Exam 7: Improving Decisions With Marketing Information

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The Internet is an excellent source for primary data, but not secondary data.

(True/False)
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Which of the following is NOT likely to be included in a research proposal?

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When a firm is doing similar research projects in different international markets, it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

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A situation analysis

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The purpose of the five-step marketing research process is to:

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The response rate to a survey affects

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The part of the relevant population that is surveyed by a researcher is called the:

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One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.

(True/False)
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Which of the following statements is True regarding the last step in the marketing research process-solving the problem?

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About ______________ percent of marketing research spending is for syndicated research.

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Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

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With the observation method, the researcher skillfully engages the subject in conversation.

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When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):

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To get problem-specific data, a marketing researcher would use:

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Secondary data

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Which of the following statements is NOT accurate concerning the five-step approach?

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A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

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A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

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Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.

(True/False)
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In the context of marketing research, the most common ethical issues concern:

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