Question 1

A major benefit of using test markets as a quantitative forecasting method is that:

Accepted Answer

A)  they provide realistic information on actual purchases rather than intent to buy. 
B)  they are quick and inexpensive. 
C)  they combine and average the outlooks of top executives from such areas as marketing, finance, and production. 
D)  they solicit opinion from experts outside the firm such as academic researchers. 
A)  they provide realistic information on actual purchases rather than intent to buy. 
B)  they are quick and inexpensive. 
C)  they combine and average the outlooks of top executives from such areas as marketing, finance, and production. 
D)  they solicit opinion from experts outside the firm such as academic researchers.

Question 2

A(n)_____ is a tentative explanation for a specific event.

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 3

In which of the following nonprobability samples,the participants that are to be included in the study are handpicked by the researchers?

Accepted Answer

A)  Cluster sample 
B)  Quota Sample 
C)  Stratified sample 
D)  Simple random sample 
A)  Cluster sample 
B)  Quota Sample 
C)  Stratified sample 
D)  Simple random sample

Question 4

Describe the different sources of internal data within firms.

Accepted Answer

The sources of internal data within a fi

Question 5

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

Accepted Answer

A)  The U.S. Government's Survey of Current Business. 
B)  Who's Who in American Industry. 
C)  Thomson Gale's Encyclopedia of Associations. 
D)  Catalog of U.S Government Publications. 
A)  The U.S. Government's Survey of Current Business. 
B)  Who's Who in American Industry. 
C)  Thomson Gale's Encyclopedia of Associations. 
D)  Catalog of U.S Government Publications.

Question 6

What is a research design? What are the factors that need to be considered by marketers while creating a research design?

Accepted Answer

A research design is a master plan or mo

Question 7

A stratified sample differs from a quota sample as in a stratified sample:

Accepted Answer

A)  researchers handpick participants from among selected segments or groups with certain characteristics. 
B)  researchers select a sample of subgroups from which they draw respondents. 
C)  researchers select participants from among readily available respondents. 
D)  researchers select subsamples by a random process. 
A)  researchers handpick participants from among selected segments or groups with certain characteristics. 
B)  researchers select a sample of subgroups from which they draw respondents. 
C)  researchers select participants from among readily available respondents. 
D)  researchers select subsamples by a random process.

Question 8

A small service agency is trying to assess clients' view of the quality of service over the past year.If the company has had 1000 clients over the past 12 months,then all 1000 clients constitute the population considered for the survey.

Accepted Answer

A) True 
 B)False

Question 9

Marketing cost analysis is most useful when it provides information linked to other forms of marketing research.

Accepted Answer

A) True 
 B)False

Question 10

_____ refers to the information collected from previously published or compiled sources.

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

After defining the problem,the next step in the marketing research process is to conduct the exploratory research.

Accepted Answer

A) True 
 B)False

Question 12

Focus groups elicit information from the customers through a question-and-answer format.

Accepted Answer

A) True 
 B)False

Question 13

In interpretative research,the researcher first spends an extensive amount of time studying the culture,and for that reason,the studies often are called _____ studies.

Accepted Answer

A)  ethnographic 
B)  exploratory research 
C)  anthropological exploration 
D)  socio-lingual 
A)  ethnographic 
B)  exploratory research 
C)  anthropological exploration 
D)  socio-lingual

Question 14

Interpretative research is an observational method that observes consumers in their natural setting.

Accepted Answer

A) True 
 B)False

Question 15

After defining the problem and conducting an exploratory investigation,the next step in the marketing research process is to:

Accepted Answer

A)  create a research design. 
B)  formulate a hypothesis. 
C)  select the respondents for the study. 
D)  gather primary and secondary data. 
A)  create a research design. 
B)  formulate a hypothesis. 
C)  select the respondents for the study. 
D)  gather primary and secondary data.

Question 16

Researchers rarely use an entire population for a study,unless the total population is small,because of the high costs associated with it.

Accepted Answer

A) True 
 B)False

Question 17

A(n)_____ is an estimate of a firm's revenue for a specified future period.

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 18

Which of the following is a probability sample?

Accepted Answer

A)  Stratified sample 
B)  Quota sample 
C)  Convenience sample 
D)  Accidental sample 
A)  Stratified sample 
B)  Quota sample 
C)  Convenience sample 
D)  Accidental sample

Question 19

Differentiate between a probability sample and a nonprobability sample.List out the different types of probability and nonprobability samples.

Accepted Answer

A probability sample is one that gives e

Question 20

A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.

Accepted Answer

A)  simple random 
B)  cluster 
C)  quota 
D)  convenience 
A)  simple random 
B)  cluster 
C)  quota 
D)  convenience

Exam 10: Marketing Research and Sales Forecasting

A major benefit of using test markets as a quantitative forecasting method is that:

A(n)_____ is a tentative explanation for a specific event.

In which of the following nonprobability samples,the participants that are to be included in the study are handpicked by the researchers?

Describe the different sources of internal data within firms.

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

What is a research design? What are the factors that need to be considered by marketers while creating a research design?

A stratified sample differs from a quota sample as in a stratified sample:

A small service agency is trying to assess clients' view of the quality of service over the past year.If the company has had 1000 clients over the past 12 months,then all 1000 clients constitute the population considered for the survey.

Marketing cost analysis is most useful when it provides information linked to other forms of marketing research.

_____ refers to the information collected from previously published or compiled sources.

After defining the problem,the next step in the marketing research process is to conduct the exploratory research.

Focus groups elicit information from the customers through a question-and-answer format.

In interpretative research,the researcher first spends an extensive amount of time studying the culture,and for that reason,the studies often are called _____ studies.

Interpretative research is an observational method that observes consumers in their natural setting.

After defining the problem and conducting an exploratory investigation,the next step in the marketing research process is to:

Researchers rarely use an entire population for a study,unless the total population is small,because of the high costs associated with it.

A(n)_____ is an estimate of a firm's revenue for a specified future period.

Which of the following is a probability sample?

Differentiate between a probability sample and a nonprobability sample.List out the different types of probability and nonprobability samples.

A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.

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