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Question
Discuss how businesses analyze marketing performance and the role performance-monitoring research performs in this function.Answer
This answer is hidden. It contains 460 characters.
Related questions
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When the researcher unintentionally provides the subjects with hints about what he wants them to say in the study, this is an example of a(n) _____ characteristic.
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Experimental difference in means between the different levels of any single experimental variable is referred to as a(n) _____ effect.
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If salespeople in a test-market city spend an inordinate amount of time setting up and updating point-of-sale displays in supermarkets, this creates which type of problem?
a. overused test-markets
b. media isolation
c. overattention
d. self-contained trading areas
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Which of the following is a function of time and the naturally occurring events that coincide with growth and experience?
a. history effect
b. testing effect
c. selection effect
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Karen is conducting an experiment examining how different flavors of toothpaste influence subjects' perception of the taste of a juice her company sells. Each subject brushed his or her teeth with one flavor, tasted the juice, indicated how the juice tasted based on several items on a survey, and then ate a cracker. Then the subject brushed his or her teeth with another flavor of toothpaste and tasted the juice, gave their response, and ate a cracker again. They did this with four different flavors of toothpaste. This is an example of which type of experimental design?
a. between-subjects
b. within-subjects
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When an experiment is conducted on the premises of a marketing research organization, this is an example of a _____.
a. static group design
b. laboratory experiment
c. field experiment
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Which type of experimental design allows for an investigation of the interaction of two or more independent variables?
a. basic experimental designs
b. factorial experimental designs
c. hierarchical experimental designs
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Which experimental design involves manipulating a single independent variable to observe its effect on a single dependent variable?
a. primary experimental design
b. basic experimental design
c. factorial experimental design
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If a soft-drink company performs an experiment with a new type of soft drink in which experimental subjects always taste this new product first and then taste a competitor's product second, the study has an error in design termed a(n) _____.
a. history effect
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Demand characteristics, such as subjects' knowledge of the experimental hypotheses, create which type of effect?
a. covariate
b. maturation
c. history
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Which of the following are possible test units in a marketing research study?
a. people
b. sales territories
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d. all of these choices
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A group of subjects to whom no experimental treatment is administered is called a _____ group.
a. control
b. secondary
c. blocking
d. statistical
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The way an experimental variable is manipulated is referred to as an experimental _____.
a. treatment
b. cell
c. confound
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Discuss how marketing researchers apply the scientific method when conducting marketing research.
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Interval scales represent the absolute meaning of the numbers on the scale.
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The most sophisticated form of data analysis for a nominal scale is the average of the scores.
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All measurement, particularly in the social sciences, contains error.
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When empirical evidence from two different cultures suggests that people in one culture act in ways that are similar to people in a different culture, we say that this fact _____ the hypothesis that the two cultures are similar to one another.
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Marketing _____ refer to quantitative ways of monitoring and measuring marketing performance.
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One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future. This is known as ______.
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The _____ orientation recognizes that multiple parties are affected by firm decisions.
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One reason for an organization to hire an outside research supplier is to acquire access to that organization's experience in important types of situations.
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Pilot studies are a formal research method that produce precise results.
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The first stage in the research process is planning a research design.
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Descriptive studies are conducted with a considerable understanding of the situation being studied.
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Think of a marketing activity that can be studied through research and develop one hypothesis. Which type of marketing research is most appropriate for testing your hypothesis? Explain.
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Explain the difference between a research project and a research program.
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Compare and contrast exploratory, descriptive, and causal research. Which approach is the best?
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Checking the data collection forms to correct omissions, illegibly written responses, and the consistency of answers is called ______.
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Any procedure that involves selecting a small number of people who are part of a larger population of people is called ______.