Exam 7: Improving Decisions With Marketing Information

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Data that has already been collected or published is:

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Test-marketing is an example of a(n):

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A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

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When conducting market research in overseas markets, which of the following is true about the local (international) researchers?

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The scientific method

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Qualitative research seeks clear yes or no answers.

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When using __________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested.

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Market research online communities are one-time events.

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A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

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Which of the following is likely to be part of a situation analysis?

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By computing confidence intervals a researcher can:

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The scientific method in marketing research

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Statistical packages are easy-to-use computer programs that analyze data.

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A marketing manager can use a DSS to conduct sales and perform analyses that show a more detailed breakdown of what's happening.

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In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

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In the context of interpreting data, identify the most accurate statement.

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Response rate is the percentage of people contacted who complete a given questionnaire.

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In the experimental method, researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

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Marketing manager Carl Hammer looked through his marketing information system where he learned who was buying his product and where. He was looking at:

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A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

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