Advanced Marketing Research
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Course Introduction
Advanced Marketing Research delves into sophisticated methodologies and analytical techniques used to gather, interpret, and apply market data to strategic decision-making. The course covers topics including experimental design, multivariate analysis, qualitative research, big data analytics, and emerging digital tools, emphasizing their practical application in solving complex marketing problems. Students will learn to develop research proposals, implement advanced data collection methods, utilize cutting-edge statistical software, and critically evaluate research findings to inform marketing strategies in competitive environments.
Recommended Textbook
Marketing Research Essentials 9th Edition by
Carl McDaniel
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision Making
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Sample Questions
Q1) The planning,collection,analysis of data,and the communication of the results of this analysis to management is called the process of:
A)marketing research.
B)benchmarking.
C)diagnosis.
D)prediction.
E)marketing mix.
Answer: A
Q2) The process of creating,communicating,delivering,and exchanging offerings that have
Value for customers,clients,partners,and society at large is called:
A)marketing.
B)promotion.
C)marketing research.
D)marketing strategy.
E)selective research.
Answer: A
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Page 3
Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Sample Questions
Q1) Which of the following is true regarding using the Internet for marketing research versus more traditional techniques such as telephone?
A)the Internet tends to produce dramatically different results
B)most clients prefer traditional techniques
C)the Internet tends to yield similar research findings compared to traditional techniques
D)research on the Internet tends to be less valid
E)it is more difficult to obtain a large sample in an Internet study
Answer: C
Q2) To make the "right" decisions,management must have untimely decision-making information.
A)True
B)False
Answer: False
Q3) Knowledge of the external marketing environment has more to do with identifying new opportunities than it does with altering the present marketing mix.
A)True
B)False
Answer: False
Page 4
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Sample Questions
Q1) An advertising agency such as Young & Rubicam is an example of what type of marketing research organization?
A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Field service
Answer: B
Q2) When a large packaged goods company,such as PepsiCo,wants to test market a new type of soda,what type of marketing research company is it likely to hire for this project?
A)Custom research
B)Media
C)Online tracking
D)Syndicated service
E)Industrial goods producer
Answer: A
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Page 5
Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) A respondent who participates in several studies each week is known as a(n)________ respondent.
A)inside
B)informed
C)professional
D)ethical
E)all of the above
Q2) Mystery shoppers:
A)develop strategic partnerships.
B)play an important role in the distribution function.
C)develop new product ideas.
D)are heavy users of marketing research.
E)work for franchisors and provide information for franchisees.
Q3) A marketing research supplier that quotes an unrealistically low price for marketing research,only to raise it,is engaging in _______.
A)price skimming
B)price penetration
C)price leadership
D)low-ball pricing
E)none of the above
Page 6
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) When Kellogg's increases its square feet of shelf space for its Corn Flakes in Kansas City supermarkets to determine the impact of this change on unit sales,this is an example of what kind of research design?
A)Experiment
B)Focus group
C)Secondary data analysis
D)Descriptive study
E)Experience survey
Q2) Bank One of Columbus,Ohio is famous in the banking industry for creating new products and services that can be sold to its existing business customers.When UMB Bank in St.Louis studies the products and services offered by Bank One to see which ones would be good products or services to offer to UMB's business customers,this is a form of what type of research?
A)Secondary data analysis
B)Focus group analysis
C)Experiment
D)Experience survey
E)Case analysis
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Chapter 3: A: Problem Definition and the Research Process
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Q1) What is a plan for addressing the research objectives or hypotheses? In essence,the researcher develops a structure or framework to answer a specific research problem/opportunity.
A)Research Design
B)Design Strategy
C)Research Opportunity
D)Strategic Design
Q2) A teen consumer products firm notes that there were 30 million babies born between 1990 and 2002.The firm also recognizes that because of more single parent homes and dual-earner households,these young consumers are making many more purchase decisions.Beginning the process of marketing to that group of young consumers would be an example of which of the following?
A)determining if the information exists
B)using symptoms to clarify a problem
C)recognizing an opportunity
D)stating research objectives
E)none of the above
Q3) Two variables must be correlated in order to be causally related.
