Generating primary data is generally a ____________ process.
a. Time consuming, inexpensive
b. Quick, expensive
c. Quick, inexpensive
d. Time consuming, expensive
e. None of the choices above are correct
Question 2Sarah would hog the remote control so that she could switch to other channels during the commercial breaks. She was
a. zipping.
b. zapping
c. flipping.
d. zinging.
e. skipping.
Question 3Dunder Miflin paper company already has data within the company that will help it make some routine decisions.
How will the Dunder Miflin marketing research team likely access this data?
a. Conduct primary research.
b. Submit a request for data to the Information Technology department.
c. Use the corporate Decision Support System (DSS).
d. Use Google to search for sources of online data.
e. All of the above.
Question 4The greatest exposure in stores is
a. from eye level to the forehead.
b. surprisingly, down at the ankle level because shoppers most often look down.
c. on the right side of the store.
d. on the left side of the store.
e. from waist level to eye level.
Question 5Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook
page. From this, management realizes some sort of customer satisfaction problem exists, but otherwise knows little
about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort to address the
problem?
a. Secondary research.
b. Exploratory research.
c. Primary research.
d. Product research.
e. Customer research
Question 6Exposure to commercials is greatest when they are placed
a. right in the middle of a commercial break.
b. at the end of the morning or the early afternoon.
c. before 7:00 a.m. or after 10:00 p.m. due to the lack of clutter.
d. at the beginning or end of a commercial break.
e. between 10:00 a.m. and 11:00 a.m. for prime time shows.
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