Ch. 8

Question 1

Characteristics of research objectives

Answer 1

• exploratory research: finding out legos are complicated for middle schoolers
• descriptive: interest ing legos in middle school kid vs highschoolers
• casual: putting together legos quickly in order to do tricks and thus child is satisfied

Question 2

Sampling

Answer 2

Asking a group of distributors, customers, or prospects questions

Question 3

Statistical inference

Answer 3

Generalize results from sample to much larger distributors, customers, or prospects to help decide on marketing action.

Question 4

Primary data

-def

Answer 4

Facts and figures that are newly collected for the project

Question 5

Secondary data

Answer 5

Facts and figures already figured out before project

Question 6

Advantages and disadvantages of secondary data

Answer 6

Advan- saves time
Low cost or free

Disadvantages-

• data out of date
• Definitions or categories arent right for project

Question 7

Survey question formats : open ended question

Answer 7

Allows respondents to express opinion, idea, or behaviors without predetermined choices

Question 8

Survey question formats : Close ended questions

Answer 8

Selecting one or more options from predetermined choices

Question 9

Survey question formats : dichotomous questions

Answer 9

Yes or no questions

Question 10

Survey question formats : semantic differential scale

Answer 10

Five point scale in which opposite ends have opposite adjectives

Question 11

Survey question formats : lickhert scale

Answer 11

Indicates scale on which person agrees

Question 12

Market research

Answer 12

Defining a market problem and opportunity, systematically collecting and analyzing info, abd recommending actions