MRKT 303 Chapter 9 – Flashcards

Unlock all answers in this set

Unlock answers
question
Marketing research deteriorates the quality of decision making
answer
False
question
Secondary data refers to information collected for the first time.
answer
False
question
Which of the following statements is true of nonprobability samples?
answer
In a nonprobability sample, the probability of selection of each sampling unit is not known.
question
is the systematic activities of witnessing and recording the behavioral patterns of people and events.
answer
observation
question
The value of ___________ is that the subject is unaware they are being studied
answer
exploratory research
question
It is data previously collected for any purpose other than the one at hand
answer
secondary data
question
In the context of marketing research projects, the research design specifies:
answer
how and when data will be gathered
question
The main advantage of primary data is that they
answer
can answer specific research questions that secondary data cannot answer
question
In using research to refine and craft a marketing strategy, on which parts of that strategy is research Used for?
answer
all parts of the strategy
question
In the context of marketing research projects, which of the following statements is true of secondary data?
answer
They suggest research methods needed for solving a problem.
question
Which of the following statements is true of conducting internet surveys?
answer
They can be personalized for greater relevance to each respondent's situation.
question
The diagnostic role of marketing research includes
answer
explaining data
question
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.
answer
convenience sample
question
_____ is a research method that relies on people watching people, people watching an activity, machines watching people, and machines watching an activity.
answer
Observation research
question
Which of the following are examples of internal secondary data retail clothing chain?
answer
accounting information
question
The primary reason for using secondary data is to
answer
save time and money
question
_____ 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.
answer
Computer-assisted self-interviewing
question
The most popular technique for gathering primary data is
answer
survey research
question
Which of the following is a difference between primary data and secondary data?
answer
Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.
question
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.
answer
probability sample
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New