Research surveys have made a consumers more sympa the

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research surveys have made: A. consumers more sympa the plight of market rese
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B. data mining easier. C. it more difficult for market researchers to gain cooperati D. government regulation of market research more flexible E. ethical market researchers use more devious technique Consumers who have been tricked by scam artists are less likely to trust legitimate market researchers to be what they say they are. AACSB: Ethics Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-05 Examine the circumstances under which collecting information on consumers is ethical. Topic: The Ethics of Using Customer Information 32. (p. 200) The AMA guidelines for marketing research: The AMA guidelines for marketing research contain all of these provisions. AACSB: Ethics Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-05 Examine the circumstances under which collecting information on consumers is ethical. Topic: The Ethics of Using Customer Information 33. (p. 181) The Marketing Research Process follows five steps, and researchers: A. may not al sequence information B. should maintain the integrity of the process by following thoroughly. C. often collect data before defining the research objective D. should be prepared to present the results before compl great deal of pressure to meet a deadline. E. may follow the process by completing all steps at once In some cases, marketing researchers may move back and forth between the steps of the process, perhaps designing follow-on studies based on
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earlier data collection. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process 34. (p. 181) The first question a market researcher should ask when considering a research study is: A. Who will pay for it? B. Will the research be useful? C. When is the due date? D. What sample size will be needed? E. Should we use structured or unstructured questions? If research will not guide or influence decision making, there is little point in conducting the research. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process Step 1--Defining the Objectives and Research Needs 35. (p. 181) Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, the other major question that needs to be addressed before starting the study is: A. How will the results be presented? B. Will observational research be considered intrusive?
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Christopher Reinemann
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