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