Sales and Market Forecasting Test
Questions
Course Introduction
This course provides an in-depth examination of the concepts, methods, and applications of sales and market forecasting in business decision-making. Students will explore quantitative and qualitative forecasting techniques, including time series analysis, regression models, and scenario planning, as well as the role of market research and data analytics in predicting future sales trends. The course emphasizes practical skills through case studies and the use of forecasting software, enabling students to develop, interpret, and evaluate forecasts to support marketing strategy, production planning, and financial management across industries.
Recommended Textbook Marketing Research 10th Edition by Carl McDaniel Jr
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision Making
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Sample Questions
Q1) The explanation of data or actions is known as the descriptive function of marketing research.
A)True
B)False
Answer: False
Q2) Which of the following is under control of the marketer?
A)The external environment
B)The marketing mix
C)Economic conditions
D)Political stability
E)None of these are under the marketers' control.
Answer: B
Q3) Which of the following might provide a good reason not to conduct marketing research?
A)insufficient time to conduct research
B)no budget allocated for research
C)decision making data already exists
D)Both insufficient time and no budget allocated for research
E)All of these are reasons to conduct marketing research.
Answer: C
Page 3
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Sample Questions
Q1) Professional respondents are generally viewed in a positive light by marketing researchers.
A)True
B)False Answer: False
Q2) Black box branding techniques are usually easy for a potential client to decipher.
A)True
B)False Answer: False
Q3) Syndicated service firms:
A)are relatively small.
B)are large in number.
C)specialize in product movement and audience media data.
D)do nothing but collect data.
E)account for 90% of all monies spent on market research.
Answer: C
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Chapter 3: Problem Definition and the Research Process
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Sample Questions
Q1) According to a recent survey,what is the most desirable quality in a marketing researcher,from the client's perspective?
A)flexibility
B)attention to detail
C)maintains client confidentiality
D)customer-oriented
Answer: C
Q2) The definition of the research problem is one of the most critical steps in the research process.Why? Who should be involved in this process?
Answer: The definition of the research problem specifies the exact nature of the information that is needed for the client to make the marketing decision in question.If the problem is defined incorrectly,the wrong information could be obtained,which defeats the purpose of the process.The manager who must make the decision,those who must implement the decision and the marketing researcher should be involved in the problem definition process.
Q3) Situational analysis is important in the problem definition process.
A)True
B)False
Answer: True
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Chapter 4: Secondary Data and Databases
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Sample Questions
Q1) Big data researchers have insights into all the individual,all the products,all the parts,all the events,and all the transactions.
A)True
B)False
Q2) New types of databases that began emerging in late 2009,don't have these limitations,and allow analysts to create queries against all these types of data.
A)True
B)False
Q3) Until recently,complex computer programs,such as programs for big data analysis,needed to run on expensive hardware,such as enormous mainframe computers.
A)True
B)False
Q4) Secondary data is previously gathered data that might be relevant to the problem at hand.
A)True
B)False
Q5) Describe how social media has had an effect on behavioral targeting.
Q6) Explain the paradigm shift in research as a result of big data analytics.
Page 6
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Chapter 5: Qualitative Research
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Sample Questions
Q1) Qualitative research blends with quantitative measures to provide a less thorough understanding of consumer demand.
A)True
B)False
Q2) A group of citizens thinks Drysville,Arkansas,is achieving its potential as a city,because it is "dry." Drysville is a very religious and conservative community that has experienced some growth as a "bedroom" community to Sin City.Hence,the population has grown to the extent that the group favoring a "wet" city thinks it may now have the votes.However,before embarking on an expensive petition-signing campaign,the group favoring "wet" wants a market researcher to give them more insights via a qualitative research effort.The issue is very sensitive,and the "wet" group thinks that many of its supporters may not come forward due to possible peer pressure.What method or methods of qualitative research would you recommend?
Q3) An advantage of depth interviews is that group pressure is eliminated.
A)True
B)False
Q4) Most focus group participants are recruited via door-to-door interviews.
A)True
B)False
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Chapter 6: Traditional Survey Research
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Sample Questions
Q1) Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?
A)the need to know why certain things are done or not done
B)the need to know who does certain things
C)the need to explain cause and effect relationships
D)the need to know how consumers make decisions
E)All are reasons for the high rate of usage of surveys in marketing research
Q2) The quality of data is measured in terms of validity and reliability.
A)True
B)False
Q3) If the client needs to have survey results quickly,the Internet is not the best choice.
A)True
B)False
Q4) It is possible for respondents to falsify answers unconsciously.