A)True
B)False
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Chapter 4: Secondary Data and Databases
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Q1) When computerized software of a company's customers is used to discover "buying patterns of customers" that are hidden in a database,this is known as:
A)a focus group.
B)data mining.
C)an external database.
D)an experiment.
E)a marketing research aggregator.
Q2) What type of computerized system within a company allows the manager of a department to see aggregated customer figures while a worker within that department can use this same system to design reports of interest to that worker?
A)Marketing research aggregator
B)MBO
C)DSS
D)PERT
E)External database
Q3) The issue of consumer privacy is an important aspect of behavioral targeting methods.
A)True
B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) All of the following are advantages of secondary data except:
A)It can help clarify or redefine the problem during the exploratory research process.
B)It may provide a solution to the problem.
C)It may provide primary data research method alternatives.
D)It may provide the necessary background information and build credibility for the research report.
E)All of the above.
Q2) Which of the following is not an advantage of secondary data?
A)Secondary data can help clarify the research problem.
B)Secondary data may provide a solution to the problem.
C)Secondary data may provide the sample frame.
D)All of the above are advantages of secondary data.
Q3) A database could be created easier for a traditional store than for a Web retailer.
A)True
B)False
Q4) Most consumers will never give up personal information to marketers.
A)True
B)False
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Chapter 5: Qualitative Research
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Q1) When an interviewer asks a respondent to state the first word that comes to mind when the interviewer says a possible brand name for a new product,this represents what type of projective test?
A)Cartoon test
B)Third-person technique
C)Word association test
D)Sentence completion test
E)Storytelling
Q2) A one-hour structured interview between an interviewer and an interviewee is called a(n):
A)MBO.
B)IDI.
C)PERT.
D)focus group.
E)survey.
Q3) A typical focus group discussion lasts about 90 minutes.
A)True
B)False
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Chapter 5: A: Qualitative Research
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Q1) A quantitative study often leads to more actionable results than a qualitative one.
A)True
B)False
Q2) Generally,interaction with respondents is more personalized in descriptive studies than in focus groups.
A)True
B)False
Q3) Focus groups are often used in the process of defining and/or refining concepts.
A)True
B)False
Q4) Which of the following is not a client-focused skill needed by a focus group moderator?
A)Understand the client's business.
B)Be responsive and reliable.
C)Provide effective feedback to the client.
D)Have an appreciation for differences in people.
E)All of the above are necessary client-focused skills.
Q5) Why is it so important that there be a good rapport among focus group participants?
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Chapter 6: Traditional Survey Research
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Q1) If a researcher wants to take a random sample of the counties in Missouri,the list of the 114 counties along with their name and ID number is called the _____________ .
A)sampling frame.
B)measurement instrument.
C)sample design.
D)systematic error.
E)nonresponse bias.
Q2) Part of the U.S.Census for 2010 was done by door-to-door interviews.
A)True
B)False
Q3) A published telephone directory for St.Louis is a good place to develop a sampling frame for St.Louis residents.
A)True
B)False
Q4) Ad hoc mail surveys typically have a low rate of nonresponse.
A)True
B)False
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Chapter 6: A: Traditional Survey Research
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Q1) All of the following are factors that determine the selection of a particular survey method except:
A)Sampling precision
B)Specific,chosen respondents
C)Budget
D)Incidence rate
Q2) More people participate in mail surveys than in any other type of traditional survey research.
A)True
B)False
Q3) What are the major factors that determine the selection of a particular survey method?
Q4) At which point do people typically refuse to take a survey?
A)before the survey introduction
B)after the introduction
C)after the warm-up questions
D)once the survey is well underway
E)the rate of refusal is about the same for each of the above
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Chapter 7: Online Marketing Research
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Q1) When Marriott Hotels invites former guests to participate in an Internet panel of its customers,this is an example of:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
Q2) All of the following are advantages of online surveys EXCEPT: A)rapid deployment.
B)lower costs.
C)high response rates.
D)the needed sampling frame may not be available.
