Conducting Marketing Research and Forecasting Demand习题及答案详解参考.doc

Chapter 4: Conducting Marketing Research and Forecasting Demand GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. a. Marketing intelligence b. MIS (marketing information system) c. Marketing research d. Demographics e. Marketing management Answer: c Page: 102 Level of difficulty: Easy 2. Marketing research is now about a ________ billion industry globally. a. $50 b. $21.5 c. $16.5 d. $10 e. $7.5 Answer: c Page: 102 Level of difficulty: Hard 3. Companies normally budget marketing research at ________ percent of company sales. a. 1 to 2 b. 2 to 3 c. 4 d. 6.5 e. 10 to 12 Answer: a Page: 103 Level of difficulty: Medium 4. Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)? a. Custom marketing research firms. b. Syndicated-service research firms. c. Specialty-line marketing research firms. d. General-line marketing research firms. e. Non-profit marketing research firms. Answer: b Page: 103 Level of difficulty: Medium 5. 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 ________. a. custom marketing research firm b. syndicated-service research firm c. specialty-line marketing research firm d. general-line marketing research firm e. systematic marketing research firm Answer: c Page: 103 Level of difficulty: Medium 6. All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________. a. using the Internet b. engaging students to design and carry out projects c. checking out rivals d. engaging professors to design and carry out projects e. hiring syndicated-service research firms to c