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
It contributes to business success.
What is the most signigicant reason why marketing research is important to businesses?
100
Quantitative
What research option usually answers questions related to "how many"?
100
Descriptive
A business has identified a sample of the population that it plans to survey to determine who is using their
product in a foreign country. What research design should it use?
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?
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
To develop a profile of the typical customer
How could a business use marketing-research data it has gathered about the average age, income, educational
levels, and spending patterns of area consumers?
200
Sales report
What is an example of a secondary source of data that a business can obtain internally?
200
How many people to survey
What question does establishing a sampling plan for a research project answer?
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?
300
Builds strong, loyal customer relationships
How can using a database to track its customers' preferences and buying habits help a business?
300
Less expensive to collect than primary data
What is an advantage of using secondary data in a marketing-research project?
300
Qualitative
What type of research is intended to obtain detailed data about customers' opinions and experiences?
300
Random sampling
The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What
should companies use to reduce the possibility of bias?
300
Can decrease their response rate
How can ill-designed questionnaires affect survey participants?
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
Problems that company decision-makers identify are often just symptoms of larger problems that need to be
researched
Which statement about marketing research problems is true?
400
Experimental
What research approach do businesses often use to test new product ideas?
400
Chance
When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of
sampling error contributed to this finding?
400
Toward the end of the interview
When should researchers ask potentially sensitive questions during an interview?
500
inexpensive.
. One advantage to marketing-information managers of using the Internet to do research and gather data is that
the process is
500
It keeps the business from wasting resources.
What is a benefit of having managers and researchers "on the same page" about the marketing-research
problem?
500
Exploratory
What type of research would a business conduct if it wanted to identify potential issues or opportunities?
500
Simple
A university is considering changes to its business administration degree. To obtain feedback on the idea from
students, the university selects a sample of business majors who are seniors. What type of sampling did the
university use?
500
Likert
Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings: