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Exam 3: The Marketing Research Process

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Question 21

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The research process ends by _______________ from the data analysis.

A) developing a hypothesis
B) coding the data
C) developing the next study
D) drawing conclusions

E) B) and C)
F) A) and C)

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Question 22

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The initial stages of a research study that are intended to clarify the nature of the research problem are called ____________________ research.

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Question 23

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What is the first stage of the marketing research process?

List the major stages in the research process.

All of the following are examples of exploratory research techniques EXCEPT:

A plan that specifies the methods and procedures that will be used for collecting and analyzing data in a research study is called a ____________________.

Checking the data collection forms to correct omissions, illegibly written responses, and the consistency of answers is called ____________________.

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products.The group was asked to discuss their experiences and were encouraged to feed on each other's comments.What is this type of study called?

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.

Coding is the application of reasoning to understand the data that have been gathered.

Janna discovers a market segment that is underserved by competitors' products.For Janna's company, this segment represents a:

There are three possible outcomes when testing a hypothesis in empirical testing.

An experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect.

_____ is one of three criteria for causality and means any covariation between a cause and an effect is true.

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification.What is Evan doing?

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) :

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

Data gathering is the process of providing information to consumers for collection.

Conditional causality means that a cause is necessary but not sufficient to bring about the effect.

A research proposal is an oral presentation to employees of the research design emphasizing what the research will accomplish