Question 1

A(n)_____ sample is a nonprobability sample selected from among readily available respondents.

Accepted Answer

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

Question 2

The jury of executive opinion not only gathers information from company executives,but also from experts outside the firm such as academic researchers.

Accepted Answer

A) True 
 B)False

Question 3

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

Accepted Answer

A) True 
 B)False

Question 4

The number of "hits" for a web page represents the number of times a visitor accesses the page.

Accepted Answer

A) True 
 B)False

Question 5

A(n)_____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market,consumer behavior,sales forecasts,competitors' actions,and environmental changes.

Accepted Answer

A)  marketing segmentation system 
B)  marketing decision support system 
C)  market intelligence system 
D)  exploratory research system 
A)  marketing segmentation system 
B)  marketing decision support system 
C)  market intelligence system 
D)  exploratory research system

Question 6

Studying the underlying causes of customer defections,even partial defections,can be useful for identifying problem areas that need attention.

Accepted Answer

A) True 
 B)False

Question 7

A sales forecast is an important tool for marketing control because it sets standards against which actual performance can be measured.

Accepted Answer

A) True 
 B)False

Question 8

Telephone surveys have relatively high response rates and are effective at drawing appropriate responses.

Accepted Answer

A) True 
 B)False

Question 9

Jake is determining which customers should be included in a study sample.According to this information,Jack is in which stage of the marketing research process?

Accepted Answer

A)  Formulating a hypothesis 
B)  Collecting data 
C)  Creating a research design 
D)  Defining a problem 
A)  Formulating a hypothesis 
B)  Collecting data 
C)  Creating a research design 
D)  Defining a problem

Question 10

A _____ is a planned,computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility.

Accepted Answer

A)  business intelligence system 
B)  critical response management system 
C)  competitive intelligence system 
D)  marketing information system 
A)  business intelligence system 
B)  critical response management system 
C)  competitive intelligence system 
D)  marketing information system

Question 11

_____ remains the most common method for conducting primary research outside the United States.

Accepted Answer

A)  Telephonic interviews 
B)  Face-to-face interviewing 
C)  Controlled experimentation 
D)  Mail surveys 
A)  Telephonic interviews 
B)  Face-to-face interviewing 
C)  Controlled experimentation 
D)  Mail surveys

Question 12

In the context of the sampling process,the universe is also known as the _____.

Accepted Answer

A)  stratified group 
B)  population 
C)  cluster 
D)  quota 
A)  stratified group 
B)  population 
C)  cluster 
D)  quota

Question 13

Which of the following the earliest method used for gathering marketing information?

Accepted Answer

A)  Written testimonials received from purchasers of a firm's products 
B)  Email surveys conducted by research professionals 
C)  Telephone surveys conducted to assess household preferences 
D)  Delphi technique 
A)  Written testimonials received from purchasers of a firm's products 
B)  Email surveys conducted by research professionals 
C)  Telephone surveys conducted to assess household preferences 
D)  Delphi technique

Question 14

Julia is developing new promotional strategies for the services offered by her firm and is focusing on finding information about her firm's competitors.She is looking through published sources,as well as reviewing her competitors' advertising.According to this information,Julia is gathering _____.

Accepted Answer

A)  progressive information 
B)  competitive intelligence 
C)  situational data 
D)  competitor forecast 
A)  progressive information 
B)  competitive intelligence 
C)  situational data 
D)  competitor forecast

Question 15

The choice between secondary and primary data is tied to cost,applicability,and effectiveness.

Accepted Answer

A) True 
 B)False

Question 16

A(n)_____ is a small group of individuals brought together to discuss a specific topic.

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 17

Firms conduct marketing cost analysis to determine:

Accepted Answer

A)  the appropriate levels of market capitalization. 
B)  the current levels of corporate assets and liabilities. 
C)  the profitability of certain customers, territories, or product lines. 
D)  the marketing strategies of its competitors. 
A)  the appropriate levels of market capitalization. 
B)  the current levels of corporate assets and liabilities. 
C)  the profitability of certain customers, territories, or product lines. 
D)  the marketing strategies of its competitors.

Question 18

Which of the following statements is true regarding online surveys?

Accepted Answer

A)  It allows researchers to establish rapport with the respondents and explain confusing or vague questions. 
B)  It allows participants to respond at their leisure. 
C)  It is a highly time consuming method. 
D)  It is more intrusive than telephone surveys. 
A)  It allows researchers to establish rapport with the respondents and explain confusing or vague questions. 
B)  It allows participants to respond at their leisure. 
C)  It is a highly time consuming method. 
D)  It is more intrusive than telephone surveys.

Question 19

What are the challenges associated with conducting marketing research in global markets?

Accepted Answer

Although marketing researchers follow th

Question 20

A probability sample constructed so that randomly selected subsamples of different groups are represented in the total sample is known as a(n)_____ sample.

Accepted Answer

A)  stratified 
B)  convenience 
C)  exclusive 
D)  quota 
A)  stratified 
B)  convenience 
C)  exclusive 
D)  quota

Exam 10: Marketing Research and Sales Forecasting

A(n)_____ sample is a nonprobability sample selected from among readily available respondents.

The jury of executive opinion not only gathers information from company executives,but also from experts outside the firm such as academic researchers.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

The number of "hits" for a web page represents the number of times a visitor accesses the page.

A(n)_____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market,consumer behavior,sales forecasts,competitors' actions,and environmental changes.

Studying the underlying causes of customer defections,even partial defections,can be useful for identifying problem areas that need attention.

A sales forecast is an important tool for marketing control because it sets standards against which actual performance can be measured.

Telephone surveys have relatively high response rates and are effective at drawing appropriate responses.

Jake is determining which customers should be included in a study sample.According to this information,Jack is in which stage of the marketing research process?

A _____ is a planned,computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility.

_____ remains the most common method for conducting primary research outside the United States.

In the context of the sampling process,the universe is also known as the _____.

Which of the following the earliest method used for gathering marketing information?

Julia is developing new promotional strategies for the services offered by her firm and is focusing on finding information about her firm's competitors.She is looking through published sources,as well as reviewing her competitors' advertising.According to this information,Julia is gathering _____.

The choice between secondary and primary data is tied to cost,applicability,and effectiveness.

A(n)_____ is a small group of individuals brought together to discuss a specific topic.

Firms conduct marketing cost analysis to determine:

Which of the following statements is true regarding online surveys?

What are the challenges associated with conducting marketing research in global markets?

A probability sample constructed so that randomly selected subsamples of different groups are represented in the total sample is known as a(n)_____ sample.

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