E)real-time reporting.
Q3) All of the following are advantages of online focus groups EXCEPT: A)lower costs.
B)loss of nonverbal signals from the respondents.
C)faster turnaround time.
D)the ability of respondents to be separate geographically.
E)travel savings.
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Chapter 7: A: Online Marketing Research
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Q1) Respondent participation is critical to the success of the research process in order to minimize nonresponse bias.
A)True
B)False
Q2) Which of the following are not disadvantages of online focus groups?
A)lessened group dynamics
B)lack of nonverbal inputs
C)less interviewer bias
D)exposure to external stimuli less efficient
E)All are disadvantages of online focus groups.
Q3) In a recent study,which incentive method was most effective at raising response rates for online surveys?
A)entering into a sweepstakes
B)free membership in a research panel
C)small cash payment for each respondent
D)none of the above
Q4) In online surveys,radio buttons are used when a respondent is able to select multiple options.
A)True
B)False
Page 16
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Chapter 8: Primary Data Collection: Observation
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Q1) When a large black cable is laid across a street to count the number of cars that travel along that street in an attempt to use the information to decide whether or not to install a traffic light at the next intersection,this is an example of:
A)human observation.
B)a contrived situation.
C)a closed observation.
D)machine observation.
E)a GSR observation.
Q2) The systematic process of recording behavior without communicating with the people involved is known as:
A)experimental research.
B)focus group research.
C)observation research.
D)exploratory research.
E)descriptive research.
Q3) In observation research,it is ethically permissible to record both the private and public behavior of people.
A)True
B)False
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Chapter 8: A: Primary Data Collection: Observation
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Q1) Which of the following is an example of machine observation?
A)mystery shoppers
B)one-way observation mirrors
C)people meters
D)none of the above
Q2) A researcher who wants to measure emotional reactions to advertisements would be most likely to use which type of observation technique?
A)pupilometer
B)EEG
C)Voice-pitch analysis
D)GSR
E)none of the above
Q3) Which type of research is most closely associated with human observation?
A)qualitative
B)quantitative
C)ethnographic
D)none of the above
Q4) How is online tracking a type of observation research? How can it be of value to the marketing researcher?
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) The key factor in making true experimental designs more valid than pre-experimental designs is randomization of the independent variable.
A)True
B)False
Q2) When Wendy's tracks the profits of its "single hamburger" versus a test market result of a new product (a hot dog)to determine the impact on profits of adding the hot dog to the menu,Wendy's is testing for a(n):
A)quasi-effect.
B)contamination effect.
C)multiple time-series effect.
D)cannibalization rate.
E)one-shot effect.
Q3) Companies frequently attempt to measure the national market share of a new product based on its market share results in a test market study.
A)True
B)False
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Chapter 9: A: Primary Data Collection: Experimentation and Test
Markets
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Q1) __________ refers to the intervention between the beginning and end of an experiment,involving outside variables or events that might change the dependent variable.
A)Maturation
B)History
C)Selection bias
D)Mortality
E)none of the above
Q2) Two variables must be correlated to be causally related.
A)True
B)False
Q3) Suppose a manufacturer wants to determine whether or not changing the packaging of his/her major product will bring about a change in sales.Which type of research will be most appropriate?
A)causal research
B)exploratory research
C)descriptive research
D)qualitative research
E)none of the above
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Chapter 10: The Concept of Measurement
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Q1) The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.
A)reliability
B)concomitant variation
C)operational definition
D)validity
E)content validity
Q2) When Ford Motor Co.classifies its sales prospects for new cars into "likely buyer" or "likely non-buyer," what type of scale is Ford using?
A)Ratio
B)Interval
C)Rank-order
D)Ordinal
E)Nominal
Q3) Any marketing concept (e.g."brand loyalty")has a one best operational definition.
A)True
B)False
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Chapter 10: A: The Concept of Measurement
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Q1) Define Validity.Then provide an example of Face Validity and an example of a question that has a Face Validity problem.Then illustrate a portion of a questionnaire with a Content Validity problem.
