Exam 7: Improving Decisions With Marketing Information

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:

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

In its raw form, marketing managers find data useful.

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

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

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

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

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

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

Only about 25 percent of marketing research spending is for syndicated research.

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

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

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

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

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

The phrase "big data" refers to:

Secondary data from federal government sources

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

For raw data to become useful to marketers, it must be:

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