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The five-step marketing research approac...View Answer
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A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings and recommendations.
E) Take marketing actions.
G) A) and C)
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A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings.
E) Take marketing actions.
G) C) and D)
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A) impersonal data collection methods in strip shopping malls.
B) telephone interviews with consumers about their shopping center habits.
C) scientifically selected individuals from the local community who agree to participate in a research study and are directed to meet at a specific shopping center for the interviews.
D) focus groups located in major shopping centers.
E) personal interviews of consumers visiting shopping centers.
G) D) and E)
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A) is a depository of information on U.S. business, economic, and trade activity collected by the federal government.
B) is to the most direct way to access all government websites.
C) provides up-to-the-minute business news and security prices plus research reports of companies, industries, and countries.
D) is the most popular Internet portal where users can enter keywords for specific searches.
E) accesses information in online databases and an index of blogs by primary topic.
G) B) and D)
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A) semantic differential scale
B) dichotomous question
C) open-ended question
D) Likert scale
E) attitudinal question
G) All of the above
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A) dichotomous
B) open-ended
C) closed-end
D) attitudinal
E) semantic differential
G) B) and D)
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A) limitations of personnel and office space
B) limitations of the strategic thinking and creativity of the firm's advertising agency
C) limitations on the time and money available
D) government regulations and rights to privacy
E) limitations on access to upper and middle management
G) B) and E)
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A) too little money was spent on promotion.
B) it was targeting the wrong target market segments.
C) there was too little similarity between the original book and the screenplay.
D) its original title did not convey the correct message to its prospective audience.
E) too much time elapsed between promotions and its release.
G) D) and E)
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A) portals through keyword searches.
B) internal statistical data.
C) probability sampling data.
D) personal chat rooms.
E) social media such as Facebook.
G) C) and E)
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A) questionnaire data
B) mined data
C) secondary data
D) patented data
E) observational data
G) A) and C)
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A) product, price, place only
B) product, promotion, people only
C) product features only
D) product features and price only
E) product's features, price, or promotion
G) B) and C)
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A) secondary interviews
B) individual interviews
C) intercept interviews
D) observational data collection
E) ethnographic research
G) B) and E)
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A) data.
B) statistics.
C) variables.
D) concepts.
E) constraints.
G) C) and D)
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A) micro market
B) trail market
C) experimental market
D) simulated market
E) test market
G) B) and E)
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A) any information derived from a nonpersonal source.
B) all of the computing resources that collect, store, and analyze the data.
C) any hardware used in collecting information to be used in market research such as scanners, telephones, voting machines, etc.
D) any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services.
E) the inventions or innovations from applied science or engineering research.
G) C) and D)
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A) internal primary data
B) secondary data
C) external primary data
D) primary data
E) internal secondary data
G) A) and C)
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A) suggests that satisfaction with a particular TV show is low.
B) equals one point on a 10-point scale.
C) has limited impact on advertising rates for marketers.
D) equals 1 percent, or 1,160,000 TV households.
E) suggests that a show has very few viewers.
G) A) and B)
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A) Why would you want to shop at a store that carries plus-size clothing?
B) In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C) Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
D) What type of person would shop at Torrid?
E) What is your age? Please write the number in the space: __________
G) B) and E)
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A) Collect relevant information.
B) Develop the research plan.
C) Develop findings.
D) Obtain secondary data.
E) Define the problem.
G) B) and D)
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