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页数:57页
时间:2018-01-27
《conducting marketing research and forecasting demand习题及答案详解》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、Chapter4:ConductingMarketingResearchandForecastingDemandChapter4:ConductingMarketingResearchandForecastingDemandGENERALCONCEPTQUESTIONSMultipleChoice1.________isthesystematicdesign,collection,analysis,andreportingofdataandfindingsrelevanttoaspecificmarketingsituationfac
2、ingthecompany.a.Marketingintelligenceb.MIS(marketinginformationsystem)c.Marketingresearchd.Demographicse.MarketingmanagementAnswer:cPage:102Levelofdifficulty:Easy2.Marketingresearchisnowabouta________billionindustryglobally.a.$50b.$21.5c.$16.5d.$10e.$7.5Answer:cPage:102
3、Levelofdifficulty:Hard3.Companiesnormallybudgetmarketingresearchat________percentofcompanysales.a.1to2b.2to3c.4d.6.5e.10to12Answer:aPage:103Levelofdifficulty:Medium4.Whichofthefollowingtypesofmarketingresearchfirmswouldbestbedescribedasbeingonethatgathersconsumerandtrad
4、einformationwhichtheysellforafee(e.g.,NielsenMediaResearch)?a.Custommarketingresearchfirms.b.Syndicated-serviceresearchfirms.c.Specialty-linemarketingresearchfirms.d.General-linemarketingresearchfirms.e.Non-profitmarketingresearchfirms.Answer:bPage:103Levelofdifficulty:
5、Medium145Chapter4:ConductingMarketingResearchandForecastingDemand5.Ifamarketingresearchfirmwerealsoknownasafield-servicefirm(e.g.,itsellsitsfieldinterviewingservicestootherfirms),itwouldbecalleda________.a.custommarketingresearchfirmb.syndicated-serviceresearchfirmc.spe
6、cialty-linemarketingresearchfirmd.general-linemarketingresearchfirme.systematicmarketingresearchfirmAnswer:cPage:103Levelofdifficulty:Medium6.AllofthefollowingwouldbeamongthewaysthatsmallcompaniescanconductmarketingresearchincreativeandaffordablewaysEXCEPT________.a.usi
7、ngtheInternetb.engagingstudentstodesignandcarryoutprojectsc.checkingoutrivalsd.engagingprofessorstodesignandcarryoutprojectse.hiringsyndicated-serviceresearchfirmstoconductprojectsAnswer:ePage:103Levelofdifficulty:Hard7.Thefirststepinthemarketingresearchprocessisto_____
8、___.a.developaresearchplanb.definetheproblemandresearchobjectivesc.analyzetheinternalenvironmentd.readmarketin
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