B)  survey of buyer intentions 
C)  sales force composite technique 
D)  trend analysis

Question 13

Businesses may need to adjust their data collection methods for primary research in foreign countries since some methods do not easily transfer across national borders.

Accepted Answer

A) True 
 B)False

Question 14

What is data mining? How does it help marketers in decision making?

Accepted Answer

Data mining is the process of searching

Question 15

A probability sample relies on personal judgement somewhere in the selection process.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is the most important source of secondary data in the United States?

Accepted Answer

A)  Chamber of Commerce 
B)  Treasury Department 
C)  Federal government 
D)  Bureau of Labor Statistics 
A)  Chamber of Commerce 
B)  Treasury Department 
C)  Federal government 
D)  Bureau of Labor Statistics

Question 18

The response rates for mail questionnaires are much higher compared to personal interviews.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is a quantitative forecasting techniques that is frequently used by planners to assess consumer responses to new-product offerings?

Accepted Answer

A)  Survey of buyer intentions 
B)  Exponential smoothing 
C)  Test markets 
D)  Sales force composite technique 
A)  Survey of buyer intentions 
B)  Exponential smoothing 
C)  Test markets 
D)  Sales force composite technique

Question 20

A marketing information system (MIS)is a part of a firm's overall management information system that deals specifically with marketing data and issues.

Accepted Answer

A) True 
 B)False

Exam 10: Marketing Research and Sales Forecasting

_____ is the process of searching through computerized information files to detect patterns that guide decision making.

A quota sample differs from a stratified sample,as in a quota sample,researchers select subsamples by some random process.

The Delphi technique is preferred by marketers as it is quick and inexpensive,and works best for short-run forecasting.

A marketing research organization that regularly provides a standardized set of data to all customers is called a full-service research supplier.

Which of the following is a limitation of trend analysis?

Kate believes the reason the sales of one of her company's products has fallen is due to a price increase.She cites sales from the previous year to the same customers as evidence of declining sales.Kate is:

A _____ is a master plan created by a marketer for conducting market research.

Marketing researchers must remember to direct their reports toward management and not to other researchers.

How has the marketing research function developed in the recent years?

_____ is the process of collecting and using information for marketing decision making.

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

A _____ gathers input through mail-in questionnaires,online feedback,telephone polls,and personal interviews to determine the purchasing intentions of a representative group of present and potential customers.

Businesses may need to adjust their data collection methods for primary research in foreign countries since some methods do not easily transfer across national borders.

What is data mining? How does it help marketers in decision making?

A probability sample relies on personal judgement somewhere in the selection process.

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

Which of the following is the most important source of secondary data in the United States?

The response rates for mail questionnaires are much higher compared to personal interviews.

Which of the following is a quantitative forecasting techniques that is frequently used by planners to assess consumer responses to new-product offerings?

A marketing information system (MIS)is a part of a firm's overall management information system that deals specifically with marketing data and issues.

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