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Exam 10: Marketing Research in the Era of Big Data

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Question 41

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What are the challenges associated with conducting marketing research in global markets?

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Although marketing researchers follow th...

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Question 42

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The number of "hits" for a web page represents the number of times a visitor accesses the page.

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Question 43

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Which of the following can be regarded as external data?

The use of big data has created new companies called data brokers that _____.

You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S.economy. ​ ​ Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?​

​You've noticed a decline in seafood orders at your restaurant,but you're unsure what is causing the problem.So you've begun to talk with customers,monitor the restaurant's Facebook page,and interview seafood suppliers.You are engaged in:

What is the significance of marketing research to businesses? What are the stages involved in the marketing research process?

A(n) _____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market,consumer behavior,sales forecasts,competitors' actions,and environmental changes.

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Marketers can gain valuable insights by examining the dissatisfaction of the customers that leads to abandoning certain products for those offered by competitors.

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?

Entertainment Research Group specializes in rating movie theaters using input from moviegoers.Entertainment Research Group is an example of a:

Which of the following terms refers to the process of collecting and using information for marketing decision making?

A sampling method that involves first selecting a sample of subgroups from the population and then drawing a sample from each group so that the final sample represents the diversity of the population is called a _______ sample.​

Describe the three principal methods used by researchers to collect primary data.

Interpretive research focuses on understanding the meaning of a product in a consumer's everyday life.

Match each item with the correct statement below. -A(n) _____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of an other group that did not receive the experimental manipulations.

Which of the following is true of secondary data used in marketing research?

The symptoms of a problem merely alert the marketer that a problem exists.

Kelsey has to design a research study to assess the impact of the Internet and mobile applications on work efficiency among all employees of her company.This study will help Kelsey's marketing team decide whether to promote new work tools via mobile applications.She uses a simple random sampling technique to identify her research participants.Kelsey uses a computer software program to randomize the names of the 500 employees of the company and selects 300 to participate in the study.Over the course of one month,study participants are asked to complete a concise questionnaire with five questions followed by a personal interview with a company executive. Which of the following is a drawback of this research design? ​