Exam 7: Improving Decisions With Marketing Information

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About what percentage of marketing research spending is for syndicated research data?

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Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

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The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

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A marketing model is a

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Marketing research:

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When a Walmart clerk processes a customer's purchases by scanning the bar codes of their items, this is an example of what type of research?

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A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

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Statistical packages are:

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A data warehouse is filled with file cabinets and binders where past market research is stored.

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A marketing model displays up-to-the-minute marketing data in an easy to read format.

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Observing-as a method of collecting data-should focus on a well-defined problem.

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A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

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Which of the following would NOT be a source of primary data?

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Marketing manager Ricki Stephens reviewed her marketing information system to learn who was buying her company's products and at what stores they were buying. She found this internal and external data in her company's:

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The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales.

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A statistical package is likely to be used with quantitative research, but not with qualitative research.

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The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.

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Data that has been collected or published already is:

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Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

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All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

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