The application of the scientific method in searching for truth about marketing phenomena is known as ____________________.
Fill in the blank(s) with correct word
Question 2Because of the size of focus groups, predicting how the marketplace will respond as a function of these groups is a commonly accepted practice in marketing today.
a. True
b. False
Indicate whether the statement is true or false
Question 3The Pearson product-moment correlation coefficient ranges between:
a. zero and +1.0
b. -1.0 and zero
c. -1.0 and +1.0
d. -2.0 and +2.0
Question 4What is the role of store brands?
Question 5A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself or herself?
a. Is the proposed research expenditure minimal?
b. Will the information gained by marketing research be interesting?
c. Will the payoff from the research be worth the dollar expenditures for research?
d. Is the information useful to customers?
Question 6Focus groups are typically used as exploratory techniques, meaning the researcher doesn't quite know yet what questions to put on a survey.
a. True
b. False
Indicate whether the statement is true or false
Question 7The Pearson product-moment correlation requires that the data be measured on at least a ____ scale.
a. nominal
b. interval
c. ordinal
d. non-numeric
Question 8What is a global brand and how are global brands rolled out?
Question 9In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely that research will be undertaken.
a. less risky; less
b. more important; more
c. more important; less
d. less risky; more
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