MRKT 303 Chapter 9 – Flashcards
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The value of ___________ is that the subject is unaware they are being studied
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exploratory research
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It is data previously collected for any purpose other than the one at hand
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secondary data
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In the context of marketing research projects, the research design specifies:
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how and when data will be gathered
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The main advantage of primary data is that they
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can answer specific research questions that secondary data cannot answer
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In using research to refine and craft a marketing strategy, on which parts of that strategy is research Used for?
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all parts of the strategy
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In the context of marketing research projects, which of the following statements is true of secondary data?
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They suggest research methods needed for solving a problem.
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Which of the following statements is true of conducting internet surveys?
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They can be personalized for greater relevance to each respondent's situation.
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The diagnostic role of marketing research includes
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explaining data
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Gerrard, a manager at Zincod Clothing, organizes a survey to study the quality of the company's products. He instructs the survey team to interview readily accessible customers who visit the outlets during weekdays. In the context of nonprobability samples, Zincod Clothing is most likely using a _____ for its survey.
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convenience sample
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_____ is a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity.
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Observation research
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Which of the following are examples of internal secondary data retail clothing chain?
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accounting information
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The primary reason for using secondary data is to
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save time and money
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_____ is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer.
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Computer-assisted self-interviewing
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The most popular technique for gathering primary data is
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survey research
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Which of the following is a difference between primary data and secondary data?
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Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.
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In the context of sampling procedures, a _____ is a sample in which every element in the population has a known statistical likelihood of being selected.
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probability sample
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