Q2) A construct should be measured before it is defined.
A)True
B)False
Q3) ____________________ are/can be a source of measurement differences that produces random or systematic error.
A)Characteristics of individual respondents
B)Short-term personal factors
C)Situational Factors
D)Sampling of items included in the questionnaire
E)All of the above
Q4) Physical characteristics of a respondent such as age,weight,& height are not examples of ratio-scaled variables.
A)True
B)False
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) What type of scale is the following?
How satisfied were you with the service you received yesterday from the flight attendant on your United Airlines flight?
_____ Very satisfied
_____ Somewhat satisfied
_____ Neither satisfied nor dissatisfied
_____ Somewhat dissatisfied
_____ Very dissatisfied
A)Itemized rating scale
B)Stapel scale
C)Likert scale
D)Constant sum scale
E)Semantic differential scale
Q2) A learned predisposition to respond in a consistent manner toward some object or concept,is called a(n):
A)scale.
B)attitude.
C)prejudice.
D)constant sum scale.
E)itemized rating scale.
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) Attitudes are thought to predict behavior only when __________is high.
A)involvement
B)itemized rating
C)scaling
D)none of the above
Q2) Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?
A)Likert
B)constant sum
C)rank order
D)semantic differential
E)none of the above
Q3) Through _____________________,respondents may be asked to explain their reasons for preferring one product or brand over another.
A)Direct questioning
B)Indirect questioning
C)Subsequent questioning
D)Repeated questioning
Q4) List and briefly describe considerations in selecting a scale.
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Chapter 12: Questionnaire Design
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Q1) In a personal interview situation,when the interviewer says: "Tell me more about that," what type of comment is this?
A)Closed-ended
B)Dichotomous
C)Probe
D)Multiple-choice
E)Screener
Q2) Suppose that there is a shopping mall interview situation in which the interviewer wants to find respondents who have been snow skiing in the past year so that she can ask them questions about what type of equipment they prefer.She approaches a shopper,and after introducing herself and explaining the purpose of the study,she asks: "Have you been snow skiing in the past year?" What type of question is this?
A)Multiple-choice
B)Screener
C)Leading
D)Open-ended
E)Probe
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Chapter 12: A: Questionnaire Design
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Q1) In the questionnaire design process,what is the first step?
A)Determine the data-collection method
B)Determine the question response format
C)Decide on question wording
D)Determine the survey objectives,resources,and constraints
Q2) "First National Bank is ..progressive ____|____|____|____|____ backward" is which of the following question formats?
A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of the above
Q3) Which of the following is not specifically part of the questionnaire evaluation process?
A)evaluating questionnaire length
B)the necessity of each of the questions
C)getting approval from a client
D)whether questions are needed to accomplish research objectives
E)All are part of the questionnaire evaluation process.
Q4) What is the make and model of your present car? __________________
26
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Chapter 13: Basic Sampling Issues
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Q1) When a marketing researcher wants to interview teenagers between the ages of 16 -19
About what types of music they prefer,and asks the researchers to go to a shopping mall and ask teenagers if they own at least 100 music CDs in order to select her interview sample,and then asks shoppers who qualify for this screening question to suggest the names of two of their male friends who own at least 100 music CDs to see if they want to participate in the study as well,what type of sampling procedure is being used?
A)Snowball sample
B)Multi-stage area sample
C)Area sample
D)Systematic sample
E)Judgment sample
Q2) Which of the following is the most popular type of cluster sample in marketing research?
A)Convenience sample
B)Simple random sample
C)Multi-stage area sample
D)Systematic sample
E)Area sample
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Chapter 13: A: Basic Sampling Issues
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Q1) What is the most important reason for the growing popularity of nonprobability samples?
A)sampling error can be computed
B)representative of population
C)lower cost than probability samples
D)less nonresponse bias than other types of sampling
Q2) Stratified sampling is a type of probability sampling.
A)True
B)False
Q3) All other things equal,larger samples will have less ___________ than smaller samples.
