Marketing Research Chapter 1&2 Quiz Answers – Flashcards
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Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation
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False
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Which of the following illustrates an unethical activity of research users
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Obtaining first drafts of questionnaires and using the information to perform the research project themselves
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The iceberg principle helps researchers _____
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Distinguish between the symptoms and the cause of a problem
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The first task in the information research process is to ____
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Identify and clarify information needs
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The benefits of internal marketing research providers include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results
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True
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_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.
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The Unit of Analysis
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As marketing research firms expand their geographic scope, many fundamental skill requirements will change and negotiation skills will be replaced by statistical skills.
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False
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One of the recent trends in the marketing research industry is a movement toward data analysis.
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False
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Marketing research plays a critical role in developing competitive intelligence.
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True
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Which of the following statements is true about the information research process?
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It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
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Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how
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False
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In a census, a researcher attempts to _____.
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Question or observe all the members of a defined target population
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Which of the following is ethical in marketing research practices?
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Subject Debriefing
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Apex Corp. asks its consumers to determine how they perceive the similarities and dissimilarities among relevant product attributes for a group of competing brands. In this case, Apex Corp. is most likely using the technique of _____.
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Perceptual Mapping
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The practice of data collection personnel filling out surveys for fake respondents is called _____
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Curbstoning
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Given the nonlinear nature of marketing research, it is not a very systematic process.
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False
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