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Exam 7: Marketing Research, Decision Support Systems, and Sales Forecasting

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Question 51

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The people meter relies on a microcircuit embedded beneath a person's skin to record his or her TV viewing and radio listening behaviour.

A) True
B) False

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Question 52

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Sampling is the process of selecting survey respondents or research participants.

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B) False

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Question 53

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What is the sales forecasting technique called that typically works from the bottom up?

Net Assets is a regional Internet company that has decided to conduct online research through its business.What is a major feature of such online research?

Marketing research is the process of collecting data and using the information to back up the decisions that marketers have already made.

What method was developed by social anthropologists in which customers are observed in their natural setting and their behaviour is interpreted based on social and cultural characteristics?

The jury of executive opinion and the Delphi technique are both forecasting methods that use the opinions of experts from outside the firm.

Who does market research aid by presenting pertinent information in a useable format?

MATCHING Match each item to the statement or sentence listed below. a.marketing research b.exploratory research c.secondary data d.primary data e.sampling f.hypothesis g.nonprobability sample h.interpretative research i.focus group j.marketing decision support system k.sales forecast l.jury of executive opinion m.Delphi technique n.sales force composite o.trend analysis p.exponential smoothing q.marketing information system r.data mining -is the process of searching through databases to detect patterns. 2.is the process of collecting and using information for marketing decision making. 3.A(n) _____ is a planned, computer-based system designed to provide a continuous flow of information. 4.The process of discussing a marketing problem with informed sources is _____. 5.An estimate of future sales based on a statistical analysis of historical sales patterns is called _____. 6.is previously published information. 7.assigns weight to historical sales data, giving the greatest weight to the most recent data. 8.Information collected specifically for the investigation in process is _____. 9.is a technique based on the combined sales estimates of the firm's sales force. 10.is the process of selecting survey respondents or research participants. 11.A technique that gathers information from experts and redistributes several rounds of anonymous forecasts until participants reach a consensus is called _____. 12.A(n) _____ is a statement about the relationship among variables that carries clear implications for testing this relationship. 13.A(n) _____ involves personal judgment somewhere in the selection process. 14.The assessment of the sales expectations of various managers is a(n) _____. 15.An observational method in which customers are observed in their natural setting is called _____. 16.A(n) _____ is an estimate of company revenue for a specified future period. 17.Simultaneous personal interviews of a small group of individuals is a(n) _____. 18.A(n) _____ links a decision maker with relevant databases and decision tools.

A department manager recommends using secondary data in a marketing research project.Which of the following best describes what the department manager is looking for?

A basic building block of marketing planning is an estimate of the firm's revenue for a specified future time period.What is this referred to as?

What happens after the marketing research problem has been well defined?

In a stratified sample, randomly selected subsamples of different groups within the population are represented in the total sample.Such samples are efficient and representative of the total population.

A marketing decision support system (MDSS) is a tool that can be used to transform the raw data of the Marketing Information System (MIS) into meaningful, connected information used to make marketing decisions.

Which of the following describes the experimental method of marketing research?

A common method used in conducting interpretive research involves the observation of a consumer's everyday life.

As part of his marketing research duties, Nathan evaluates company expenses for selling, warehousing, advertising, and delivery by the Mendocino Vinegar Cooperative.What is Nathan conducting?

The sales force composite technique of forecasting could be used by Nabisco to gain meaningful insight into short-term trends in future sales of the company's cookies.

A drawback to using secondary data is that the data may not be completely relevant to the marketer's specific needs.

Which of the following in one of the obstacles to telephone interviewing for marketing research?