CHAPTER 4: CONDUCTING CHAPTER 4: CONDUCTING MARKET RESEARCH AND MARKET RESEARCH AND FORECASTING DEMANDFORECASTING DEMAND

Mark Anthony A. ValinoAteneo Graduate School of Business

05.25.2010

TOP 10 LEARNING QUESTIONS

CHAPTER 4: CONDUCTING CHAPTER 4: CONDUCTING MARKET RESEARCH AND MARKET RESEARCH AND FORECASTING DEMANDFORECASTING DEMAND

Mark Anthony A. ValinoAteneo Graduate School of Business

05.25.2010

QUESTIONS

Marketing research aims to Marketing research aims to produce _______ into the produce _______ into the customers’ attitudes and customers’ attitudes and buying behavior.buying behavior.

1.1.

a.a. observationsobservationsb.b. patternspatternsc.c. insightsinsightsd.d. relationshipsrelationships

Marketing metrics is the set Marketing metrics is the set of measures that helps of measures that helps marketers ______, compare, marketers ______, compare, and interpret marketing and interpret marketing performance.performance.

2.2.

a.a. classifyclassifyb.b. quantifyquantifyc.c. verifyverifyd.d. simplifysimplify

The marketing research The marketing research process involves the process involves the following steps, except:following steps, except:

3.3.

a.a. Defining a problemDefining a problemb.b. Collecting informationCollecting informationc.c. Validate informationValidate informationd.d. Making a decision Making a decision

The following are ways to The following are ways to collect primary data, collect primary data, except:except:

4.4.

a.a. SurveysSurveysb.b. Focus group discussionFocus group discussionc.c. Published dataPublished datad.d. ExperimentsExperiments

Which of the following is Which of the following is FALSE?FALSE?5.5.

a.a. Personal interview is the least Personal interview is the least versatile contacting method.versatile contacting method.

b.b. Telephone interview is the best Telephone interview is the best method for gathering information method for gathering information quickly.quickly.

c.c. Mail questionnaire response is high.Mail questionnaire response is high.d.d. Online interview replaces traditional Online interview replaces traditional

methods of research.methods of research.

Which of the following is Which of the following is TRUE?TRUE?6.6.

a.a. Industry sales and market shares Industry sales and market shares estimate future demand.estimate future demand.

b.b. Time series analysis determines trend, Time series analysis determines trend, cyclical, seasonal, and erratic sales cyclical, seasonal, and erratic sales patterns.patterns.

c.c. Sales force opinions measures current Sales force opinions measures current demand. demand.

d.d. Area market potential determines Area market potential determines maximum value of sales available to all maximum value of sales available to all firms in the industry.firms in the industry.

After dining at a restaurant, After dining at a restaurant, the waiter gives you a the waiter gives you a “customer’s feedback form.” “customer’s feedback form.” This research approach is an This research approach is an example of:example of:

7.7.

a.a. Observational research Observational research b.b. Ethnographic researchEthnographic researchc.c. Survey researchSurvey researchd.d. Behavioral researchBehavioral research

Unilever plans to launch a Unilever plans to launch a first-of-its-kind beauty first-of-its-kind beauty product. It wants to measure product. It wants to measure the set of consumers who the set of consumers who will be interested. Its will be interested. Its appointed market researcher appointed market researcher should measure: should measure:

8.8.

a.a. Potential marketPotential marketb.b. Target marketTarget marketc.c. Available marketAvailable marketd.d. Penetrated marketPenetrated market

Distributorship companies Distributorship companies such as Avon, Fullerlife, and such as Avon, Fullerlife, and Boardwalk may best measure Boardwalk may best measure future demand of their future demand of their products through:products through:

9.9.

a.a. Expert opinionExpert opinionb.b. Survey of buyer’s intentionSurvey of buyer’s intentionc.c. Market-test methodMarket-test methodd.d. Sales force opinionSales force opinion

Apple wants to know if Apple wants to know if iPad users are satisfied iPad users are satisfied with the product. What with the product. What type of nonprobability type of nonprobability sampling method will you sampling method will you recommend?recommend?

10.10.

a.a. ConvenienceConvenienceb.b. Stratified randomStratified randomc.c. ClusterClusterd.d. JudgmentJudgment

CHAPTER 4: CONDUCTING CHAPTER 4: CONDUCTING MARKET RESEARCH AND MARKET RESEARCH AND FORECASTING DEMANDFORECASTING DEMAND

Mark Anthony A. ValinoAteneo Graduate School of Business

05.25.2010

ANSWERS

Marketing research aims to Marketing research aims to produce _______ into the produce _______ into the customers’ attitudes and customers’ attitudes and buying behavior.buying behavior.

