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Exam 4: Conducting Marketing Research and Forecasting Demand

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Question 21

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Bank of America's research following baby-boomer women at home and while they shopped yielded two insights-they rounded up financial transactions because it was more convenient,and those with children found it difficult to save.In what category of research would this study fall?

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This study was an ex...

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Question 22

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With respect to past-sales analysis,econometric analysis consists of projecting the next period's sales by combining an average of past sales and the most recent sales,giving more weight to the latter.

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Question 23

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You have been asked to develop a customer-performance scorecard for your company's toy division.List three measures you might include.

Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?

Describe a marketing decision support system (MDSS).

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

"What is your opinion of the American way of life?" is an example of what might be called the semantic differential.

What are the six steps in the marketing research process?

One set of consumers,during a focus-group session,indicated that Dell computers reminded them of a surfer,Apple computers were equated to a mad scientist,and IBM computers to Scrooge from the Dickens's tale.Which of the following qualitative research approaches matches to the approach described above?

The company's estimated share of market demand at alternative levels of company marketing effort in a given time period is known as the ________.

A good illustration of a syndicated-service research firm is Nielsen Media Research.

The first step in the marketing research process is to ________.

Barry's company sells in a nonexpansible market.As a marketer,Barry should focus on ________.

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Some marketing managers view marketing research as little more than a clerical activity and treat it as such.This is a reflection of which of the barriers that must be overcome if successful marketing research is to occur?

Most large companies use outside marketing research consultants rather than employ their own marketing research department.

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest and impact on the company's performance.List four constituencies that might be included.

After developing the research plan,the marketing researcher should define the problem and research objectives.

The multiple-factor index method for assessing area market potential is most commonly used by those interested in consumer markets.