MKT Research & Analysis Test 1

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(Ch.1)When an organization is attempting to decide whether to use a company such as UPS or FedEx to deliver its products or to establish its own means to deliver the product to its customers, this is an example of which type of research?
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Distribution research
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(Ch.1)Which of the following is the first step in developing a marketing strategy?
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Identifying and evaluating market opportunities
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(Ch.1)Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?
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scientific method
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(Ch.1)All of the following are a type of product research EXCEPT _____.
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brand-name evaluation
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(Ch.1)A marketing professor is examining the relationship between age and shoplifting behavior. The research is not being conducted for any specific retailer, but rather it is intended to better understand and predict this behavior. This professor is conducting which type of marketing research?
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basic marketing research
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(Ch.1)Consumer research conducted in the United States indicates that many consumers consider the country of origin when purchasing products, and consumers tend to prefer products that are made in the U.S.A. To determine if consumers in other countries are partial to their own country’s products, what must be done before the empirical findings from the research conducted among U.S. consumers also exist and behave similarly in another culture?
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cultural cross-validation
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(Ch.1)When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has a college degree, and is retired, this is an example of what type of information?
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geo-demographic
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(Ch.1)Research that attempts to determine which critical attributes of the product consumers use to perceive the value of the product is an example of which type of research?
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pricing research
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(Ch.1)_____ is the communication function of the firm responsible for informing and persuading buyers.
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promotion
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(Ch.1)Which of the following are the two types of marketing research based on the specificity of its purpose?
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basic and applied
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(Ch.1)When McDonald’s studies traffic patterns and population density patterns in order to select sites for future restaurants, this is an example of which type of research?
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distribution research
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(Ch.1)A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a _____.
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marketing channel
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(Ch.1)Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?
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price
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(Ch.1)When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores, this is an example of which type of research?
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distribution research
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(Ch.1)When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research?
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product research
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(Ch.1)Campbell’s Soup is considering launching a new gumbo product and is testing different recipes with consumers before full commercialization. What type of research is Campbell’s using to determine which soup consumers will like the best?
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applied marketing research
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(Ch.1)When Nike discovered an 80 percent recognition of its logo with consumers who typically spend at least $100 on athletic shoes, this was an example of which type of research?
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promotion research
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(Ch.1)When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed, this is an example of which aspect in the determination of the need for marketing research?
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time constraints
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(Ch.1)According to the concept of cross-functional activities, which of the following can affect the organization’s marketing efforts?
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all of these choices
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(Ch.1)Asking consumers what they think about possible brand names for a new product is an example of which type of research?
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product research
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(Ch.1)What type of information describes the demographic profile of consumers in a particular geographic region?
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geo-demographics
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(Ch.1)_____ is the application of the scientific method in searching for the truth about marketing phenomena.
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marketing research
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(Ch.1)Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _____.
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customer orientation
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(Ch.1)_____ is conducted to address a specific marketing decision for a specific firm or organization.
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applied marketing research
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(Ch.1)Which of the following is an important aspect of the marketing concept?
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all of these choices
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(Ch.1)Pamela is testing the hypothesis that states consumers will think a laundry detergent packaged in a pastel-colored container will perceive the detergent to be more mild than one packaged in a neon-orange container. Pamela is conducting _____.
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marketing research
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(Ch.1)All of the following are important aspects of the marketing research process
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making results publicly available
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(Ch.1)Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?
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basic research
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(Ch.1)A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?
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marketing orientation
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(Ch.1)According to the concept of cross-functional activities, which of the following can affect the organization’s marketing efforts?
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all of these choices
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(Ch.1)Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor’s product is an example of which type of research?
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product testing
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(Ch.1)When Pottery Barn conducted research to determine which products it should offer to customers over the Internet, this was an example of which type of research?
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distribution research
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(Ch.1)When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance, it is engaged in which type of research?
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promotion research
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(Ch.1)Ensuring that all promotional efforts, such as advertising, public relations, personal selling, and so forth, are coordinated to communicate a consistent image is the basic tenet underlying _____.
