Exam 7: Improving Decisions With Marketing Information

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A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

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Which of the following trends creates difficult challenges for marketing managers?

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A situation analysis is highly beneficial to marketers for all the following reasons except:

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Wizard Toy Company's marketing researcher conducted a survey to find out the percentage of customers who, after receiving a promotional mailing about a new toy, actually went out and purchased the product. This is an example of

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

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The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

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J.D. Power's surveys of customer satisfaction are a popular example of syndicated research. D. Power's surveys of customer satisfaction as the basis for advertising claims. This serves as an example of syndicated research.

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A common quantitative research approach is to use survey questionnaires with multiple-choice questions.

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Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

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A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.

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________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

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Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

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Validity concerns the extent to which data measures what it is intended to measure.

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Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

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The big advantage of qualitative research in marketing is:

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The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.

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Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

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When getting information for marketing decisions, the marketing manager:

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With roots in biology, ethnographic research studies different cultures by examining their physiology.

(True/False)
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The two basic methods for obtaining primary information about customers are

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