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Exam 3: The Marketing Research Process

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Question 1

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Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

A) pretest
B) focus group
C) primary test
D) preliminary study

E) A) and B)
F) All of the above

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Question 2

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Any procedure that involves selecting a small number of people who are part of a larger population of people is called ____________________.

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Question 3

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Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities.What type of marketing research is this?

The purpose of exploratory research is to refine and narrow the scope of the research topic.

What is the last stage of the marketing research process?

Concomitant variation is sufficient evidence to determine causality in experiments.

A directed search of published works (including periodicals and books)that discusses theory and presents empirical results relevant to the topic at hand is called a literature review.

A small-scale exploratory research project that collects data from respondents similar to those that will be used in the full study is called a(n)____________________ study.

Descriptive research often helps describe market segments.

Individuals that pretend to be customers while observing and recording data are called ____________________.

Having an appropriate causal order, or ____________________, is a necessary criterion for causality.

Properly defining a problem can be more difficult than solving it.

In its simplest form, a research hypothesis is a "guess" about the outcome of a research study.

Testing ideas that will assist in implementing marketing strategy is a key way in which _______________ contribute to a firm's decision-making.

Managers at Procter & Gamble view marketing research at a strategic planning level.Therefore, the company conducts numerous related studies that come together to help in their product planning decisions.This is referred to as a:

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n) :

Which term refers to a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?

_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities.

A single study addressing one or a small number of research objectives is called a ____________________.

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"