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integrated marketing communications
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(Ch.1)When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes, this is an example of which type of research?
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performance-monitoring research
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(Ch.1)When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted, which of the following questions should this manager ask himself or herself?
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all of these choices
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(Ch.1) All of the following are important aspects of the marketing research process EXCEPT:
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making results publicly available
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(Ch.2)When Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart’s inventory on an as-needed basis, this is an example of _____.
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EDI
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(Ch.2)Talbot’s, a women’s clothing retailer, sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season’s clearance sale but was unable to purchase in her size. Talbot’s was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications, which is an example of:
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predictive analytics
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(Ch.2)LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. LEXIS-NEXIS is an example of a:
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data wholesaler
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(Ch.2)Which of the following is a characteristic of valuable information?
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completeness
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(Ch.2)Karl is searching “digital cameras” in Google to learn more about the brands available and prices for each. Karl is performing a(n) _____.
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keyword search
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(Ch.2)Which technology works like a WiFi system communicating with specific devices within a defined space like inside of a retail unit?
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NFC
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(Ch.2)What type of research is being conducted to answer the question: “Can we describe the age, gender, and income of our typical purchaser?”
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descriptive research
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(Ch.2)Which of the following is a process that allows important day-to-day operational data to be stored and organized for simplified access?
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data warehousing
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(Ch.2)When amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site, this is an example of:
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push technology
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(Ch.2)Parties that furnish information on the World Wide Web are called _____.
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content providers
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(Ch.2)Amie has an app on her iPhone that allows her to check in with her friends when she goes out. Her friends see this information on her Facebook page and on their phones. This type of technology is a(n) _____.
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geolocation technology
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(Ch.2)Facts or recorded measures of certain phenomena (things or events) are known as:
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data
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(Ch.2)_____ is the bar-coded information that contains product information that can be read by optical scanners.
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UPC
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(Ch.2)An organization’s mailing list of current customers is an example of _____.
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a database
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(Ch.2)Who can provide data to a decision support system?
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all of these choices
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(Ch.2)One way to address ethical issues related to data technology is by using a(n) _____, which gives consumers access to the information collected from their Web behavior and even provides them an opportunity to edit the information.
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open data partnership
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(Ch.2)The Federal Trade Commission is concerned over consumers’ privacy after learning that behavioral tracking companies can covertly discover and record the websites that consumers visit. This activity is called _____.
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history sniffing
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(Ch.2)Which of the following is an example of behavioral tracking?
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supermarket scanner data
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(Ch.2)Yahoo! and Google are examples of _____.
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search engines
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(Ch.2)Accumulated records resulting form point-of-sale data recordings are known as
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scanner data
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(Ch.2)An organization’s inventory figures are a good example of:
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internal records
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(Ch.2)Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites. Which source of data input does this represent?
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web tracking
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(Ch.2)When an Internet user sets up his computer so that it will send him regular news about his favorite professional football team, this is an example of the application of
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smart agent software
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(Ch.2)CompuStat, which publishes financial data, such as income statements and balance sheets, is an example of which type of database?
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financial database
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(Ch.2)Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made?
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market intelligence
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(Ch.2)Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?
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proprietary marketing research
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(Ch.2)In which type of technology does the consumer request information from a Web page and the browser then determines a response?
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pull technology
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(Ch.2)The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called ____.
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relevance
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(Ch.2)A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n) _____.
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decision support system (DSS)
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(Ch.2)Over the past two years, food prices have been increasing. This is an example of a(n) _____.
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symptom
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(Ch.2)A researcher has assessed the reliability and validity of his data and is comfortable in thinking the data accurately matches reality. Which characteristic of valuable information does this best describe?
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quality
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(Ch.2)Some experts claim that the life cycle of technology products is approximately 18 months, meaning the industry changes that rapidly. This rate of change in environmental and competitive factors is an example of _____.
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market dynamism
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(Ch.2)Merck, a pharmaceutical company, places a tiny chip on drug packaging to track its product from the manufacturing plant to the consumer to ensure the product flows through the proper distribution channel and safety for consumers. The tiny chip is an application of which technology?
