FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 7: Marketing Research

Show Answer

Share

---

All types

Filters

Study Flashcards

Question 1

True/False

Review LaterAdd Note

Review Later

A telephone survey is a good example of a completely random sample for the entire population.

Correct Answer

verified

Show Answer

Question 2

Multiple Choice

Review LaterAdd Note

Review Later

Marketing research is best defined as:

A) the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.
B) a framework for the day-to-day management and structuring of information gathered by marketers.
C) a continuous gathering of data for an organization to make marketing decisions
D) the collecting of data from secondary sources and internal documents.
E) an intuitive process for making decisions based on personal knowledge and experience.

Correct Answer

verified

A

Question 3

True/False

Review LaterAdd Note

Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

Which of the following is the least flexible survey method?

Experimental research is used to make tentative hypotheses more specific.

Compare the advantages and disadvantages of the two types of collecting a sample.

Why is defining the problem the most important step in marketing research?

Why would a personal interview be favoured over a mail or telephone survey?

The hypothesis being tested determines the general data-gathering approach to use.

The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

Examine the differences between the different ethical marketing codes of practice.

The real value of marketing research to the organization can best be measured by:

Compare the advantages and disadvantages of the two types of collecting a sample.

An overall plan for obtaining the information needed to address a research problem or issue is called the:

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

Explain the conditions that would favour an exploratory study and use an example to show this.

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n) :

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.