Marketing Research

Question 1

Is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Answer 1

Marketing Research

Question 2

Marketing research process

Answer 2

Define the problem
Develop research plan
Collect information
analyze information
present findings
make decision

Question 3

What are the two sources of data

Answer 3

Primary (freshly gathered)
Secondary (already exist)

Question 4

What are research approaches

Answer 4

Observation
ethnographic
focus group
survey
behavioral data
experimentation

Question 5

What are research instruments?

Answer 5

Questionnaires
Qualitative measures
mechanical devices

Question 6

What are various question types?

Answer 6

Dichotomous
multiple choice
likert scale
semantic deferential
importance scale
rating scale
intention to buy scale
completely unstructured
word association
sentence completion
story completion

Question 7

Types of samples in mechanical measures

Answer 7

Probability samples (simple random, stratified random, cluster)
Nonprobability samples (convenience, judgment, quota)

Question 8

is the set of measures helps marketers quantify, compare and interpret marketing performance

Answer 8

Marketing metrics

Question 9

two types of marketing metrics

Answer 9

External and Internal

Question 10

Measures of market demand

Answer 10

Potential market
available market
target market
penetrated market

Question 11

consumers who profess a sufficient level of interest in a market offer.

Answer 11

potential market

Question 12

consumers who have interest, income and access to a particular offer.

Answer 12

available market

Question 13

qualified available market the company decides to pursue

Answer 13

target market

Question 14

consumers who are buying the company’s product

Answer 14

penetrated market

Question 15

Vocabulary for demand measurement

Answer 15

Market demand
market forecast
market potential
company demand
company sales forecast
company sales potential

Question 16

product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period

Answer 16

market demand

Question 17

market forecast shows expected market demand, not maximum market demand

Answer 17

market forecast

Question 18

the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment

Answer 18

Market potential

Question 19

company’s estimated share of market demand at alternative levels of company marketing effort in a given time period.

Answer 19

company demand

Question 20

expected level of company sales

Answer 20

ccompany sales forecast

Question 21

sales goal set for a product line, company division, or sales representative

Answer 21

sales quota

Question 22

estimate of the expected volume of sales and used for purchasing, production, and cash flow decisions.

Answer 22

sales budget

Question 23

the sales limit approached by company demand as company marketing effort increases

Answer 23

company sales potential

Question 24

absolute limit of company demand is the

Answer 24

market potential

Question 25

Estimating future demand

Answer 25

Survey of buyer’s intention
composite of sales force opinions
expert opinions
post sales analysis
market test method.

Question 26

it is desirable in forecasting new product sales or established product sales in a new distribution channel or territory.

Answer 26

direct-market test