Chapter 4 MCQ's : Marketing Management 13th edition by "Kotler"

Chapter 4: Conducting Marketing Research and Forecasting Demand

1- The first step in the marketing research process is _____.     

• develop the research plan
• define the problem and research objectives
• collect the information
• present the data
• make the decision

 2- The last step in the marketing research process is _____.     

• develop the research plan
• define the problem and research objectives
• collect the information
• present the findings
• make the decision 

3- Data that is freshly gathered for a specific purpose is called _____. 

• behavioral data
• Primary data
• secondary data
• syndicated data
• explanatory data 

4- Research that is designed to capture cause-and-effect relationships by eliminating competing explanations of observed findings is called _____. 

• behavioral data
• experimental research
• survey research
• focus group research
• observation research 

5- The best way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewer is by using a(n) _____. 

• online interview
• personal interview
• telephone interview
• mail interview
• mall-intercept 

6- _____ is a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. 

• Marketing Decision Support System
• Marketing Metrics
• Galvanometer
• Interdependent Data Monitor
• SWOT Analysis 

7- The set of consumers who are buying the company's product is the _____. 

• potential market
• available market
• target market
• penetrated market
• total market 

8- The percentage of ownership among customers in a population is referred to as _____. 

• customer loyalty percentage
• market selectivity percentage
• product penetration percentage
• market net worth percentage
• market share percentage 

9- The sales goal for a product line, company division, or sales representative is called a _____. 

• sales forecast
• sales budget
• sales expectation
• sales delivery
• sales quota 

10- The total amount of sales that might be available to all firms in an industry during a given time period is known as the ________. 

• total market potential
• total market share
• total market penetration
• total market percentage
• total market coverage