_____ editing rigorously investigates the results of data collection, usually in a centralized office.
a. In-house
b. Primary
c. Secondary
d. Higher-order
Question 2Which of the following marketing goals describes a situation in which target consumers have psychologically committed themselves to trying a firm's brand?
a. brand purchase c. brand liking
b. brand association d. brand trial
Question 3Differentiate between bureaucratic and cultural controls.
Question 4Which qualitative research orientation extracts a theory from whatever emerges from an area of inquiry?
a. phenomenology
b. ethnography
c. grounded theory
d. case study
Question 5In deciding on how many response alternatives to put in a question, the rule of thumb is that the explicit alternatives should contain _______________ percent of the responses.
a. 75 c. 95
b. 85 d. 99
Question 6Josh has conducted six in-depth interviews in one day and goes back to his hotel room and checks the data he collected to ensure they are complete and make sense. Josh is conducting _____.
a. in-house editing
b. coding
c. verification
d. field editing
Question 7Which of the following is a marketing strategy that guides the manager to induce purchase or an overt behavioral response?
a. informative c. habit formation
b. affective d. self-satisfaction
Question 8Describe the different types of centers of excellence.
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