Exam 1 Flashcards
The practice of data collection personnel filling out surveys for fake respondents is called
Curbstoning
Which of the following illustrates the abuse of respondents and Marketing Research?
Not providing the promised incentive for completing interviews or questionnaires
_______ is information collected specifically for a current research problem or opportunity
Primary data
Which of the following statements is true about the information research process?
It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision making information
Management decision makers tend to______
Focus on information that allows certainty
Marketing Researchers tend to be
Scientific technical, analytical thinkers, who love to explore new phenomena
A comprehensive examination of available information that is related to the research topic
Literature review
What is a source of internal secondary data?
Sales invoices
The objective of descriptive research is to
Collect information that provides answers to research questions related to current state of things
Which of the following is a disadvantage associated with quantitative survey research designs?
It is difficult to attain in depth data with quantitative survey designs
While giving responses to a survey, the interviewer nodded her head favorably about the issue being discussed. Sensing that the interviewer wanted to hear positive things, the respondent started to distort answers to please the interviewer. This is referred to as:
Interviewer respondent interaction error
What is Marketing Research?
The function that links an organization to its market through the gathering of information
Marketing Research facilitates
The identification and definition of market, driven opportunities in problems, the development and evaluation of marketing actions
What is a syndicated business service?
Services provided by standardized research firms that include Automator develops from a common data, pool or database
What are the three major sources of ethical issues in marketing research?
1) the research information providers
2) the research information users
3) the respondents
