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Exam 4: Conducting Marketing Research and Forecasting Demand

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Question 41

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When buyers don't plan their purchases carefully,or experts are unavailable or unreliable,exponential smoothing can help forecast new-product sales.

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Question 42

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A stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers,banks,and stockholders.

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Question 43

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Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

If a researcher finds and interviews a prescribed number of people in each of several categories,the researcher is using the ________ sampling method.

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

List four external marketing metrics that will be useful for the marketing researcher.

Companies normally budget marketing research at ________ of company sales.

All forecasts are built on one of three informational bases: what people say,what people do,or ________.

If a marketing researcher wished to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers,he or she should choose the ________ as the best way to reach people.

A marketing research firm intends to ask consumers a question that reads "Do you intend to buy a automobile within the next six months?" Consumers could respond in several ways including no chance,slight possibility,fair possibility,good possibility,high possibility,and certain.Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use in the research effort?

A low market share-penetration index indicates substantial growth potential for all the firms.

Which of the following is considered to be the last step in the marketing research process?

Online research has grown significantly in the past several years.It is estimated that ________ of all survey-based research was done online in 2006.

A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.

If American Airlines seeks to quantify demand,such as how many first-class passengers would purchase in-flight Internet service at $25,the airline should conduct ________ research.

Describe the following terms and then construct an illustration to demonstrate the relationships involved: potential market,available market,qualified available market,target market,and penetrated market.

Describe and illustrate the following question formats: dichotomous,Likert scale,word association,and Thematic Appreciation Test (TAT).

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

With respect to the sampling plan,three decisions must be made: (1) the sampling unit-who is to be surveyed; (2) sample size-how many people should be surveyed;and (3) ________.

If a marketing research firm were also known as a field-service firm (e.g. ,it sells its field interviewing services to other firms) ,it would be called a ________.