Chapter 10 Sample Questions – Flashcards
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marketing research includes all of the following except
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creating data
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political consultants have been using market research for decades to help their candidates understand
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who makes up the voting and how to reach them
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Paul subscribes to an internet service that alters him whenever other firms in his industry are quoted in the media. Paul is using this type of market research to primarily
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monitor his competitors
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Every month, Dr Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. uses the lunches as an informal marketing research effort intended primarily to
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help her to understand the needs of her customers
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through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-cutters was engaged in
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data mining
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Walmart is known for its efficient logistical systems. Every time consumers buy something, that purchase is recorded and sent to company headquarters, where it is used to generate reorders to vendors. In addition, customers' billions of purchases are analyzed using data mining techniques to uncover
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patterns of consumers' purchasing behavior
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if a firm has demographic and purchasing information about its customers, the firm can use data mining techniques to
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build separate marketing programs for different demographic segments
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From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about
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preserving their right to privacy
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When conducting a survey about choosing vacation destinations, Hillary will to _______ to get reluctant respondents to provide honest information
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assure consumers that their individual responses will be kept confidential
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marketing research process follows five steps and researchers
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may not always go through them in the exact sequence if the situation changes or new information is discovered
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the first question a marketing researcher should ask when considering a research study is
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will the research be useful
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assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is
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is top management committed to the study
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just as marketers create value by meeting the needs and wants of consumers, market researchers create value if
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the results will be used in making management decisions
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Benefit-cost analysis in market research weighs
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the benefits of answering questions against the cost of the research
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Wanda and Jim are working on research project to anticipate customer attitudes toward a proposed new product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed designed of the project. What is next step
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begin to collect data
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Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Business people tend to be more cautious before embarking on a marketing research study, recognizing that research is often
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expensive and time consuming
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market research begins with
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defining objectives and research needs
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manager of a company selling baby products asks you to conduct research into the question, "is life expectancy getting longer in Kuwait?" the problem with this objective is
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it is irrelevant to the baby products company
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manager of a company selling cellular phones in rural US markets asks you to conduct survey research into the question, "what percentage of people in Kansas live in communities of fewer than 10,000 people?' The problem with this objective
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it's already known and available from the US Census
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after defining objectives and research needs, the next step in the marketing research process involves
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research design
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During the research design step of the marketing research process, researchers identify the type of data needed and
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the type of research necessary to collect the data
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Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to
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identify the type of data he needs to have
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Company sales invoices, census data, and trade association stats are examples of
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secondary data
