Exam 7: Improving Decisions With Marketing Information

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Regarding an estimate from a survey, the range on either side of the survey result that is likely to contain the "true" value of the relevant population is called:

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The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

(True/False)
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In its raw form, marketing managers find data useful.

(True/False)
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Sales data becomes wisdom when it provides answers to questions of "who," "what," "where," "how much," and "when."

(True/False)
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A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

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It is the job of the MIS specialist to ask for the right information in the right form.

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

(Multiple Choice)
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In which of the following cases does research have little value, suggesting poor planning by a manager?

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In marketing research, a population is a part of the relevant sample.

(True/False)
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Only about 25 percent of marketing research spending is for syndicated research.

(True/False)
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A focus group interview involves interviewing 6 to 10 people in an informal group setting.

(True/False)
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Procedures that develop and analyze new information to help marketing managers make decisions are called:

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Marketing research that seeks structured responses that can be summarized is called:

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Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

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Educated guesses about the relationships between things or about what will happen in the future are:

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The phrase "big data" refers to:

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Secondary data from federal government sources

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Use of the scientific method in marketing research forces researchers to use an orderly process.

(True/False)
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For raw data to become useful to marketers, it must be:

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Procedures that develop and analyze new information to help marketing managers make decisions are called:

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