Chapter 3 Multiple choice questions

Chapter 3 Multiple choice questions

Quiz Content

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. Marketing research:

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. A more comprehensive set of data than that traditionally used to provide marketing information and customer insights is referred to as:_______________

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. A marketing research firm contracts with clients to conduct a complete marketing research project from data collection, analysis, and reporting. It is a__________ firm.

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. Marketers usually decide whether to conduct marketing research study internally or through an outside organization based on certain criteria. Which of the following criterion is not used?

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. Market testing studies use __________ to carry out controlled experiments in specific country regions, where specific adverts can be shown, before exposing the 'new feature' (offering, campaign, distribution, etc.) to a full national or even international launch.

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. Once the agency has discussed the brief with the client, the agency provides a detailed outline of how they intend to investigate the problem. This document is called the ____________:

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. Second-hand data, collected for someone else's purposes, is known as____________:

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. When little is known about the problem, research seeking to discover the cause of a problem by discussing the problem with informed sources and examining pre-existing data is undertaken. This type of research is:

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. Which of the following is not one of the categories of research design?

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. Which technique is used to collect data that has been previously collected for a purpose other than the current research situation?

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. In conducting international market research, there are three types of equivalence. Which of the following is NOT one of the equivalences?

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. Information collected for the first time specifically for a marketing research study is called:

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. Secondary data has two important advantages over primary data. It is:

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. Primary data are:

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. ______________ is used to determine whether one variable causes an effect in another variable. In order to determine causality experimental or longitudinal studies are needed.

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. A probability sample constructed so that randomly selected sub-samples of different groups are represented in the total sample is called a:

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. Types of non-random samples include:

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. What is the term used to describe how consistent or stable the ratings generated by a scale are?

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. When the analyst reads the data from a critical perspective to determine whether or not this fits with their expectations, this constitutes what is termed a:

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. Which type of research methods are designed to elicit responses to predetermined, standardized questions from many respondents?

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