MKT 291 Chapter 7- Quiz – Flashcards

The last step in the marketing research approach is to execute the marketing program. take marketing actions. examine the alternatives. evaluate data collection methods. present the findings.

__________ assumes that the underlying relationships in the past will continue into the future; the method is simple but not always correct. Trend extrapolation Sensitivity analysis Lost-horse forecasting Statistical inference A survey of buyers' intentions

Which of the following is a form of secondary data? rev: 04_04_2016_QC_CS-46999 questionnaires personal interviews experiments social media company sales reports

Two special methods vital to marketing researchers are __________ and __________. sampling; statistical inference actuarial models; data extrapolation statistical inference; experiments hypotheses; conjectures virtual visualization; interactive data exchange

Asking the firm's salespeople to estimate sales during a coming period is referred to as trend extrapolation. in-house forecasting. a lost-horse forecast. a salesforce survey forecast. a survey of buyers' intentions.

In 2015, a marketing manager for New Balance's Minimus shoe needs to forecast sales through 2017. She begins with the known totals for 2014 and adjusts for positive factors like acceptance of new high-tech designs and great publicity, and for negative factors like the slow economy and predicted moves by the competition. This type of forecast is referred to as trend extrapolation. direct forecasting. lost-horse forecasting. linear trend forecasting. a survey of buyers' intentions.

If you were asked in a telephone interview if you planned to vote in the fall elections, and were asked to answer either yes or no, this question would be considered open-ended. dichotomous. Likert scale. single response. semantic differential scale.

A question about an instructor's comportment in the classroom, with a five-point scale ranging from "enthusiastic" on one end to "unengaging" on the other end would be what type of marketing research question? open-ended Likert scale dichotomous single response semantic differential scale

Through the use of __________, a catalog retailer might determine from its database that customers who purchased silver frames would also have a high probability of buying vintage hatpins. As a result, its sales representatives were instructed to offer a special price on hatpins when a customer places an order for a silver frame. queries suggestive selling sales driver analysis database management data mining

Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and __________. recommending actions creating a new budget and financial plan tracking the actions of competitors assembling a task force to identify applicable trends adopting a global market perspective