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Introduction to Marketing Research

Chapter Outline

1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) The Nature of Marketing Research
6) Marketing Research Suppliers and Services
7) Selecting a Research Supplier
8) Careers in Marketing Research ....etc

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multiple choice question marketing research malhotra

1

Quantitative survey research methods:
A) are used to make accurate predictions about relationships between market factors and consumer behaviors.
B) aid in understanding those relationships and differences.
C) assist in verifying and validating existing relationships.
D) focus on standardized raw data useful in researching the how, what, where, who, and when aspects of market factors and conditions.
E) all of the above

2

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Introduction

How many cool movies have you seen where a secret agent drives an exotic car through the mountains without any headlights? Or a low-flying AH-64 Apache pilot who moves in for a kill in pitch blackness? What about the urban legend of the 200-mile per hour (322 kilometres per hour) Lamborghini used from making covert drug runs at night, all the while escaping detection under a blanket of darkness? All of these images stem from the concept of night vision.
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