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RFID
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(Ch.2)All of the following are functions supported by marketing research EXCEPT _____.
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compliance
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(Ch.2)Harold is conducting marketing research to determine what consumer segment his company should serve with its services. Which function is this marketing research serving?
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foundational
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(Ch.2)Which part of the decision support system addresses exchanges between the firm and its customers?
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customer relationship management (CRM) system
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(Ch.2)Accumulated records resulting form point-of-sale data recordings are known as _____.
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scanner data
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(Ch.2)The type of exchange that occurs when one company’s computer system is integrated with another companys’ system is called _____.
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electronic data interchange (EDI)
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(Ch.2)A Web site address that Web browsers recognize is called a(n) _____.
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URL
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(Ch.2)A(n) _____ searches through the Internet almost instantly looking for content containing specific words.
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keyword search
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(Ch.2)Melanie is using the Internet to gather information designed to detect changes in her company’s external operating environment. What is Melanie performing?
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environmental scanning
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(Ch.2)When you visit Web sites, most likely a small computer file that records your Web usage history is created. This small computer file is called a(n) _____.
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cookie
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(Ch.2)Most companies use a private data network that uses Internet standards and technology but only allows those individuals whom the organization deems as appropriate participants to access data. This is an example of a(n) _____.
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intranet
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(Ch.3)Which aspect of causality deals with the time order of events?
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temporal sequence
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(Ch.3)All of the following are examples of exploratory research techniques EXCEPT _____.
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experimentation
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(Ch.3)Which type of research allows decision makers to make causal inferences?
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causal research
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(Ch.3)Ron has noticed that when the economy is strong, sales at his retail clothing store rise. This is an example of _____.
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concomitant variation
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(Ch.3)When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy’s franchise, this is an example of a(n) _____.
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unobtrusive method
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(Ch.3)What type of research is being conducted to answer the question: “Can we describe the age, gender, and income of our typical purchaser?”
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descriptive research
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(Ch.3)Over the past two years, food prices have been increasing. This is an example of a
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symptom
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(Ch.3)When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a _____.
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research project
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(Ch.3)_____ means that the researcher alters the level of the experimental variable in specific increments.
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manipulation
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(Ch.3)When the data from an empirical study are consistent with a research hypothesis, we say that the hypothesis is _____.
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supported
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(Ch.3)Which type of association is said to occur when any covariation between a cause and effect is indeed due to the cause and not simply due to some other variable?
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nonspurious association
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(Ch.3)Which of the following determines the appropriate analytical technique for data analysis?
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all of these choices
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(Ch.3)Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a _____.
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research program
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(Ch.3)A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n) _____.
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theory
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(Ch.3)What type of research is being conducted to answer the question: “Would this target market be interested in this type of new product?”
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exploratory research
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(Ch.3)All of the following are examples of an observation study EXCEPT ____.
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a consumer responding to a questionnaire about advertising
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(Ch.3)Companies, such as Kraft and Procter & Gamble, invite consumers to discuss ways to make their products better or to share ideas for new products that may be potential business opportunities. What type of marketing research is this?
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exploratory
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(Ch.3)A statement such as: “Consumers with more favorable attitudes toward an advertisement will exhibit more favorable attitudes toward the brand advertised” is an example of a _____.
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hypothesis
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(Ch.3)Which of the following is a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?
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survey
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(Ch.3)____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities.
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exploratory
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(Ch.3)Which of the following should a marketing researcher do in order to infer causality
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all of these choices
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(Ch.3)When a researcher conducts numerous related studies that come together to address multiple, related research objectives, we refer to this as a research _____.
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program
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(Ch.3)The Food and Drug Administration is targeting salt in processed foods as a health hazard, and some experts believe the agency will require food manufacturers to limit the amount of salt in processed foods. However, the reduction will occur in phases, with salt content being reduced in steps so that consumers will be weaned off of salt gradually. Carefully controlled research studies are underway in which the salt levels are varied and consumers’ reactions to the taste are measured. This research is an example of a(n) _____.
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experiment
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(Ch.3)All of the following are stages in the research process EXCEPT _____.
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demonstrating causality
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(Ch.3)Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect?
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experiment
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(Ch.3)Which type of research is being conducted when a researcher conducts an experiment to answer the question, “Will consumers purchase more of our brand if we change the package design?”
