To track the number of times the user buys a product
Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?
100
Quantitative
What research option usually answers questions related to "how many"?
100
Mail survey
What is a common method of collecting research data that often involves the use of questionnaires?
100
Balanced
The SBU Company developed a survey in which respondents are provided the same number of favorable and
unfavorable rating options. What type of scale has this survey used?
100
Web presentation combined with a teleconference
Caroline is unable to travel to a client's office but needs to demonstrate product features and be able to answer
questions as they arise. What technology tool would be helpful to her in making a sale?
200
To customize its marketing efforts
How can businesses use computerized databases to sort and organize information about customers' purchases,
brand preferences, and dollar amounts spent?
200
Sales report
What is an example of a secondary source of data that a business can obtain internally?
200
Volume-tracking scanner
What data-collection method can be used to obtain product information during the point-of-purchase process?
200
Semantic differential
What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite
adjectives on each end of the scale?
200
Mapping software
What technology allows the Gateway Insurance Group to match its agents with policyholders by aligning its
agents with market potential?
300
Builds strong, loyal customer relationships
How can using a database to track its customers' preferences and buying habits help a business?
300
Qualitative
What type of research is intended to obtain detailed data about customers' opinions and experiences?
300
Observation
What is the most appropriate data-collection method to use when a business wants to determine how its
employees interact with customers?
300
Can decrease their response rate
How can ill-designed questionnaires affect survey participants?
300
Tying arrangements
What is a sales practice that may be considered illegal?
400
profitability.
When a marketing-information management system compares financial information from one time period with the
financial data from another time period, it provides a picture of the business's
400
Experimental
What research approach do businesses often use to test new product ideas?
400
Customer survey
What is an example of a marketing-research method that is used to collect primary data?
400
Toward the end of the interview
When should researchers ask potentially sensitive questions during an interview?
400
Cooling-off
What type of laws protect consumers from unethical selling practices, such as high-pressure sales techniques?
500
inexpensive
One advantage to marketing-information managers of using the Internet to do research and gather data is that
the process is
500
Exploratory
What type of research would a business conduct if it wanted to identify potential issues or opportunities?
500
Often records a variety of behaviors
Which of the following is a characteristic of unstructured observation:
500
Likert
Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:
500
Exclusive dealing
What is an illegal selling practice that is regulated because it reduces competition?