A)measurement error
B)sampling error
C)time and cost
D)nonsampling error
E)interviewer error
Q4) Developing an appropriate sampling frame is often one of the easiest things that a researcher faces.
A)True
B)False
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Chapter 14: Sample Size Determination
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Q1) The range of values within which the population mean is expected to fall is called the:
A)standard deviation.
B)central limit theorem.
C)confidence interval about the mean.
D)range of scores.
E)standard error of the mean.
Q2) If the sample size is 25 and the standard deviation is 5,what is the standard error of the
Mean?
A)5.0
B)20.0
C)1.0
D)11.17
E)125.0
Q3) The probability of not making a Type II error is called statistical power.
A)True
B)False
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Chapter 14: A: Sample Size Determination
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Q1) Budget is rarely a consideration when determining sample size.
A)True
B)False
Q2) If a researcher takes enough samples,the data will begin to approach a normal distribution.
A)True
B)False
Q3) Higher levels of confidence generally require:
A)larger sample sizes.
B)greater variance.
C)smaller sample sizes.
D)smaller standard deviation.
Q4) A researcher wants to estimate the percentage of all adults that have used the Internet to seek pre-purchase information in the past 30 days,with a tolerable sampling error (E)of 0.03 and a confidence level of 97.5%.If secondary data indicated that 25% of all adults had used the Internet for such a purpose,what is the sample size?
Q5) Population size is the most important determinant of effective sample size.
A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) When the instructions for an interviewer tell the interviewer to go ahead to Question #20
If the respondent answers "No" to Question #16,this is an example of a(n):
A)scan.
B)coding.
C)validation.
D)marginal error.
E)skip pattern.
Q2) Descriptive statistics are the most efficient way to summarize large data sets. A)True
B)False
Q3) During an in-depth personal interview,the interviewer should record the respondent's responses verbatim.
A)True
B)False
Q4) For each cell in a cross-tabulation,there are three percentage figures that can be recorded.
A)True B)False
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) Which of the following is the most flexible type of graph?
A)line chart
B)bar chart
C)pie chart
D)(a)and (b)
E)All are equally flexible.
Q2) Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.
A)True
B)False
Q3) A common way of setting up cross-tabulation is to use columns to represent factors such as demographics and lifestyle characteristics,which are expected to be predictors of the state of mind,behavior,or intentions data,shown as rows of the table.
A)True
B)False
Q4) The first step in the data analysis process is coding.
A)True
B)False
Q5) Illustrate a condition in which a "SKIP PATTERN" is needed.
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) If there are four experimental groups in an ANOVA test,how many degrees of freedom
Are thee in this study?
A)Three
B)Four
C)Five
D)One
E)Two
Q2) Another name for the chi-square test is the test of the ______________ .
A)goodness of fit.
B)two group t-test.
C)one-group t-test.
D)two group Z-test.
E)one-group Z test.
Q3) In statistical testing,Type I errors and Type II errors are complementary.
A)True
B)False
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) Failing to reject the null hypothesis is the same as accepting the null hypothesis.
A)True
B)False
Q2) What is the purpose of statistical inferences?
A)to fully describe the characteristics of the population
B)to make generalizations about population characteristics from sample results
C)to estimate mean,median,mode,variance,and skewness of large sample data
D)to study characteristics of binomial or Poisson random variables
E)all of the above
Q3) If a particular difference is large enough to be unlikely to have occurred because of chance or sampling error,then the difference is statistically significant.
A)True
B)False
Q4) The z-test would be appropriate for testing three or more proportions when the sample size is less than 30.
A)True
B)False
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Chapter 17: Bivariate Correlation and Regression
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Q1) The correlation coefficient is the square root of the coefficient of determination. A)True B)False
Q2) Least-squares regression produces a straight line that "fits" the data in the scatter plot better than any other possible line.
A)True B)False
Q3) If the relationship between a predictor variable and a criterion variable is strong,the predictor variable can be used to estimate the criterion variable using regression analysis.
A)True B)False
Q4) Bivariate correlation can be used to prove that one variable caused the change in another variable.