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causal research
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(Ch.3)All of the following are types of marketing research EXCEPT
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selective
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(Ch.3)A _____ is a formal statement explaining some outcome.
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hypothesis
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(Ch.3)Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?
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editing the data
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(Ch.3)Which type of marketing research addresses who, what, when, where, why, and how questions?
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descriptive research
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(Ch.3)_____ are observable cues that serve as a signal of a problem because they are caused by that problem
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symptoms
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(Ch.3)An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) _____.
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mystery shopper
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(Ch.3)When a researcher collects data to test the hypothesis that consumers will be more satisfied if a business offers compensation after the consumer complains, we say that _____ testing is being conducted.
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empirical
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(Ch.3)A conclusion that when one thing happens, another specific thing will follow is known as a _____.
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causal inference
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(Ch.3)Which of the following is a method of data collection that is used in surveys?
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all of these choices
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(Ch.5)Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely. Betsy is participating in a
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focus group interview
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(Ch.5)All of the following are situations that often call for qualitative research EXCEPT _____.
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when conclusive evidence is desired
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(Ch.5)Qualitative research is considered to be _____ because the researcher must extract meaning from unstructured responses.
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researcher-dependent
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(Ch.5)_____ is a way of studying culture through methods that involve becoming highly active within that culture.
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ethnography
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(Ch.5)Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?
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laddering
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(Ch.5)All of the following are advantages of semi-structured interviews EXCEPT _____.
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high degree of scrutiny
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(Ch.5)The application of ethnography to comments made in online communities is called __
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netnography
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(Ch.5)Kodetra is interpreting consumers’ blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting?
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qualitative marketing research
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(Ch.5)Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using?
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conversation
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(Ch.5)Which of the following is an advantage of focus group interviews?
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provide multiple perspectives
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(Ch.5)Cindy is an ethnographer who is trying to better understand how mothers take care of toddlers. Being a mother herself, she was able to join a mother’s group and spent considerable time immersed within that culture. From this immersion, she is able to draw data from her observations. Cindy is referred to as a(n) _____.
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participant-observer
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(Ch.5)Ethnography is a qualitative research orientation originating in _____.
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anthropology
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(Ch.5)Which qualitative tool simply records a respondent’s first cognitive reaction (top-of-mind) to some stimulus?
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free-association techniques
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(Ch.5)When a respondent is asked to project her feelings onto a third party (e.g. “your neighbor down the street”), this is called a(n) _____.
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projective technique
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(Ch.5)When consumers in a focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product, this is an example of which of the following?
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concept test
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(Ch.5)In case studies, _____ are identified by the frequency with which the same term (or a synonym) arises in the narrative description.
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themes
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(Ch.5)__________ represent(s) the documented history of a particular person, group, organization, or event.
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case studies
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(Ch.5)Research that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called _____.
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quantitative marketing research
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(Ch.5)Which qualitative research orientation originated in sociology?
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grounded theory
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(Ch.5)A version of the TAT that uses a cartoon drawing in which the respondent suggests a dialog in which the characters might engage is called _____.
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picture frustration
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(Ch.5)In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____.
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piggyback
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(Ch.5)Which of the following is an approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him- or herself?
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hermeneutics
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(Ch.5)Which of the following is a good characteristic for a focus group moderator to possess?
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all of these choices
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(Ch.5)_____ are the researcher’s descriptions of what actually happens in the field and are the text from which meaning is extracted.
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field notes
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(Ch.5)Researcher-dependent results are _____.
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subjective
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(Ch.5)_____ is an interview technique that tries to draw deeper and more elaborate explanations from a respondent.
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probing
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(Ch.5)The person who leads a focus group interview and ensures that everyone gets a chance to speak and facilitates discussion is called a(n) _____.
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moderator
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(Ch.5)The written set of guidelines that describes an outline of topics to be covered by a focus group moderator is called a _____.
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discussion guide
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(Ch.5)What is the distinguishing characteristic of grounded theory?
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It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry.
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(Ch.5)Which qualitative research orientation originated in philosophy and psychology?
