Question 1

Which of the following factors is most likely to have an influence on the choice between primary and secondary data?

Accepted Answer

A)  Data source 
B)  Substitutability 
C)  Availability 
D)  Applicability 
A)  Data source 
B)  Substitutability 
C)  Availability 
D)  Applicability

Question 2

Which of the following qualitative forecasting techniques is best suited for predicting long-run issues such as technological breakthroughs that could affect future sales?

Accepted Answer

A)  Survey of buyer intentions 
B)  The Delphi technique 
C)  Jury of executive opinion 
D)  Sales force composite technique 
A)  Survey of buyer intentions 
B)  The Delphi technique 
C)  Jury of executive opinion 
D)  Sales force composite technique

Question 3

Which of the following is a type of nonprobability sample?

Accepted Answer

A)  Convenience sample 
B)  Cluster sample 
C)  Stratified sample 
D)  Simple random sample 
A)  Convenience sample 
B)  Cluster sample 
C)  Stratified sample 
D)  Simple random sample

Question 4

A group of people chosen from a defined population to be survey respondents or research participants is called a:

Accepted Answer

A)  population. 
B)  segment. 
C)  sample. 
D)  community. 
A)  population. 
B)  segment. 
C)  sample. 
D)  community.

Question 5

_____ is a quantitative sales forecasting method that estimates future sales through statistical analysis of historical sales patterns.

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 6

The information collected for the first time specifically for a marketing research study is called _____ data.

Accepted Answer

A)  qualitative 
B)  primary 
C)  processed 
D)  secondary 
A)  qualitative 
B)  primary 
C)  processed 
D)  secondary

Question 7

Buyer surveys gather useful information only when customers willingly reveal their buying intentions.

Accepted Answer

A) True 
 B)False

Question 8

A marketing information system allows marketers to store data,classify and analyze that data,and retrieve it easily when needed.

Accepted Answer

A) True 
 B)False

Question 9

Quantitative forecasting methods rely on subjective data that reports opinions rather than exact historical data.

Accepted Answer

A) True 
 B)False

Question 10

The first step in the marketing research process is to conduct exploratory research,and then use the information to define the problem.

Accepted Answer

A) True 
 B)False

Question 11

Online companies need to be careful while using the personal data of consumers as there are various laws imposed to govern the use of personal data by online companies and data aggregators.

Accepted Answer

A) True 
 B)False

Question 12

What is interpretative research? When do researchers use interpretative research?

Accepted Answer

Interpretative research is a marketing r

Question 13

A full-service research supplier is a marketing research organization that performs all the steps in the marketing research process for a client.

Accepted Answer

A) True 
 B)False

Question 14

_____ is a qualitative sales forecasting method that assesses the sales expectations of various company officials.

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 15

Which of the following methods used for conducting primary research gathers information by encouraging the participants to engage in a discussion on a predetermined topic?

Accepted Answer

A)  Trend analysis 
B)  Delphi technique 
C)  Focus group 
D)  Interpretative research 
A)  Trend analysis 
B)  Delphi technique 
C)  Focus group 
D)  Interpretative research

Question 16

Explain the different types of probability samples.

Accepted Answer

The different types of probability sampl

Question 17

The symptoms of a problem merely alert the marketer that a problem exists.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following can be regarded as external data?

Accepted Answer

A)  Sales force activity reports compiled by the sales manager 
B)  Accounting data obtained from the financial statements 
C)  Information obtained from a syndicated research service 
D)  Product performance reviews made by the engineering department 
A)  Sales force activity reports compiled by the sales manager 
B)  Accounting data obtained from the financial statements 
C)  Information obtained from a syndicated research service 
D)  Product performance reviews made by the engineering department

Question 19

Secondary data has the advantage of being more completely relevant to the research than primary data.

Accepted Answer

A) True 
 B)False

Question 20

A(n)_____ is a probability sample in which every individual in the relevant universe has an equal opportunity of being selected.

Accepted Answer

A)  accidental sample 
B)  convenience sample 
C)  quota sample 
D)  simple random sample 
A)  accidental sample 
B)  convenience sample 
C)  quota sample 
D)  simple random sample

Exam 10: Marketing Research and Sales Forecasting

Which of the following factors is most likely to have an influence on the choice between primary and secondary data?

Which of the following qualitative forecasting techniques is best suited for predicting long-run issues such as technological breakthroughs that could affect future sales?

Which of the following is a type of nonprobability sample?

A group of people chosen from a defined population to be survey respondents or research participants is called a:

_____ is a quantitative sales forecasting method that estimates future sales through statistical analysis of historical sales patterns.

The information collected for the first time specifically for a marketing research study is called _____ data.

Buyer surveys gather useful information only when customers willingly reveal their buying intentions.

A marketing information system allows marketers to store data,classify and analyze that data,and retrieve it easily when needed.

Quantitative forecasting methods rely on subjective data that reports opinions rather than exact historical data.

The first step in the marketing research process is to conduct exploratory research,and then use the information to define the problem.

Online companies need to be careful while using the personal data of consumers as there are various laws imposed to govern the use of personal data by online companies and data aggregators.

What is interpretative research? When do researchers use interpretative research?

A full-service research supplier is a marketing research organization that performs all the steps in the marketing research process for a client.

_____ is a qualitative sales forecasting method that assesses the sales expectations of various company officials.

Which of the following methods used for conducting primary research gathers information by encouraging the participants to engage in a discussion on a predetermined topic?

Explain the different types of probability samples.

The symptoms of a problem merely alert the marketer that a problem exists.

Which of the following can be regarded as external data?

Secondary data has the advantage of being more completely relevant to the research than primary data.

A(n)_____ is a probability sample in which every individual in the relevant universe has an equal opportunity of being selected.

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