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Exam 3: Capturing Marketing Insights and Forecasting Demand

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Question 31

Multiple Choice

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Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites, television, etc.?

A) views of ourselves
B) views of organizations
C) views of others
D) views of nature
E) views of the universe

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Question 32

Multiple Choice

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

A) research objectives
B) data sources
C) research approaches
D) research instruments
E) sampling plans

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Question 33

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A fad is more predictable and durable than a trend.

Why do companies need to search for practical means to harness renewable sources of energy like wind and water?

With an increase in marketing expenditure, market demand ________.

Marketers have the major responsibility for identifying significant changes in the marketplace.

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

________ questions allow respondents to answer in their own words and often reveal more about how people think.

A company can take several steps to improve the quality of its marketing intelligence. One company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information. This company is ________.

Elance.com is a service provider that allows contractors to describe their level of satisfaction with subcontractors. This is an example of a ________.

Which of the following is True about trends in worldwide population growth?

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the demographic trend of the "rising Hispanic influence" in the United States. Explain this trend and indicate why it might be important to your company.

If a company were pursuing a policy of networking externally to gather marketing intelligence, it might collect competitors' ads or look up news stories about competitors.

Explain qualitative research and why it might be useful to marketers.

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct marketing research by ________.

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Regulation of technological changes has been relaxed by the U.S. government over recent years.

When a company acquires consumer-panel data from firms like A.C. Nielsen Company and Information Resources Inc., which of the following steps to improve the quality of a company marketing intelligence system is the company resorting to?

________ research approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.