Chapter 1

Question 1

Marketing Research

Answer 1

The organization’s formal communication link with the environment

Question 2

Research Process

Answer 2

A general sequence of steps that can be followed when designing and conducting research

Question 3

Marketing Research Ethics

Answer 3

The principles, values, and standards of conduct followed by marketing researchers

Question 4

Advocacy Research

Answer 4

Research that is conducted to support a position rather than to find the truth about an issue

Question 5

Sugging

Answer 5

Contacting people under the guise of marketing research when the real goal is to sell products or services