Which of the following is true of marketing research?
a.
Marketing research can take place in a void.
b.
Marketing research is the link between marketer and market without which marketing cannot function.
c.
Marketing research highlights the roles of bias, emotions, and subjective judgment.
d.
Marketing research can take place even without a business purpose.
Answer: B
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Strategic Planning
- Delphi studies:
- To enrich information obtained from factual data, corporations resort to the use of creative and highly qualitative data-gathering methods. Which of the following methods would allow this?
- Translation-re translation approach is _____.
- In the _____, a researcher formulates the questions, has them translated into the language of the country under investigation, and subsequently has a second translator return the foreign text to the researcher's native language.
- ____ requires categories used in questionnaires to be comparatively structured.
- In a developed country, a white-collar worker may be part of the middle class, whereas in a less-developed country, the same person would be part of the upper class. This example underscores the importance of _____ while deciding on survey question formats.
- In some cultures, certain questions are asked directly to respondents while in others, the same questions are thought to be rude and insulting. This is because of:
- Which of the following is true about unstructured questions?
- Which of the following is true about structured questions?
- Surveys are usually conducted _____.
- When quantitative data are desired, _____ are appropriate research instruments.
- The intent of gathering qualitative data is to:
- Which of the following research instruments is used for gathering qualitative data in marketing research?
- Which of the following research techniques is most valuable for the researcher who is totally unfamiliar with a market or market situation, and can be quickly achieved through participation in a trade mission?
- _____ can be helpful in providing information about perceptions, emotions, and other nonovert factors.
- Outside research is appropriate:
- In the _____ approach, the headquarters establishes the broad thrust of research activities and delegates further design and implementation to the specific countries. The research is then carried out locally, and only a final report is provided to headquarters.
- Which of the following approaches uses an intermediary such as an outside research agency to bring headquarters and country operations together?
- Which of the following questions will require the use of primary research?
- Firms are increasingly recognizing that ____ variables, such as lifestyles, attitudes, or personality, can play a major role in identifying similar consumer groups in different countries.
- Which of the following is true about primary research?
- The level of computerization of a society can estimate the future need for software. In this statement, the level of computerization of a society is a:
- Which of the following is a drawback associated with electronic information services?
- Why is information provided by trade associations often quite general in nature?
- Which of the following is true about trade associations?