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29_jackson
29
| 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 |
Created by:
vhaun
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