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Terms in this set (15)
John works for a consumer products company. His job is to collect, interpret and report information that will help his company develop new products. His work involves?
Which step in the marketing research process includes setting specific, measurable research objectives?
To find out what scent consumers prefer for a new floor cleaner, the researcher conducts a focus group and exposes the participants to several scents, asking them which one they would buy. Select the type of research being conducted?
Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior, and the motivations behind behavior?
The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state Department of Education decided she might run for the office, she was unsure how running for this office could affect her long term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use?
a telephone survey
All of the following are reasons qualitative data analysis can be challenging and misleading EXCEPT?
close-ended questions can include subtleties that a marketer might miss.
Which of the following is the BEST example of an effective question on a mail survey?
Have you ever put food out for wild birds?
In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of fitness centers. This type of research is considered ________ data?
Which of the following would be considered secondary data for research on how to improve the sales of an existing product?
data from the census bureau website
According to the text, the marketing research report should allow the marketing manager to?
solve the marketing problem
GM wanted to know what features were used the most in their new cars, so they invited 10 people who owned GM cars to sit in a room with a moderator and answer questions. This is an example of?
a focus group
Quota sampling is a type of ________ sampling?
Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health. A large insurance company is willing to sponsor a meeting of the nation largest organic growers, pesticide producers, and retailers of organic foods if there is an interest in a cooperative effort to improve customers perception of eating healthy. What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?
The most expensive type of survey research is _____?
What type of sampling occurs when every person in the target population has a chance of being selected, and the probability of each person being selected is known?
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