Exam 7: Improving Decisions With Marketing Information

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A market research online community combines qualitative and quantitative approaches in private online communities.

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A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's management is, "Should the new restaurant design include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that:

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Quantitative research:

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It is the job of the marketing manager to ask for the right information in the right form.

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A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.

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During a "situation analysis," a marketing researcher should:

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____ are educated guesses about the relationships between things or about what will happen in the future.

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Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

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Which of the following statements about a situation analysis is False?

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If random selection is used to develop a sample, researchers can use statistical methods to help determine the likely accuracy of the sample value; this is done in terms of _____.

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The observing method in marketing research:

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Which of the following is a useful practice when making a marketing decision?

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_____ are one widely used form of qualitative questioning in marketing research.

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The scientific method

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The most difficult and important step in the scientific approach to marketing research is:

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Decision support systems that include marketing models help managers by showing the relationships among marketing variables.

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_____ is an informal study of what information is already available in the problem area.

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For marketers, the purpose of gathering primary data is usually:

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During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

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An intranet works like the Internet but access is limited to a company's employees.

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