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Question | Answer |
---|---|
most difficult step in marketing research | defining problem |
comdines natural observation with personal interviews | point-of-sale |
guides respondents to answer only questions that apply | filter questions |
encouraging one outcome over another | bias |
facts or information | data |
allows customers to choose answers | forced-choice questions |
the most frequently used method of collecting primary data | survey method |
visual appearance and design | formatting |
a controlled zpproach used to test the results of new package designs or new promotions | experimental method |
a part of the target population | sample |
courteny,a market researcher because the problem is unusual courtney cannot find any relevant information from previous studies and so she will need to gather ___ data | primary |
Trends in food research an development could be a publicationeagerly read by food marketers. therefore it would be a _____ publication | trade |
Secondary data is easily obtained on the Internet | True |
The U.S. Bureau of the Census collects the federal census data once every four years. | False |
Most people are more willing to respond to a personal interview than to a self-administered questionnaire. | True |
A questionnaire must be clearly written so that all respondents interpret the questions in the same way, thus responding to the questionnaire reliability | True |
The written questionnaire sent by mail is relatively inexpensive, can reach a large audience, and has a return rate of about 60 percent. | False |
In marketing research terms, a(n) _____ group is a group of six to ten people who are brought together by researchers to discuss a particular situation or reactions to a product. | focus |
The research method that is best used as a means of gathering information about employees behavior and operations is the ______ method. | observation |
The _______ method is the research that is used lease often, partly because of the expense it entails. | experimental |
The ______ method is most frequently used to collect primary data. | survey |
Unfortunately, the questionnaire measured customers' general feelings about dance more accurately than it measure their feelings about her merchandise. Therefore, the questionnaire had very weak _________. | validity |
A survey question to which respondents construct their own responses is called a(n) _________ question. | open-ended |
In creating multiple choice surveys it is important to make the options ________ exclusive and comprehensive. | mutually |