In 2005, a new federal law allowed consumers once-a-year free access to their credit reports. Many consumers who accessed their credit reports were surprised by the amount of information collected. What can marketers and marketing researchers do to minimize consumers' privacy fears?
What will be an ideal response?
Marketers can minimize these fears by respecting and protecting consumers' right to privacy. They must be vigilant to avoid abusing their access to data. Marketing research should be used only to produce unbiased, factual information, and companies must adhere to legal requirements to disclose their privacy practices to customers on an annual basis.
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If two secondary sources of information report different information for what appears to be the same entity, a researcher should avoid using either information source at all costs
Indicate whether the statement is true or false
Which of the following was NOT discussed as a way that "Online data collection has profoundly changed the marketing research landscape, particularly in the case of online panels"?
A) Company managers can retrieve tabulated customer reactions on a daily basis. B) Online surveys are generally believed to effect response quality equal to telephone or mail surveys. C) Because the researcher can monitor the progress of the online survey on a continual basis, it is possible to spot problems with the survey and to make adjustments to correct these problems. D) The speed, convenience, and flexibility of online surveys make them very attractive. E) Online questionnaires afford a great deal of control to marketing researchers, normally with the survey being self-administered.
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What will be an ideal response?
The final step in the decision-making process is to ________.
A. determine the criteria for the next decision B. analyze the process of allocating weights to the decision criteria C. evaluate the outcome of the decision D. implement the chosen alternative