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share this information due to concerns about their _____, which is a major ethical issue for marketing researchers or
others who are involved in collecting and analyzing consumer information.
a. privacy
b. honesty
c. expenditures
d. social ability
189. How can companies use information technology as a competitive advantage?
190. What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?
191. Compare reliability and validity. Why are they important considerations in marketing research?
192. Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey
has not been well thought out?
193. Why is ethics an important consideration in marketing research?
194. Explain the conditions that would favor an exploratory study over a conclusive study.
195. Why would a personal interview be favored over a mail or telephone survey?
196. Discuss the role of the marketing information system in helping marketing managers make better decisions.
197. Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these
response rates?
198. How does marketing research differ when conducted in other countries?
199. Compare the advantages and disadvantages of the two types of collecting a sample.
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Answer Key
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