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Exam 9: Marketing Research

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Question 21

Multiple Choice

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Recently,Google hired a team of economists to study consumers' online search behavior.This type of market research is a form of __________________ research.

A) focus group
B) survey
C) in-depth interview
D) primary data mining
E) observational

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Question 22

Multiple Choice

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Randall wants to do an online survey of college professors about the factors that influence their textbook selection.He would like to use a structured questionnaire but is not sure what responses to include for each question.Randall could use ________________ to help him develop his questionnaire.

A) in-depth interviews
B) experiments
C) surveys
D) observation
E) primary data mining

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Question 23

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The Marketing Research Process follows five steps,and in order to be effective they must be followed in order without omitting any steps.

When a supermarket collects information about individual customers based on information gathered through the use of its loyalty card,and then analyzes the data to look for patterns in purchases,this is known as:

In questionnaire design,a question such as,"Do you like Wendy's hamburgers and fries?" suffers from the problem of a question:

Jalel is marketing manager for moderately well-known rock band.He wants to know more about industry trends including sales by different musical styles,online downloads,and concert attendance.Jalel will most likely use _______________ to gather this type of data.

Once a marketing researcher is ready to move beyond preliminary insights to specific,informed questions,the researcher is ready to conduct:

When doing market research,it is important to uphold strong business ethics.What are the marketing research guidelines provided by the American Marketing Association?

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use ___________________ to gather this type of data.

A restaurant chain is working on improving the quality of its food and service.It recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years,in order to track its progress.What kind of data is the restaurant chain collecting?

Malcolm is the campaign manager for a Congressional candidate.He wants to know how voters in his district feel about recent sexual harassment scandals involving politicians.Malcolm will most likely use _______________ to gather this type of data.

A marketing research project often begins with a review of the relevant _____________ data.

Which of the following data sources would be considered external secondary data?

Data that has been collected prior to the start of the current research project is considered primary data.

Define exploratory research and list two examples of exploratory research data collection techniques.

What are some of the problems with using secondary data?

Walmart is known for its efficient logistical systems.Every time consumers buy something,that purchase is recorded and sent to company headquarters,where it is used to generate re-orders to vendors.In addition,customers' billions of purchases are analyzed using data mining techniques to uncover:

Randall is preparing a market research report based on analysis of recreational users of the Inland Waterway.When preparing the report,Randall will do all of the following EXCEPT:

What kinds of internal information might be of value to a marketing researcher?

Through analysis of sales data,Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas.Price-Cutters was engaged in: