COMM 296- Final Exam Guide - Comprehensive Notes for the exam ( 41 pages long!)

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Published on 29 Mar 2018
School
Department
Course
Professor
UBC
COMM 296
Final EXAM
STUDY GUIDE
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a) Demographic%
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Marketing'Research'
1. The'marketing'research'process'follows'five'steps,'and'researchers'
a) may%not%always%go%through%them%in%the%exact%sequence%if%the%situation%
changes%or%new%information%is%discovered%
b) should'start'to'collect'data'even'before'defining'the'research'objectives'
c) will'jeopardize'the'reliability'of'their'findings'if'they'vary'the'order'of'these'five'
steps'
d) should'maintain'the'integrity'of'the'process'by'following'each'step'sequentially'
and'thoroughly'
'
2. Through'analysis'of'sales'data,'Price‐Cutters'retail'store'found'that'customers'who'
bought'peanut'butter'also'tended'to'buy'bananas.'Price‐Cutters'was'engaged'in'
a) Structured'sampling'
b) Data%mining%
c) Behavioral'analysis'
d) Focus'group'analysis'
'
3. The'number'of'customers'who'discontinue'their'use'of'a'service'divided'by'the'
average'number'of'total'participants'is'called'
a) Cancellation'cost'
b) Customer'retention'rate'
c) Loyalty'attrition'rate'
d) Churn%
'
4. One'of'the'disadvantages'of'secondary'research'is'______,'whereas'one'of'the'
disadvantages'of'primary'research'is'often'________.'
a) Potential%bias;%cost%
b) Sophisticated'training'required'to'obtain'it;'information'not'relevant'to'data'
needs'
c) Time'required'for'collection;'sources'not'original'
d) Cost;'outdated'information'
'
5. Social'media'monitoring,'in‐depth'interviews,'and'focus'groups'are'all'
__________'research'methods'
a) structured'
b) syndicated'
c) quantitative'
d) qualitative%
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