4.12 - 4.15 Marketing

How can ill-designed questionnaires affect survey participants?

Can decrease their response rate

What is an example of a marketing-research method that is used to collect primary data?

Customer Survey

One way a business can help its salespeople demonstrate ethical behavior in selling situations is by

Establishing gift-giving guidelines

How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?

Ethical issues can occur when the reciprocity hurts or eliminates competition

What is the advantage in using personal interviews to collect marketing data?

High Flexibility

Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:

Likert

What is a common method of collecting research data that often involves the use of questionnaires?

Mail Survey

What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?

Semantic Differential

Taking a client golfing is usually acceptable, as long as

The business relationship does not include awarding a contract

The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?

Balanced

What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?

Observation

Which of the following is a characteristic of unstructured observation:

Often records a variety of behaviors

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

Open, friendly, and nonjudgmental

Which situation demonstrates ethical behavior in selling?

Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors

When should researchers ask potentially sensitive questions during an interview?

Toward the end of the interview

Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of

Unethical behavior

Salespeople who moonlight or attend classes on company time are guilty of

Unethical behavior

What data-collection method can be used to obtain product information during the point-of-purchase process?

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