A)True B)False
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) Interpret the correlation coefficient for the following data: Sales Sales Training Score
45,000 98
34,500 74
23,750 57
51,450 99
41,000 85
The resulting correlation coefficient is +.98 and the probability of insignificance is 3%.
Q2) In bivariate regression,both the independent and dependent variables are measured in the form of nominal and/or ordinal data.
A)True
B)False
Q3) The least squares estimation procedure often results in a perfectly straight line. A)True
B)False
Q4) Bivariate regression looks at the relationship between many variables. A)True B)False
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Chapter 18: Multivariate Data Analysis
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Q1) Which type of multivariate analysis should be used when a researcher wants to estimate
The utility that consumers associate with different product features?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
Q2) The goal of discriminant analysis is to predict a categorical variable.
A)True
B)False
Q3) What type of analysis fits a plane to observations in a multidimensional space?
A)Simple linear regression
B)Multiple regression analysis
C)Multiple discriminant analysis
D)Dummy variable analysis
E)Collinearity analysis
Q4) Regression analysis can be used to prove causation between variables.
A)True
B)False
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Chapter 18: A: Multivariate Data Analysis
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Q1) A dependent variable is coded 1=respondent did purchase and 0=respondent did not purchase.Independent variables include various demographic and lifestyle characteristics of the respondents.The goal of the analysis is to determine how respondents who did purchase are different from respondents who did not purchase.Which of the following procedures goes with the preceding description?
A)multiple discriminant analysis
B)multiple regression analysis
C)cluster analysis
D)perceptual mapping
Q2) Perceptual mapping enables a company to see how its brand compares with others in the minds of consumers.
A)True
B)False
Q3) Which of the following is multiple discriminant analysis most similar to?
A)multiple regression analysis
B)factor analysis
C)conjoint analysis
D)cluster analysis
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Chapter 19: Communicating the Research Results
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Q1) Which of the following dominates the market in terms of creating the format and Preparation of marketing research reports?
A)SPSS
B)Microsoft's Word
C)SAS
D)Microsoft's Excel
E)Microsoft's PowerPoint
Q2) Which component of the research report should state how the research was done and why
It was done in that way?
A)Background
B)Table of contents
C)Appendix
D)Executive summary
E)Methodology
Q3) All research reports should include recommendations from the researcher.
A)True
B)False
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Chapter 19: A: Communicating the Research Results
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Q1) Recommendations are generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives.
A)True
B)False
Q2) The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions,and then using the conclusions to formulate recommendations.
A)True
B)False
Q3) Which part of the research report is a quick reference for finding specific information in the report?
A)Table of Contents
B)Title Page
C)Executive Summary
D)Appendices
Q4) How would you respond to the following statement: "The Executive Summary might be the most important part of the research report."
Q5) Compare and contrast the conclusions and recommendations portions of the research report.
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Chapter 20: Managing Marketing Research
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Q1) What is the general rule for selecting a marketing research supplier?
A)Choose the least expensive supplier and,if the project's needs exceed their abilities,move to the next supplier.
B)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 30% of the supplier's annual revenues.
C)Choose the vendor that has the best reputation.
D)Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 15% of the supplier's annual revenues.
E)There is no general rule.
Q2) Which of the following is not a suggestion given for staff development in a research firm?
A)Foster recognition and accountability.
B)Connect rewards to a business result.
C)Create an environment that encourages perfection.
D)Attract and support people with entrepreneurial attitudes.
E)Provide job autonomy within a certain structure.
Q3) What is a recent trend with regard to outsourcing versus insourcing marketing research services?
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Chapter 20: A: Managing Marketing Research
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Q1) The ability to generate and recognize potentially useful ideas is called:
A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.
Q2) The most important objective of research management is to:
A)clean the data before data entry.
B)write a good research report.
C)ensure the quality of the data produced by the research process.
D)use appropriate statistical techniques.
E)keep the project within budget.
Q3) When a research supplier creates a wholly-owned subsidiary for outsourcing,this is Called:
A)the incidence rate.
B)innovation.
C)outsourcing.
D)captive outsourcing.
E)insourcing.
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Page 42