Exam 10: Marketing Research and Sales Forecasting

Census data is an example of primary data.

A(n)_____ sets the stage for more in-depth research in a marketing research process by further clarifying what researchers need to test.It is a tentative explanation for a specific event.

Data mining focuses on identifying relationships that are not obvious to the marketers.

A _____ helps the marketers in conducting marketing research by performing all the steps in the marketing research process.

Describe the three principal methods used by researchers to collect primary data.

A(n)_____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations.

_____ are interviews conducted inside retail shopping centers.

Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

Which of the following qualitative forecasting techniques is useful in predicting short-term and intermediate sales for firms that serve selected customers?

Walmart is evaluating its performance records of the previous years that are stored in its database.In addition to this,the company is also evaluating its previous year invoices.This evaluation process carried out by firms is called _____.

Which of the following is the most commonly used quantitative forecasting technique?

Interpretative research focuses on understanding the meaning of a product or the consumption experience in a consumer's life.

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.Which of the following techniques will best suit his purpose?

A syndicated service can also be considered a type of limited-service research supplier.

While shopping at the mall,Luiz is approached by a representative of a marketing research company doing an exploratory study.He is asked to spend 10 minutes answering questions in return for a 25 percent coupon good at any store in the mall.From a marketer's perspective,Luiz is part of an accidental sample.

"On the street" interviews conducted by a broadcaster with anyone who passes by are examples of _____ sampling.

An organization that regularly provides a standardized set of data on a periodic basis to its subscribers is called a ______.

Describe the process of exploratory research.

_____ is a type of primary research in which a researcher observes a customer or a group of customers in their natural setting and interprets their behavior based on an understanding of the social and cultural characteristics of that setting.