CM Marketing Chapter 29

Secondary data is easily obtained on the internet

• True

• False

The US Bureau of the Census collects the federal census data once every year

• True

• False

A questionnaire must be written so that is has validity and reliability.

• True

• False

Most people are more willing to respond to a personal interview then to a questionnaire

• True

• False

The written questionnaire sent by mail is relatively inexpensive, and has a return rate of 90%

• True

• False

Most difficult step in marketing research

• Sample

• Defining the problem

• Point of sale

• Survey Method

Combines natural observation with personal interviews

• Point of sale

• Survey Method

• Filter question

• Formating

guides respondents to answer only questions that apply

• Data

• Question bias

• Formatting

• Filter question

encouraging one outcome over another

• Formatting

• Sample

• Data

• Question bias

a part of the target population

• Forced-choice question

• Formatting

• Sample

• Experimental method