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| most difficult step in marketing research | defining problem
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| comdines natural observation with personal interviews | point-of-sale
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| guides respondents to answer only questions that apply | filter questions
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| encouraging one outcome over another | bias
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| facts or information | data
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| allows customers to choose answers | forced-choice questions
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| the most frequently used method of collecting primary data | survey method
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| visual appearance and design | formatting
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| a controlled zpproach used to test the results of new package designs or new promotions | experimental method
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| a part of the target population | sample
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| 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
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| Trends in food research an development could be a publicationeagerly read by food marketers. therefore it would be a _____ publication | trade
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| Secondary data is easily obtained on the Internet | True
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| The U.S. Bureau of the Census collects the federal census data once every four years. | False
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| Most people are more willing to respond to a personal interview than to a self-administered questionnaire. | True
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| A questionnaire must be clearly written so that all respondents interpret the questions in the same way, thus responding to the questionnaire reliability | True
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| The written questionnaire sent by mail is relatively inexpensive, can reach a large audience, and has a return rate of about 60 percent. | False
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| 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
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| The research method that is best used as a means of gathering information about employees behavior and operations is the ______ method. | observation
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| The _______ method is the research that is used lease often, partly because of the expense it entails. | experimental
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| The ______ method is most frequently used to collect primary data. | survey
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| 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
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| A survey question to which respondents construct their own responses is called a(n) _________ question. | open-ended
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| In creating multiple choice surveys it is important to make the options ________ exclusive and comprehensive. | mutually
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