133how can developing a questionnaire be part art and

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133.How can developing a questionnaire be part art and part science?
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134.Writing good, clear survey questions is more difficult than it seems at first. What are the five types of question-writing errors discussed in the text? 135.Why are more and more market researchers using Web surveys? 136.How can a small business do market research on a shoestring budget? 137.What are the most important elements in the presentation of results? 138.Robert was extremely embarrassed. He was giving a presentation on the research findings to the senior executives of the company. The CEO of the company stopped him in the middle of the
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presentation and said, "This is not what I asked for or needed. This meeting is over. Reschedule the meeting when you're prepared." What do you suppose could have gone wrong, and what should Robert do? 139.Marketers often have a huge amount of information about their customers. What ethical issue should marketers include in their decisions regarding how to use this information? 140 . If senior management already has made their decision, should market research be conducted? 141 . If your manager asked you to review invoice data for the last six months to look for any trends or changes, what kind of market research activity would you be engaged in? 142.Chesnee is analyzing census data, looking for geodemographic segments that she can target for her new insurance products. For Chesnee, what are the advantages of using census data?
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143.What is the major advantage of primary data collection, compared to the use of secondary data? 144 . In-depth interviews are expensive and time consuming. Why do market researchers sometimes use in-depth interviews in spite of these disadvantages? 145.T'Lene is putting together a focus group to discuss students' concerns about the business curriculum. What will her focus group include? 146 . What is the difference between data and information?
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147 . Define secondary data and primary data, and list the advantages and disadvantages of the use of both in marketing research. 148 . Define exploratory research and list two examples of exploratory research data collection techniques. 149.When doing market research, it is important to uphold strong business ethics. What are the marketing research guidelines provided by the American Marketing Association?
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Chapter 09 Marketing Research Answer Key True / False Questions 1. (p. 180) One of the benefits of marketing research is it reduces the uncertainty under which managers make decisions. TRUE This is the primary point of marketing research--to provide information on which to base decision making. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research 2. (p. 181) Marketing research should be used only to produce favorable recommendations for senior management to consider.
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