EBK MARKETING
9th Edition
ISBN: 8220103613903
Author: Stuart
Publisher: YUZU
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Chapter 4, Problem 10QA
GIGO—garbage in, garbage out—is mentioned in the chapter. What is the significance of this concept to
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- (a) Why might a marketing researcher prefer to use secondary data rather than primary data in a study? (b) Why might the reverse be true?arrow_forwardHow to test a device accuracy and consistency in research?arrow_forwardExamples of Purposive Sampling1. A diaper company intercepts any shopper buying diapersin a supermarket to determine their preference in buyingdiapers. Are the results of these surveys reliable and unbiased?Can we generalize the results for the entire population? 2. PCSO conducts customer satisfaction surveys andinterviews the people lining up to apply for financialassistance. Are the results of these surveys reliable and unbiased?Can we generalize the results for the entire population?arrow_forward
- Explain any six measurements that can be used to generate a marketing objective. Design a marketing objective statement for each measurement.arrow_forwardQ4) Briefly define and discuss the six steps of the marketing research process.arrow_forwardPresent a detailed market research plan on how you would collect secondary data from all the consumers who were affected by the Ford Kuga malfunctioning incidents.arrow_forward
- Describe a marketing research problem in which both survey and observation methods could be used for obtaining the information neededarrow_forwardYou will prepare a marketing research for the potential of new electric-engine car of TOGG in North Cyprus. For your marketing research you will use primary data. Discuss the primary data decisions of research approach, contact method, sampling plan and research instruments you will use in your research with giving the reason why you have chosen this.arrow_forwardFrom a managerial perspective, which is NOT one of the important functions of marketing research: Causal Function Predictive Function Diagnostic Function Descriptive Function Creative Functionarrow_forward
- 40 Select ALL the tools that are used when conducting an industry analysis. SWOT Analysis Porter's 5 Forces PESTEL Analysis Scenario Analysisarrow_forwardhow are the terms generalization and observation related ?arrow_forwardWhat are the differences between primary data, secondary data, and marketing intelligence? ** Answer this question with only 1 reference.arrow_forward
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