A)True
B)False
Q5) Explain the major disadvantage with self-administrated questionnaires.
Q6) Why is it important to consider measurement error in survey research?
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Chapter 7: Online Marketing Research-The Growth of
Mobile and Social Media Research
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Sample Questions
Q1) Channel M2 is used for conducting:
A)online focus groups
B)quantitative studies
C)traditional focus groups
D)in-depth interviews
Q2) Online Individual Depth Interviews may be the only way to reach people such as physicians or busy executives.
A)True
B)False
Q3) Which of the following is a weakness of online surveying?
A)hard to reach low incidence populations
B)more data processing required than traditional surveys
C)some respondents may be over surveyed
D)not able to gather open-ended responses
Q4) Using a closed online panel recruitment method gives a panel provider greater control over who is invited to the panel.
A)True
B)False
Page 9
Q5) List and describe at least 3 disadvantages of online surveys.
Q6) List and describe at least four (4)advantages of mobile research.
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Page 10
Chapter 8: Primary Data Collection: Observation
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Sample Questions
Q1) Today,the trend of television audience measurement and tracking has moved away from direct measurement from "set-top boxes" (STB)to people meters.
A)True
B)False
Q2) Target Stores is evaluating several locations for locating a new Super-Target Super-Center.To do this,a traffic counting machine records the number of cars passing each location every day of the week for a 3-month period.This is an example of which kind of observation situation?
A)people watching people
B)people watching phenomena
C)machines watching people
D)machines watching phenomena
Q3) What is Ethnographic research and list at least 5 advantages of it in marketing research?
Q4) Ethnographic research cannot reveal unexpressed needs and wants. A)True B)False
Q5) How is online tracking a type of observation research? How can it be of value to the marketing researcher?
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Sample Questions
Q1) Which of the following is not a benefit of test marketing?
A)estimate of market potential
B)exposure of the new product to the competition
C)identification of weak areas of the marketing mix
D)provide management with strategic information about product performance
E)All of these are benefits of test marketing.
Q2) This true experimental design involves random assignment of subjects to experimental and control groups,but no pre-measurement of the dependent variable.
A)Solomon four-group design
B)before and after with control group
C)after only with control group
D)one group pretest and posttest design
E)none of these
Q3) A _____________ is a by-product of the research process itself.
A)Testing Effect
B)Research Effect
C)Result
D)Decision
Q4) List and describe (3)three limitations of experimental research?
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Chapter 10: The Concept of Measurement
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Sample Questions
Q1) What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category.
___(1)0 to 18 ___(2)19 to 34 ___(3)35 and over
A)nominal
B)ratio
C)interval
D)reliable
E)ordinal
Q2) Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.
A)True
B)False
Q3) If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Sample Questions
Q1) The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.
A)True
B)False
Q2) An interval scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.
A)True
B)False
Q3) If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.
A)direct
B)indirect
C)balanced
D)unbalanced
E)none of these
Q4) When is it preferable to use direct questioning and when is it preferable to use indirect questioning?
Q5) List and briefly describe considerations in selecting a scale.
Page 14
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Chapter 12: Questionnaire Design
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Sample Questions
Q1) A researcher wants to develop a questionnaire that asks users of the product different questions than non-users.What technique should s/he use to accomplish this? 1
A)open-ended questions
2 B)piping 3 C)branching
4 D)non-response
Q2) One of the characteristics that separate multiple-choice questions from scaled questions is that scaled questions attempt to capture the intensity of the respondent's feelings.
A)True
B)False
Q3) _______________ integrates responses from a question into later questions.
A)piping
B)editing
C)branching
D)coding
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Chapter 13: Basic Sampling Issues
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Sample Questions
Q1) _____________ is the total group of people from whom information is obtained.
A)Sample of interest
B)Census of interest
C)Population of interest
D)Subset of interest
E)The entire universe
Q2) Under the right circumstances and all other things equal,_________ produces the most efficient samples and provides the most precise or reliable estimates for a given sample size.
A)Proportional stratified allocation
B)Disproportional stratified allocation
C)Optimal allocation
D)Disproportional Quota allocation
E)None of these
Q3) Multistage area (probability)sampling is used for national surveys or surveys that cover large regional areas.
A)True
B)False
Q4) Distinguish between probability and nonprobability samples.What are the advantages and disadvantages of each?
Page 16
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Chapter 14: Sample Size Determination
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Sample Questions
Q1) Discuss and give examples of three methods that are used in marketing research for determining sample size.
Q2) Statistical power is the probability of not making which of the following types of error?
