MKTG HW Chap 7 – Flashcards

Marketing research is the process of defining a marketing problem and opportunity, ------, and recommending actions. A) systematically collecting and analyzing information B) creating a new budget and financial plan C) tracking the actions of competitors D) assembling a task force to identify applicable rends E) adopting a global market perspective

In marketing research, the research objective are the ------ goals of the decision maker. A) casual and actionable B) virtual and interactive C) actionable and inferential D) interdisciplinary and precise E) specific and measurable

Two special methods vital marketing researchers are ----- and -----. A) sampling, statistical inference B) actuarial models; data extrapolation C) statistical inference; experiments D) hypotheses; conjectures E) virtual visualization; interactive data exchange

Representatives from Kraft spent several months with consumers in their kitchens, attempting to understand what they wanted in ready to serve meals prior to the launch of Kraft Deli Creations. The observational approach Kraft used is called ------ research. A) Secondary B) neuromarketing C) experiential D) ethnographic E) questionnaire

All of the following are independent variables a market researcher may use in a marketing experiment EXCEPT. A) price B) distribution outlet C) free samples D) unit sales E) product color

A forecast that involves estimating the value to be forecast and making decisions without any intervening steps is referred to as a: A) trend extrapolation B) direct forecast C) lost-horse forecast D) linear trend forecast E) survey of buyers' intentions

Boeing has only a few hundred customers worldwide for its large airplanes, so it can contact these customers and conduct ------, which is an effective method to develop its sales forecasts and production schedules A) trend extrapolation B) direct forecasting C) lost-horse forecasting D) linear trend forecasting E) a survey of buyers' intentions

Linear trend extrapolation is a type of trend extrapolation in which the: A) pattern changes from year to year, quarter to quarter, etc B) slope of the line is always positive (upward-sloping) C) pattern is always a straight line D) shape of the pattern is hyperbolic (U-shaped) E) pattern follows an "S" shaped curve