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Exam 8: Marketing Research: From Information to Action

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Question 71

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Explain how nonprobability sampling is different from probability sampling.

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Question 72

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What is the basic difference between primary and secondary data,and what are the advantages and disadvantages of each?

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Question 73

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While a university student,you need to complete a research project on the beverage consumption habits of Canadians.You head into your campus library,where you have special access to research reports compiled by Financial Post,Gartner,and Deloitte.This data is called

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.After defining the problem,its publisher developed a formal research plan,gathered information from teen focus groups,analyzed the findings,and replaced Watch magazine with Fuel for boys and Verve for girls.How would a marketer describe the publisher's action?

"Have you been to a dentist within the past six months? __ Yes __ No?" is an example of which type of question?

The Dairy Farmers of Canada,an association representing dairy producers in the country,wanted to discover why milk consumption was declining in Canada.The marketing manager for this association decided they should first:

List the product or brand "drivers" that influence sales.

Figure: 8-7 -Referring to Figure 8-7,what is represented by the block identified as 'A'?

Briefly explain what a marketing experiment is.Include the definitions of dependent and independent variables and examples of each.

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a _____ question.

An experimenter served identical meals to people at six tables at an elegant restaurant.At each table there was a small lantern with a rheostat.Each table had a different brightness of lighting.There was a direct correlation between the time it took the people to finish their meals and the amount of artificial light from the lantern.The dependent variable in this experiment was:

A survey is conducted by a local clothing retailer to understand the ratio of males versus females in a ten kilometer square around their location,in order to understand which products to carry.This research is referred to as: