CHAPTER 4: CONDUCTING

MARKET RESEARCH AND

FORECASTING DEMAND
Mark Anthony A. Valino
Ateneo Graduate School of Business
05.25.2010
TOP 10 LEARNING QUESTIONS
CHAPTER 4: CONDUCTING
MARKET RESEARCH AND
FORECASTING DEMAND
Mark Anthony A. Valino
Ateneo Graduate School of Business
05.25.2010
QUESTIONS
Marketing research aims to
produce _______ into the
customers attitudes and
buying behavior.
a. observations
b. patterns
c. insights
d. relationships
Marketing metrics is the set
of measures that helps
marketers ______, compare,
and interpret marketing
performance.
a. classify
b. quantify
c. verify
d. simplify
The marketing research
process involves the
following steps, except:
a. Defining a problem
b. Collecting information
c. Validate information
d. Making a decision
The following are ways to
collect primary data,
except:
a. Surveys
b. Focus group discussion
c. Published data
d. Experiments
Which of the following is
FALSE?
a. Personal interview is the least
versatile contacting method.
b. Telephone interview is the best
method for gathering information
quickly.
c. Mail questionnaire response is high.
d. Online interview replaces traditional
methods of research.
Which of the following is
TRUE?
a. Industry sales and market shares
estimate future demand.

b. Time series analysis determines trend,
cyclical, seasonal, and erratic sales
patterns.

c. Sales force opinions measures current
demand.

d. Area market potential determines
maximum value of sales available to all
firms in the industry.
After dining at a restaurant,
the waiter gives you a
customers feedback form.
This research approach is an
example of:
a. Observational research
b. Ethnographic research
c. Survey research
d. Behavioral research
Unilever plans to launch a
first-of-its-kind beauty
product. It wants to measure
the set of consumers who will
be interested. Its appointed
market researcher should
measure:
a. Potential market
b. Target market
c. Available market
d. Penetrated market
Distributorship companies
such as Avon, Fullerlife, and
Boardwalk may best measure
future demand of their
products through:
a. Expert opinion
b. Survey of buyers intention
c. Market-test method
d. Sales force opinion
Apple wants to know if
iPad users are satisfied
with the product. What
type of nonprobability
sampling method will you
recommend?
a. Convenience
b. Stratified random
c. Cluster
d. Judgment
CHAPTER 4: CONDUCTING
MARKET RESEARCH AND
FORECASTING DEMAND
Mark Anthony A. Valino
Ateneo Graduate School of Business
05.25.2010
ANSWERS
Marketing research aims to
produce _______ into the
customers attitudes and
buying behavior.
a. observations
b. patterns
c. insights
d. relationships
Marketing metrics is the set
of measures that helps
marketers ______, compare,
and interpret marketing
performance.
a. classify
b. quantify
c. verify
d. simplify
The marketing research
process involves the
following steps, except:
a. Defining a problem
b. Collecting information
c. Validate information
d. Making a decision
The following are ways to
collect primary data,
except:
a. Surveys
b. Focus group discussion
c. Published data
d. Experiments
Which of the following is
FALSE?
a. Personal interview is the least
versatile contacting method.
b. Telephone interview is the best
method for gathering information
quickly.
c. Mail questionnaire response is high.
d. Online interview replaces traditional
methods of research.
Which of the following is
TRUE?
a. Industry sales and market shares
estimate future demand.

b. Time series analysis determines trend,
cyclical, seasonal, and erratic sales
patterns.

c. Sales force opinions measures current
demand.

d. Area market potential determines
maximum value of sales available to all
firms in the industry.
After dining at a restaurant,
the waiter gives you a
customers feedback form.
This research approach is an
example of:
a. Observational research
b. Ethnographic research
c. Survey research
d. Behavioral research
Unilever plans to launch a
first-of-its-kind beauty
product. It wants to measure
the set of consumers who will
be interested. Its appointed
market researcher should
measure:
a. Potential market
b. Target market
c. Available market
d. Penetrated market
Distributorship companies
such as Avon, Fullerlife, and
Boardwalk may best measure
future demand of their
products through:
a. Expert opinion
b. Survey of buyers intention
c. Market-test method
d. Sales force opinion
Apple wants to know if
iPad users are satisfied
with the product. What
type of nonprobability
sampling method will you
recommend?
a. Convenience
b. Stratified random
c. Cluster
d. Judgment
CHAPTER 4: CONDUCTING
MARKET RESEARCH AND
FORECASTING DEMAND
Mark Anthony A. Valino
Ateneo Graduate School of Business
05.25.2010
TOP 10 LEARNING QUESTIONS