Ch 04 Marketing Research & Forecasting Demand

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TOP 10 Learning Questions for

Chapter 4: Conducting Marketing Research and

Forecasting Demand

Melanie Dianne ChuaSeptember 23, 2010


1. _______ is not part of the marketing process.

A. Collect informationB. Develop operation planC. Define the problemD. Present findingsE. Collect Information

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The Marketing Research Process

Define the problemDevelop research planCollect information

Analyze informationPresent findings

Make Decisio

n


Marketing Process

Develop research plan is part of the marketing process, not operation plan

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1. _______ is not part of the marketing process.

A. Collect informationB. Develop operation planC. Define the problemD. Present findingsE. Collect Information

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2. Potential market, available market, target market, and penetrated market are measures of _________.

A. Market demandB. Market supplyC. Market groupD. Market sizeE. None of the above

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The Measures of Market Demand

Potential Market

Available Market

Target Market

Penetrated Market


Market Demand

MARKET DEMAND is the total volume bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program


Market Demand

Potential Market- set of consumers who express an interest

Available Market - potential plus income and access

Target Market– market the firm decides to pursue

Penetrated Market- consumers who are buying product


2. Potential market, available market, target market, and penetrated market are measures of _________.

A. Market demandB. Market supplyC. Market groupD. Market sizeE. None of the above

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3. The following are examples of research approach except:

A. Focus groupB. EthnographicC. Internet surfingD. ObservationE. Behavioral data

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Research Approaches

Observation

Ethnographic

Focus GroupSurvey

Behavioral Data

Experimentation


Research Approach

Research approach is the method of collecting data

Internet surfing has a lot of uses and does not necessarily mean that the user is collecting data


3. The following are examples of research approach except:

A. Focus groupB. EthnographicC. Internet surfingD. ObservationE. Behavioral data

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4. A good marketing research has the following characteristics except:

A. A. Scientific methodB. B. InterdependenceC. C. Value and cost of informationD. D. Ethnical marketingE. E. Multiple methods

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Characteristics of a Good Marketing Research

Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing


Good Marketing Research

Ethical marketing is a characteristic of a good marketing research, not Ethnical marketing.


4. A good marketing research has the following characteristics except:

A. A. Scientific methodB. B. InterdependenceC. C. Value and cost of informationD. D. Ethnical marketingE. E. Multiple methods

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5. Which of the following is true? Sampling unit is:

A. The number of people to be surveyedB. The age of the people to be surveyedC. The people to be surveyedD. The sample test to be given to the

people taking the surveyE. None of the above

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Sampling Unit

Sampling unit is part of the sampling plan that indicates who is to be surveyed.


5. Which of the following is true? Sampling unit is:

A. The number of people to be surveyedB. The age of the people to be surveyedC. The people to be surveyedD. The sample test to be given to the

people taking the surveyE. None of the above

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6. Which of the following is true? The sampling plan includes:

A. Sample size, sample gender, sample procedure

B. Sample test, sample size, sample genderC. Sample date, sample unit, sample

procedureD. Sample unit, sample size, sample

operationE. Sample unit, sample size, sample

procedure

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Sampling Plan

Sampling unit: Who is to be surveyed? Sample size: How many people should

be surveyed? Sampling procedure: How should the

respondents be chosen?


Sampling Plan

Includes Sampling unit Sample size Sampling procedure


6. Which of the following is true? The sampling plan includes:

A. Sample size, sample gender, sample procedure

B. Sample test, sample size, sample genderC. Sample date, sample unit, sample

procedureD. Sample unit, sample size, sample

operationE. Sample unit, sample size, sample

procedure

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7. An interview conducted over Skype is an example of ________.

A. Online interviewB. Webcam interviewC. Internet interviewD. Long distance interviewE. None of the above

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Contact Methods

Mail Questionnaire

Telephone Interview

PersonalInterview

Online Interview


Interviews

An online interview is a form of online research method. It principally focuses on the conduct of one-to-one exchanges. There are different forms of online interviews: synchronous online interviews (for example via chat technology) and asynchronous online interviews (for example via email). http://en.wikipedia.org/wiki/Online_interviews


7. An interview conducted over Skype is an example of ________.

A. Online interviewB. Webcam interviewC. Internet interviewD. Long distance interviewE. None of the above

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8. Why should the following question not be included in a questionnaire?What is your income?

A. It is not free of bias.B. It uses jargon.C. It is ambiguous.D. It is not simple.E. None of the above.

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Questionnaire Do’s and Don’ts

Ensure questions are free of bias

Make questions simple Make questions specific Avoid jargon Avoid sophisticated

words Avoid ambiguous words

Avoid negatives Avoid hypotheticals Avoid words that could

be misheard Use response bands Use mutually exclusive

categories Allow for “other” in

fixed response questions


Questionnaires

It does not specify if the income is annual, weekly, daily, etc.


8. Why should the following question not be included in a questionnaire?What is your income?

A. It is not free of bias.B. It uses jargon.C. It is ambiguous.D. It is not simple.E. None of the above.

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9. Customer survey forms in restaurants can be a measure of the following marketing metrics except:

A. Customer satisfactionB. LoyaltyC. Market shareD. Total number of customersE. None of the above

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Marketing Metrics

External Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of

customers Loyalty

Internal Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy


Marketing Metrics

Market share is the percentage or proportion of the total available market or market segment that is being serviced by a company. This data cannot be extracted from a customer survey form.


9. Customer survey forms in restaurants can be a measure of the following marketing metrics except:

A. Customer satisfactionB. LoyaltyC. Market shareD. Total number of customersE. None of the above

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10. Drawing slips of paper from a hat is an example of _______.

A. Cluster samplingB. Quota samplingC. Stratified random samplingD. Convenience samplingE. Simple random sampling

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Types of Samples

Probability Samples

Simple random Stratified random Cluster

Nonprobability Samples

Convenience Judgment Quota


Sampling

A sample is called simple random sample if each unit of the population has an equal chance of being selected for the sample. Whenever a unit is selected for the sample, the units of the population are equally likely to be selected.


10. Drawing slips of paper from a hat is an example of _______.

A. Cluster samplingB. Quota samplingC. Stratified random samplingD. Convenience samplingE. Simple random sampling

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Ch 04 Marketing Research & Forecasting Demand

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