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Marketing Management
Chapter 4
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D) Market segmentation
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E) Marketing planning
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B) quantitative
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C) primary
D) secondary
E) exploratory
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A
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A) Open-end questions
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B) Dichotomous questions
C) Likert scale questions
D) Multiple choice questions
E) Semantic differential questions
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B) semantic differential
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C) multiple choice question
D) Thematic Appreciation Test (TAT)
E) dichotomous question
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question.
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A) semantic differential
B) word association
C) completely unstructured
D) story completion
E) dichotomous
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cost
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B) surveyor skill—who should conduct the
survey
C) sample security—how should the sample
data be protected
D) sampling procedure—how should
respondents be chosen
E) sample supervisor—who leads the
sampling effort
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E) GPS systems
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E
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E) marketing metrics
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marketing activities.
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A) Marketing metrics
B) Marketing-mix models
C) Marketing forecasting
D) Marketing intelligence databases
E) Marketing decision systems
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Researchers should generalize findings from false
focus-group participants to the whole
market.
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true
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