Exam 7: Improving Decisions With Marketing Information

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Which of the following is most consistent with the marketing research process discussed in the text?

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One reason for the popularity of mail surveys is that the response rates are usually very high.

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The total group a survey researcher is interested in is called the:

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The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

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The first step of the marketing research process-defining the problem-is the most important because:

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Secondary data:

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Which of the following statements about secondary data is correct?

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When seeking problem-specific data through qualitative research, the researcher:

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Which of the following is NOT true regarding international marketing research?

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Whenever John shops for groceries, he gives an ID card to the clerk, who scans the number. Then the scanner records every purchase-including brands, sizes, prices, and any coupons used. John is most probably a

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Big data involves data sets too large and complex to work with typical database management tools.

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A typical cost for a focus group interview of 6 to 10 participants is about:

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When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):

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A decision support system

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Secondary data is often available-at little or no cost-from:

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The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details.

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A research proposal

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With focus group interviews,

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______ research accounts for about 40 percent of marketing research spending.

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Which of the following statements about using the Internet to gather secondary information is FALSE?

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