A)Type I
B)Type II
C)Type III
D)Type A
E)Type B
Q3) A normal distribution has a total of 6 standard deviations.
A)True
B)False
Q4) A researcher wants to estimate a population mean.The level of tolerable sampling error is 0.2 of a purchase occasion,with a confidence level of 95.44%.If the estimated population variance is 5 for the most important question in the study,what is the desired sample size?
Q5) The total area under a normal curve is not equal to one,meaning all observations. A)True B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Sample Questions
Q1) Which type of data entry ensures that data is entered properly?
A)scanning
B)coding
C)intelligent
D)marginal
E)none of these
Q2) Checking to ensure that skip patterns were followed occurs during the data editing stage.
A)True
B)False
Q3) Validation of data is an attempt to check the accuracy of the work done by
A)analysts
B)project managers
C)interviewers
D)panel recruiters
E)data entry
Q4) Categorical data is typically analyzed with percentages rather than means.
A)True
B)False
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) The chi-square test is a test to determine whether the difference between two proportions is greater than would be expected because of sampling error.
A)True
B)False
Q2) What kind of error is being made if the researcher fails to reject the null hypothesis when it is,in fact,false?
A)chi-square
B)type I
C)type II
D)type III
E)none of these
Q3) Placing total reliance on significance testing is a good idea.
A)True
B)False
Q4) Researchers must be careful to distinguish statistical significance from:
A)mathematical significance.
B)chance significance.
C)practical significance.
D)random significance.
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Chapter 17: Bivariate Correlation and Regression
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Q1) The coefficient of determination is used in correlation analysis.
A)True
B)False
Q2) What is the variation not explained by the regression?
A)Sum of squares due to regression
B)Error sum of squares
C)Neither sum of squares due to regression or Error sum of squares
D)Both Sum of squares due to regression and Error sum of squares
Q3) One way to study the relationship between the dependent and independent variable is to plot the data in a scatter diagram.
A)True
B)False
Q4) _______________ refers to analysis is one of strength of the linear relationship between two variables when one is considered the independent variable and the other the dependent variable
A)Multivariate regression
B)Univariate regression
C)Bivariate regression
D)Trivariate regression
E)None of these
Page 20
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Chapter 18: Multivariate Data Analysis
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Q1) Multiple regression analysis can group respondents into subgroups when there are at least 4 classification variables.
A)True
B)False
Q2) A dependent variable is coded 1=respondent did purchase and 0=respondent did not purchase.Independent variables include various demographic and lifestyle characteristics of the respondents.The goal of the analysis is to determine how respondents who did purchase are different from respondents who did not purchase.Which of the following procedures goes with the preceding description?
A)multiple discriminant analysis
B)multiple regression analysis
C)cluster analysis
D)perceptual mapping
Q3) An analyst is trying to group together persons who attend theatre performances and who prefer a dinner to accompany the theatre performance.Hence,the two pieces of information are 1)frequency of attending theatre performances and 2)preference for a dinner-theatre format.What type of analysis should be undertaken to determine if those persons preferring the dinner-theatre format are those who attend theatre performances more frequently?
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Chapter 19: Communicating the Research Results
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Q1) In some cases,a market researcher may not be able to make specific recommendations and can only make more general ones.
A)True
B)False
Q2) One reason presentations are sometimes inadequate is that the speaker lacks an understanding of the barriers to effective communication.
A)True
B)False
Q3) Persuasion does not imply stretching or bending the truth,but rather using research findings to reinforce conclusions and recommendations.
A)True
B)False
Q4) Generalizing from small pieces of information can be referred to as___________.
A)Conclusions
B)Induction
C)Both conclusions and induction
D)Neither conclusions or induction
Q5) Describe the characteristics of a good presentation.
Q6) Compare and contrast the conclusions and recommendations portions of the research report.
Page 22
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Chapter 20: Managing Marketing Research
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Q1) What is the general rule for selecting a marketing research supplier?
A)Choose the least expensive supplier and, if the project's needs exceed their abilities, move to the next supplier.
B)Choose the smallest firm consistent with the scope of the project, as long as the project is not more than 30% of the supplier's annual revenues.
C)Choose the vendor that has the best reputation.
D)Choose the smallest firm consistent with the scope of the project, as long As the project is not more than 15% of the supplier's annual revenues.
E)There is no general rule.
Q2) Many department heads say that they believe it's important for the research group to have a discretionary budget for important projects.
A)True
B)False
Q3) If the client finds even small mistakes in the communication of the findings,the credibility of the researcher and all of the research findings may be brought into serious question.
A)True
B)False
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