Completion
Complete each
statement.
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1.
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_________________________ involves the use of powerful computers to “dig
up” data needed for decision making.
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2.
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A(n) ____________________ is a small number representative of the large
group.
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3.
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____________________ customers are repeat customers who are completely loyal to
the company’s products and services.
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4.
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A(n) ______________________________ is determined by dividing the number of
times an ad is clicked on by the number of times an ad is shown.
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5.
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____________________ are surveys of people’s opinions.
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6.
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When information is gathered that is very specifically focused on a single
target market, it is called ______________________________.
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7.
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____________________ research is conducted when a business is unaware of the
exact problem.
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8.
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______________________________ is conducted to gather data and identify
solutions to marketing problems.
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9.
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Internet sites like Google are _________________________ that help users find
relevant web sites.
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10.
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When research is conducted by an independent company and then offered for sale
to everyone in an industry, it is called _________________________.
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11.
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When staff researchers work with external research agencies, they are referred
to as _________________________ researchers.
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12.
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____________________ research is used when the business is aware of the problem
that needs to be solved.
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Essay
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13.
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Explain in detail why defining the problem is critical to the marketing research
process. Give an example of defining the problem for a sports event and another entertainment
event.
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14.
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Some movie theaters charge more for popcorn, soft drinks, and other snacks than
they charge for a movie ticket. Is there a point at which moviegoers will not buy refreshments
because of the price? How can theaters know the price point at which demand is the highest?
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15.
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Why must marketers of sports expand their cultural knowledge of potential new
customers?
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16.
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Explain the goals of sales managers and marketing research managers. Why is
there potential conflict between these two groups?
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Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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17.
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Price points
a. | are bonuses received for purchasing certain products | b. | are the range of
prices charged for a category of merchandise | c. | are used for psychological
pricing | d. | are the lowest prices charged for merchandise |
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18.
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__________ research includes reports of other completed research used to help
define the problem.
a. | Descriptive | c. | Causal | b. | Desk | d. | Exploratory |
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19.
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Ethical research
a. | is frequently used to disguise a sales tactic | b. | is biased
research | c. | respects confidentiality | d. | both a and c |
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20.
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Information gathered through marketing research can be very valuable to
businesses after it is
a. | collected | c. | analyzed | b. | stored | d. | all of the
above |
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21.
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What is the final step for marketing research?
a. | analyze current conditions | b. | implement and evaluate the
results | c. | collect the data | d. | develop the process for data
collection |
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22.
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__________ research is conducted by an independent company and then offered for
sale to everyone in an industry.
a. | Syndicated | c. | Secondary | b. | Primary | d. | Client-side |
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23.
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The first step for marketing research is to
a. | analyze current conditions | c. | discover and define the
problem | b. | collect the data | d. | analyze and report the data |
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24.
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A(n) __________ is a small data file that is placed on the hard drive of a web
site visitor that collects and reports data about the visitor.
a. | spam | c. | sample | b. | cookie | d. | icon |
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25.
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Click-through rate is calculated by
a. | adding the number of times an ad is clicked on to the number of times an ad is
shown | b. | multiplying the number of times an ad is clicked on by the number of times an ad is
shown | c. | dividing the number of times an ad is clicked on by the number of times an ad is
shown | d. | the number of times an ad is shown during an event |
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26.
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Collecting and sorting data
a. | is tedious work | b. | is time consuming | c. | becomes easier using
spreadsheet and database software programs | d. | all of the
above |
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27.
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Decision making for most companies is mainly based on
a. | a combination of gut-feeling, intuition and marketing research | b. | a great amount of
luck | c. | gut feeling only | d. | marketing research
only |
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28.
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__________ are surveys of people’s opinions.
a. | Polls | c. | Cookies | b. | Samples | d. | Tests |
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Short Answer
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29.
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What are the three degrees of research related to problem definition according
to William G. Zikmund?
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30.
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What can research companies do to encourage reluctant consumers to answer
personal questions?
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31.
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What are client-side researchers?
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32.
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Why do companies want to gather information about their customers?
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33.
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Who are engaged customers?
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34.
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List the seven steps for marketing research.
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