chapter 4

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a _____.

business opportunity

A conclusion that when one thing happens, another specific thing will follow is known as a _____.

causal inference

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of business research is this?

exploratory

Carol was invited to participate in a research study along with ten other employees to discuss their experiences using the company intranet. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?

focus group interview

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n) _____.

mystery shopper

The goals that researchers intend to achieve by conducting research as referred to as _____.

research objectives

All of the following are types of business research EXCEPT _____.

selective

The most common way to generate primary data in business research is by means of _____.

surveys

Over the past five years, home values have been decreasing. This is an example of a(n) _____.

symptom

Observable cues that serve as a signal of a problem because they are caused by that problem are called _____.

symptoms