Question 1

The production department is responsible for preparing sales forecasts because they have the most data about production schedules and the ability to meet orders.

Accepted Answer

A) True 
 B)False  False

Question 2

If a marketing researcher chooses to use a word association question,the researcher has chosen which of the following type of question for the research questionnaire?

Accepted Answer

A)  Closed-end question
B)  Likert scale question
C)  Open-end question
D)  Rating scale question
E)  Semantic differential question C

Question 3

Marketers are increasing being held accountable for their ________ and must be able to justify marketing expenditures to senior management.

Accepted Answer

A)  product quotas
B)  employees
C)  own training
D)  investments
E)  personal character traits D

Question 4

The most scientifically valid research is focus-group research.

Accepted Answer

A) True 
 B)False

Question 5

Because of their versatility and speed,the use of telephone interviewing as a marketing research tool is projected to increase dramatically over the next few years.

Accepted Answer

A) True 
 B)False

Question 6

3M tracks the proportion of sales resulting from its recent innovations.This measurement is an example of a ________.

Accepted Answer

A)  consumer insight
B)  target market
C)  secondary information search
D)  marketing metric
E)  sales forecast

Question 7

According to marketing consultant Pat LaPointe,the ________ measurement pathway of the marketing dashboard reflects what marketers know about sales volumes,the marketing cost per unit sold,and where and how margin is optimized.

Accepted Answer

A)  customer metrics
B)  unit metrics
C)  cash-flow metrics
D)  brand metrics
E)  productivity metrics

Question 8

All forecasts are built on one of three information bases: what people say,what people do,or what people have done.How do market researchers collect information on each of three information bases?

Accepted Answer

The answer of All forecasts are built on one of...

Question 9

Especially popular with such companies as Procter & Gamble,marketing-mix modeling is used to allocate or reallocate expenditures.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g. ,Nielsen Media Research)?

Accepted Answer

A)  Custom marketing research firms
B)  Syndicated-service research firms
C)  Specialty-line marketing research firms
D)  General-line marketing research firms
E)  Nonprofit marketing research firms

Question 11

Create a question and an associated scale that illustrate a purchase probability scale.

Accepted Answer

The answer of Create a question and an associated scale...

Question 12

A set of measures that helps firms to quantify,compare,and interpret their marketing performance is called marketing metrics.

Accepted Answer

A) True 
 B)False

Question 13

All of the following are considered to be advantages of online research EXCEPT that ________.

Accepted Answer

A)  online research is inexpensive
B)  online research is fast
C)  online research is relatively free of technological problems and inconsistencies
D)  online research is versatile
E)  people tend to be more honest online than in other interviewing methods

Question 14

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Accepted Answer

A)  the scientific method
B)  research creativity
C)  multiple methods
D)  ethical marketing
E)  independence of models and data

Question 15

Estimating area market potential,as a subset of total market potential,facilitates effective marketing budget allocation.

Accepted Answer

A) True 
 B)False

Question 16

A high market-penetration index suggests that ________.

Accepted Answer

A)  a substantial growth potential exists for all firms in the market
B)  there will be increased costs of attracting the few remaining prospects
C)  mistakes have been made in selecting the correct promotional alternatives
D)  the price of the product or service is too high with respect to competition
E)  it would be great time to expand distribution outlets

Question 17

All research must begin with an exploratory research study.

Accepted Answer

A) True 
 B)False

Question 18

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.Barriers to the use of marketing research include all of the following EXCEPT ________.

Accepted Answer

A)  a broad conception of the research
B)  uneven caliber of researchers
C)  poor framing of the problem
D)  late and occasionally erroneous findings
E)  personality and presentational differences

Question 19

What is the difference between company demand and a company sales forecast?

Accepted Answer

The answer of What is the difference between company demand...

Question 20

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.

Accepted Answer

A)  a dichotomous question
B)  a multiple-choice question
C)  a Likert scale
D)  the semantic differential
E)  a word association question

Exam 4: Conducting Marketing Research and Forecasting Demand

The production department is responsible for preparing sales forecasts because they have the most data about production schedules and the ability to meet orders.

If a marketing researcher chooses to use a word association question,the researcher has chosen which of the following type of question for the research questionnaire?

Marketers are increasing being held accountable for their ________ and must be able to justify marketing expenditures to senior management.

The most scientifically valid research is focus-group research.

Because of their versatility and speed,the use of telephone interviewing as a marketing research tool is projected to increase dramatically over the next few years.

3M tracks the proportion of sales resulting from its recent innovations.This measurement is an example of a ________.

According to marketing consultant Pat LaPointe,the ________ measurement pathway of the marketing dashboard reflects what marketers know about sales volumes,the marketing cost per unit sold,and where and how margin is optimized.

All forecasts are built on one of three information bases: what people say,what people do,or what people have done.How do market researchers collect information on each of three information bases?

Especially popular with such companies as Procter & Gamble,marketing-mix modeling is used to allocate or reallocate expenditures.

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g. ,Nielsen Media Research) ?

Create a question and an associated scale that illustrate a purchase probability scale.

A set of measures that helps firms to quantify,compare,and interpret their marketing performance is called marketing metrics.

All of the following are considered to be advantages of online research EXCEPT that ________.

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

Estimating area market potential,as a subset of total market potential,facilitates effective marketing budget allocation.

A high market-penetration index suggests that ________.

All research must begin with an exploratory research study.

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.Barriers to the use of marketing research include all of the following EXCEPT ________.

What is the difference between company demand and a company sales forecast?

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.