conducting marketing research and forecasting demand習題及答案詳解

1、90 Chapter 4: Conducting Marketing Research and Forecasting Demand GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a

2、specific marketing situation facing the company. a. Marketing intelligence b. MIS (marketing information system) c. Marketing research d. Demographics e. Marketing management Answer: c Page: 102 Level of difficulty

3、: Easy 2. Marketing research is now about a ________ billion industry globally. a. $50 b. $21.5 c. $16.5 d. $10 e. $7.5 Answer: c Page: 102 Level of difficulty: Hard 3. Companies normally budget marketing research

4、at ________ percent of company sales. a. 1 to 2 b. 2 to 3 c. 4 d. 6.5 e. 10 to 12 Answer: a Page: 103 Level of difficulty: Medium 4. Which of the following types of marketing research firms would best be describe

5、d as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)? a. Custom marketing research firms. b. Syndicated-service research firms. c. Specialty-line market

6、ing research firms. d. General-line marketing research firms. e. Non-profit marketing research firms. Answer: b Page: 103 Level of difficulty: Medium Part 2: Capturing Marketing Insights 92 10. Designing a research pla

7、n calls for decisions on all of the following EXCEPT ________. a. drafting research objectives b. data sources c. research approaches d. research instruments e. sampling plans Answer: a Page: 104 Level of difficul

8、ty: Medium 11. ________ are data that were collected for another purpose and already exist somewhere. a. Primary data b. Secondary data c. Tertiary data d. Inordinate e. Ordinate Answer: b Page: 104 Level of diffi

9、culty: Easy 12. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions

10、 could be recorded? a. Focus groups b. Surveys c. Observation d. Behavioral data e. Experiments Answer: c Page: 105 Level of difficulty: Medium 13. A ________ is a gathering of six to ten people who are carefully

11、 selected based on certain demographic, psychographic, or other considerations and brought together to discuss at length various topics of interest. a. market maven b. virtual research market c. consumer dyad d.