Question 1

Which of the following is a quantitative forecasting method?

Accepted Answer

A)  Jury of executive opinion 
B)  Sales force composite technique 
C)  Test market 
D)  Delphi technique 
A)  Jury of executive opinion 
B)  Sales force composite technique 
C)  Test market 
D)  Delphi technique

Question 2

Which of the following is a limitation of secondary data not found in primary data?

Accepted Answer

A)  It is more expensive to collect and analyze than primary data. 
B)  It is not readily accessible for marketers. 
C)  It may not be completely relevant to the specific needs of the marketer. 
D)  It is usually in the form of raw data and hence not reliable. 
A)  It is more expensive to collect and analyze than primary data. 
B)  It is not readily accessible for marketers. 
C)  It may not be completely relevant to the specific needs of the marketer. 
D)  It is usually in the form of raw data and hence not reliable.

Question 3

Which of the following is true of focus groups used by marketers to gather primary data?

Accepted Answer

A)  They elicit information from the customers through a question-and-answer format. 
B)  They allow participants to respond at their leisure. 
C)  They are typically used for measuring the success of a new product introduced in a specific area. 
D)  They are valuable tool for exploratory research and development of new product ideas. 
A)  They elicit information from the customers through a question-and-answer format. 
B)  They allow participants to respond at their leisure. 
C)  They are typically used for measuring the success of a new product introduced in a specific area. 
D)  They are valuable tool for exploratory research and development of new product ideas.

Question 4

Prior to the 1930s,most of the marketing research involved gathering written testimonials from purchasers of firms' products.

Accepted Answer

A) True 
 B)False

Question 5

Due to its low cost,the controlled experiment is the most commonly used method of collecting primary data for marketing research.

Accepted Answer

A) True 
 B)False

Question 6

Mail surveys and telephonic interviews are the most common methods for conducting primary research in developing countries.

Accepted Answer

A) True 
 B)False

Question 7

Firms usually decide whether to conduct a marketing research study internally or through an outside organization based on cost,reliability,and accuracy of the data collected by the outside firm.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

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 10

Penelope is using data collected and published by a trade association in her marketing research study.The data used by Penelope can be regarded as _____.

Accepted Answer

A)  secondary data 
B)  primary data 
C)  raw data 
D)  experimental data 
A)  secondary data 
B)  primary data 
C)  raw data 
D)  experimental data

Question 11

A market researcher for a cable company is seeking to determine the number of households in a selected neighborhood that consist of four or more people.The most cost efficient way to collect this information would be to:

Accepted Answer

A)  look through the census information available on the Internet. 
B)  use the services of a full service research supplier. 
C)  conduct personal interviews with neighborhood leaders. 
D)  search through the information provided by the local Chamber of Commerce. 
A)  look through the census information available on the Internet. 
B)  use the services of a full service research supplier. 
C)  conduct personal interviews with neighborhood leaders. 
D)  search through the information provided by the local Chamber of Commerce.

Question 12

List out the strengths and limitations of secondary data in comparison with primary data.

Accepted Answer

Secondary data offer two important advan

Question 13

_____ is the process of searching through customer databases to detect patterns that guide 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 14

A well-defined problem allows the researcher to focus on securing the exact information needed to solve the problem.

Accepted Answer

A) True 
 B)False

Question 15

A stratified sample is a type of nonprobability sample.

Accepted Answer

A) True 
 B)False

Question 16

Entertainment Research Group specializes in rating movie theaters using input from moviegoers.Entertainment Research Group is an example of a:

Accepted Answer

A)  contract market research firm. 
B)  computerized data supplier. 
C)  full-service consulting firm. 
D)  limited-service research supplier. 
A)  contract market research firm. 
B)  computerized data supplier. 
C)  full-service consulting firm. 
D)  limited-service research supplier.

Question 17

Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls.This information indicates that Antrix Corporation is a full-service research supplier.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  Delphi technique 
B)  Test Market 
C)  Exponential smoothing 
D)  Jury of executive opinion 
A)  Delphi technique 
B)  Test Market 
C)  Exponential smoothing 
D)  Jury of executive opinion

Question 19

A hypothesis sets the stage for more in-depth research by further clarifying what researchers need to test.

Accepted Answer

A) True 
 B)False

Question 20

Palmer Inc.recently changed its promotional strategies for marketing the products.The marketing team at Palmer has been asked to evaluate the target market and the marketing mix elements to find ways to improve the effectiveness of the marketing strategies.Since the firm already knows the purpose of its research,the next step in the marketing research process is to:

Accepted Answer

A)  create research design. 
B)  collect data. 
C)  formulate a hypothesis. 
D)  conduct exploratory research. 
A)  create research design. 
B)  collect data. 
C)  formulate a hypothesis. 
D)  conduct exploratory research.

Exam 10: Marketing Research and Sales Forecasting

Which of the following is a quantitative forecasting method?

Which of the following is a limitation of secondary data not found in primary data?

Which of the following is true of focus groups used by marketers to gather primary data?

Prior to the 1930s,most of the marketing research involved gathering written testimonials from purchasers of firms' products.

Due to its low cost,the controlled experiment is the most commonly used method of collecting primary data for marketing research.

Mail surveys and telephonic interviews are the most common methods for conducting primary research in developing countries.

Firms usually decide whether to conduct a marketing research study internally or through an outside organization based on cost,reliability,and accuracy of the data collected by the outside firm.

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

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

Penelope is using data collected and published by a trade association in her marketing research study.The data used by Penelope can be regarded as _____.

A market researcher for a cable company is seeking to determine the number of households in a selected neighborhood that consist of four or more people.The most cost efficient way to collect this information would be to:

List out the strengths and limitations of secondary data in comparison with primary data.

_____ is the process of searching through customer databases to detect patterns that guide marketing decision making.

A well-defined problem allows the researcher to focus on securing the exact information needed to solve the problem.

A stratified sample is a type of nonprobability sample.

Entertainment Research Group specializes in rating movie theaters using input from moviegoers.Entertainment Research Group is an example of a:

Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls.This information indicates that Antrix Corporation is a full-service research supplier.

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

A hypothesis sets the stage for more in-depth research by further clarifying what researchers need to test.

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