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phenomenology
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(Ch.5)Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to describe what was happening in the picture. She was then asked to tell what might happen next. Stephanie was participating in a(n) _____.
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thematic apperception test
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(Ch.5)Which of the following means the same conclusion would be reached based on another researcher’s interpretation of the research?
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replicable
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(Ch.6)Which of the following is FALSE regarding sales forecasting?
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the moving average forecasting is best suited to a dynamic competitive environment.
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(Ch.6)Obtaining secondary data is typically ______ and ______ expensive than obtaining primary data.
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faster; less
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(Ch.6)A(n) _____ is like an Internet search but focuses on data within the organization’s internal network.
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enterprise search
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(Ch.6)Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____.
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neural networks
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(Ch.6)Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data?
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commercial source
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(Ch.6)Facts observed, recorded, and stored by an entity outside of the researcher’s organization are called _____.
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external data
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(Ch.6)The simplest form of secondary-data research is _____.
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fact-finding
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(Ch.6)Sherrie is interested in average monthly sales for smartphones in the United States. She found information on the Internet that gives annual sales, so she took the annual sales and divided it by twelve to get a monthly average. This is an example of _____.
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data transformation
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(Ch.6)When a marketing manager reads publications like The Wall Street Journal and BloombergBusinessweek to try to determine changes in consumer behavior, this is a form of _____,
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environmental scanning
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(Ch.6)________ involves specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations.
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model building
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(Ch.6)When a credit card company uses information about each customer’s age, gender, income, and past credit history to find patterns that make customers a poor credit risk, this is an example of _____.
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customer discovery
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(Ch.6)Every year, Westview Marble goes through the process of estimating sales for the upcoming year by looking at the company’s previous years’ sales and market sales along with economic trends and predictions by experts. This process of predicting sales totals over a specific time period is called ____.
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sales forecasting
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(Ch.6)All of the following are limitations of international secondary data EXCEPT _____.
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data may be too expensive
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(Ch.6)Which of the following data can be purchased from commercial sources?
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all of these choices
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(Ch.6)Lance has noticed that companies that advertise a lot seem to have higher sales than those that do not. His use of secondary data to help specify this relationship is an example of _____.
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model building
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(Ch.6)Secondary data owned and controlled by the organization is referred to as _____.
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proprietary data
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(Ch.6)Pottery Barn is a retail chain of home products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called _____.
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index of retail saturation
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(Ch.6)Which of the following is TRUE regarding U.S. government sources of secondary data?
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Most of the data published by the U.S. federal government can be counted on for accuracy and quality of investigation.
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(Ch.6)The process of predicting sales totals over a specific time period is called _____.
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sales forecasting
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(Ch.6)If the population of a city is 230,000 and its annual per person expenditure on athletic shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in this city, its index of retail saturation is
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159.99
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(Ch.6)Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____.
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data mining
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(Ch.6)Asking a group of households to record their consumption of certain products over a two-year period is an example of _____.
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diary panel data
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(Ch.6)All of the following are common reasons why secondary data do not adequately satisfy research needs EXCEPT _____.
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too expensive
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(Ch.6)A typical objective for secondary-data research design is _____.
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all of these choices
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(Ch.6)Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information?
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neural network
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(Ch.6)Tracking monthly sales trends over the past year is an example of which objective for secondary data analysis?
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fact-finding
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(Ch.6)Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer?
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customer discovery
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(Ch.6)A researcher who is interested in new car sales but who discovers that the secondary data from the U.S. government are in the form of statistics that include both car and light truck sales combined in the data has discovered that the data fail to meet which criterion?
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Are the data in the correct unit of measurement?
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(Ch.6)L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn’t had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____.
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database marketing
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(Ch.6)Kyle is conducting a sales forecast by adding up his company’s sales over the past five years and then dividing that by five (the number of years). The forecasting technique he is using is called _____.
answer

moving average forecasting
question

(Ch.6)When Subway Sandwiches uses secondary data to determine the best location for its franchise outlets, this is an example of _____.
answer

site analysis
question

(Ch.6)A researcher is interested in knowing the median income of residents in the state of Ohio and has found several sources with this information. He is comparing the information from each source to verify the information. This researcher is performing a _____.
answer

cross-check
question

(Ch.6)Secondary data that originate inside the organization are called _____.
answer

internal data

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