1.1.

a.a. observationsobservationsb.b. patternspatternsc.c. insightsinsightsd.d. relationshipsrelationships

Source: Marketing Management by Kotler & Keller 13th ed., page 131

Marketing metrics is the set Marketing metrics is the set of measures that helps of measures that helps marketers ______, compare, marketers ______, compare, and interpret marketing and interpret marketing performance.performance.

2.2.

a.a. classifyclassifyb.b. quantifyquantifyc.c. verifyverifyd.d. simplifysimplify

Source: Marketing Management by Kotler & Keller 13th ed., page 146

The marketing research The marketing research process involves the process involves the following steps, except:following steps, except:

3.3.

a.a. Defining a problemDefining a problemb.b. Collecting informationCollecting informationc.c. Validate informationValidate informationd.d. Making a decision Making a decision

Source: Marketing Management by Kotler & Keller 13th ed., page 131

The following are ways to The following are ways to collect primary data, collect primary data, except:except:

4.4.

a.a. SurveysSurveysb.b. Focus group discussionFocus group discussionc.c. Published dataPublished datad.d. ExperimentsExperiments

Source: Marketing Management by Kotler & Keller 13th ed., page 132-139

Which of the following is Which of the following is FALSE?FALSE?5.5.

a.a. Personal interview is the least Personal interview is the least versatile contacting method.versatile contacting method.

b.b. Telephone interview is the best Telephone interview is the best method for gathering information method for gathering information quickly.quickly.

c.c. Mail questionnaire response is high.Mail questionnaire response is high.d.d. Online interview replaces traditional Online interview replaces traditional

methods of research.methods of research.

Source: Marketing Management by Kotler & Keller 13th ed., page 140-141

Which of the following is Which of the following is TRUE?TRUE?6.6.

a.a. Industry sales and market shares Industry sales and market shares estimate future demand.estimate future demand.

b.b. Time series analysis determines trend, Time series analysis determines trend, cyclical, seasonal, and erratic sales cyclical, seasonal, and erratic sales patterns.patterns.

c.c. Sales force opinions measures current Sales force opinions measures current demand. demand.

d.d. Area market potential determines Area market potential determines maximum value of sales available to all maximum value of sales available to all firms in the industry.firms in the industry.

Source: Marketing Management by Kotler & Keller 13th ed., page 153-156

After dining at a restaurant, After dining at a restaurant, the waiter gives you a the waiter gives you a “customer’s feedback form.” “customer’s feedback form.” This research approach is an This research approach is an example of:example of:

7.7.

a.a. Observational research Observational research b.b. Ethnographic researchEthnographic researchc.c. Survey researchSurvey researchd.d. Behavioral researchBehavioral research

Source: Marketing Management by Kotler & Keller 13th ed., page 132-136

Unilever plans to launch a Unilever plans to launch a first-of-its-kind beauty first-of-its-kind beauty product. It wants to measure product. It wants to measure the set of consumers who the set of consumers who will be interested. Its will be interested. Its appointed market researcher appointed market researcher should measure: should measure:

8.8.

a.a. Potential marketPotential marketb.b. Target marketTarget marketc.c. Available marketAvailable marketd.d. Penetrated marketPenetrated market

Source: Marketing Management by Kotler & Keller 13th ed., page 150

Distributorship companies Distributorship companies such as Avon, Fullerlife, and such as Avon, Fullerlife, and Boardwalk may best measure Boardwalk may best measure future demand of their future demand of their products through:products through:

9.9.

a.a. Expert opinionExpert opinionb.b. Survey of buyer’s intentionSurvey of buyer’s intentionc.c. Market-test methodMarket-test methodd.d. Sales force opinionSales force opinion

Source: Marketing Management by Kotler & Keller 13th ed., page 155-156

Apple wants to know if Apple wants to know if iPad users are satisfied iPad users are satisfied with the product. What with the product. What type of nonprobability type of nonprobability sampling method will you sampling method will you recommend?recommend?

10.10.

a.a. ConvenienceConvenienceb.b. Stratified randomStratified randomc.c. ClusterClusterd.d. JudgmentJudgment

Source: Marketing Management by Kotler & Keller 13th ed., page 140

CHAPTER 4: CONDUCTING CHAPTER 4: CONDUCTING MARKET RESEARCH AND MARKET RESEARCH AND FORECASTING DEMANDFORECASTING DEMAND

Mark Anthony A. ValinoAteneo Graduate School of Business

05.25.2010

TOP 10 LEARNING QUESTIONS