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Chapter 6 Answer Key

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Research Process
#1 What is market research? is the process of systmatically collecting, recording, analyzing, and presenting data related to market goods and services
#2 What is the first step in the research process? Identify the problem
#3 What is secondary research? is published data that have been collected for some other purpose
#4 Why is secondary before primary research? Secondary data can acutally answer all or part of a research problem or question
#5 What are three types of primary research? experiment, observation, and survey
Collecting Data
#1 What is a census? is a study that counts everyone in the research population
#2 What is a sample? is a number of people who are representative of a study's population
#3 What is one thing that data mining is used to find? Market segmentation
#4 What else must you determine besides the size of the sample? you must decide how to locate those people who are part of your study's population
#5 What is data mining? is a process of collecting data from one or more databases and looking for relationships among the data
Direct Marketing
#1 What does direct marketing involve? marketing activites to sell products directly to customers through the use of a customer database
#2 Name one of the direct marketing activities? Telephone sales, print, television, e-mail, or internet
#3 What is print media? Catalogs or magazines
#4 How is television used for direct marketing? infomercials, HSN channel
#5 What does internet allow you to do? to obtain information without leaving our homes and to purchase merchandise anywhere in the world
Indirect Marketing
#1 What is an indirect channel? the path the product takes using intemediaries or people or services in the middle of a transaction between the producer and consumer
#2 What do agents do? They bring buyers and seller together for a fee
#3 What are wholesalers?
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Grab Bag
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Final Question