What is sales forecasting?

attempts to estimate the future sales of an existing product

The key word of market research is ________.

anticipate, obtained, overall, associate

a collection of related information about a specific topic

What is attitude/opinion research?

obtain information on how people feel on products & services

What is quantitative research?

answers questions that begin with “how many” or “how much”

What is market intelligence/research?

concernedw/size location of market/competition/segmentation

What is product research?

centers on evaluating product design and usage by consumers

What is concept testing?

attempts to get info on product, pricing, advertising, etc.

Which concepts make up marketing research?

Marketing opportunities, Marketing plans, marketing performance, Marketing problems

What is media/advertising research?

focuses on issues of media effectiveness, selection, etc.

What is an opinion poll?

survey of public opinion from a particular population sample

What is market research?

gathering of information about a market’s size and trends

What is database marketing/CRM?

survey of public opinion from a particular population sample

What are consumer panels/focus groups?

groups of people who are questioned to provide info on issue

What are choice studies/blind tests?

allows for a product to be evaluated without brand name aid

Media research is used to measure ________.

media effectiveness, brand awareness/image, audience size, advertisement recall

What is qualitative research?

answers questions that begin with “why” or “how”

What is marketing research?

the process and methods used to gather information and more

What is a marketing information system?

methods that generate, store, analyze, and distribute info

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Chapter 28 & 29 Marketing Research Review

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Review Questions based on Chapter 28 & 29 of the McGraw Hill Marketing Essentials Textbook

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Questions 40

Answers

1
What is sales forecasting?
attempts to get info on product, pricing, advertising, etc.
a way of measuring new product acceptance
attempts to estimate the future sales of an existing product
allows for a product to be evaluated without brand name aid
2
The key word of market research is ________.
anticipate
obtained
overall
associate
3
Research technique produces nearly identical results in repeated trials.
reliability
accuracy
sincerity
validity
4
Early product development focuses on _______.
Consumers
Brand research
Databases
Selling strategies
5
The last step in the marketing process is to...
apply the results
obtain data
analyze the data
recommend solutions
6
Ask respondents to choose answers from possibilities given on a questionnaire.
problem definition
forced-choice questions
open ended question
observation method
7
What is a database?
attempt to estimate the future sales of an existing product
a collection of related information about a specific topic
survey of public opinion from a particular population sample
designed to obtain information on how people feel on product
8
What is attitude/opinion research?
survey of public opinion from a particular population sample
obtain information on how people feel on products & services
focuses on issues of media effectiveness, selection, etc.
attempts to estimate the future sales of an existing product
9
What is quantitative research?
allows for a product to be evaluated without branding aid
survey of public opinion from a particular population sample
answers questions that begin with “why” or “how”
answers questions that begin with “how many” or “how much”
10
What is market intelligence/research?
centers on evaluating product design, and usage
attempts to estimate the future sales of an existing product
focuses on issues of media effectiveness, selection, etc.
concernedw/size location of market/competition/segmentation
11
What is product research?
a way of measuring new product acceptance
centers on evaluating product design and usage by consumers
attempts to get info on product, pricing, advertising, etc.
allows a product to be evaluated without brand name aid
12
What is concept testing?
allows for a product to be evaluated without brand name aid
a way of measuring new product acceptance
None of these
attempts to get info on product, pricing, advertising, etc.
13
Which concepts make up marketing research?
Marketing opportunities
Marketing plans
marketing performance
Marketing problems
14
When the question asked measures what was intended to be measured.
reliability
validity
sample
data analysis
15
Research can help businesses determine its ______.
Target market
Values
Competitors
Strengths and weaknesses
16
The main purpose of marketing research is to ______ information.
Embellish
Analyze
Obtain
Create
17
Observe results of changing 1 or more mrktg variables while keeping other variables constant
survey method
point-of-sale research
observation method
experimental method
18
What is media/advertising research?
groups of people who are questioned to provide info on issue
centers on evaluating product design and usage
a way of measuring new product acceptance
focuses on issues of media effectiveness, selection, etc.
19
Have already been collected for some purpose other that the current study
primary data
observation method
secondary data
survey method
20
Process of compiling, analyzing, & interpreting the results of primary & secondary collection.
data analysis
survey method
problem definition
sample
21
_______ help businesses project the potential sales for a product and anticipate problems.
Quality control
Consumers
Target markets
Sales data
22
What is an opinion poll?
survey of public opinion from a particular population sample
attempts to estimate the future sales of an existing product
groups of people who are questioned to provide info on issue
focuses on issues of media effectiveness, selection, etc.
23
What is market research?
gathering of information about a market’s size and trends
obtaining info on how people feel about certain products etc
determining competitors and what they have to offer.
process of designing, creating, and managing customer lists
24
Information obtained from research helps businesses increase _______.
Customer size
Sales
Profits
Databases
25
A part of the target population that represents it accurately.
secondary data
data analysis
sample
primary data
26
What is database marketing/CRM?
allows for a product to be evaluated without recognition aid
answers questions that begin with “how many” or “how much”
survey of public opinion from a particular population sample
to get info on product, pricing, advertising, positioning
27
_______ are a way of measuring new product acceptance.
Opinion polls
Databases
Product placement tests
Media research
28
What are consumer panels/focus groups?
groups of people who are questioned to provide info on issue
centers on evaluating product design and usage
allows for a product to be evaluated without brand name aid
attempts to get info on product, pricing, advertising, etc
29
What are choice studies/blind tests?
shows what competitors are offering and how to counter them
attempts to find consumer satisfaction
discovers what a company's target market is
allows for a product to be evaluated without brand name aid
30
What is included in the customer touch points?
Accessibility
Competitive pricing
Telephone sales
Service quality
31
Media research is used to measure ________.
media effectiveness
brand awareness/image
audience size
advertisement recall
32
What percentage of new products succeed in the marketplace?
50%
10%
75%
2%
33
Which is NOT a source of secondary data?
government
internet
survey method
trade publications
34
Exists when a research technique produces nearly identical results in repeated trials.
experimental method
reliability
validity
sample
35
What is qualitative research?
answers questions that begin with “why” or “how”
evaluating product design, usage, and consumer acceptance
attempt to estimate the future sales of an existing product
survey of public opinion from a particular population sample
36
Ask respondents to construct their own response to a question.
open-ended questions
problem definition
data analysis
forced-choice questions
37
Which is not a source of primary data?
experimental method
internet
survey method
observation method
38
What is marketing research?
process of designing, creating, and managing customer lists
a collection of related information about a specific topic
the process and methods used to gather information and more
gathering of information about a market’s size and trends
39
Powerful form of research that combines natural observation & personal interviews.
experimental method
survey method
observation method
point-of-sale research
40
What is a marketing information system?
focuses on issues of media placement
a collection of related information about a specific topic
methods that generate, store, analyze, and distribute info
survey of public opinion from a particular population sample

Chapter 28 & 29 Marketing Research Review Flashcards | StudBud