In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers. The cloth diaper industry found just the opposite
The point of this example is:
A) research studies are always objective and are conducted to provide the truth
B) when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to "prove" some position or advance some special interest
C) chambers of commerce have always been able to clear up discrepancies between research studies
D) if you are really concerned about the environment, don't wear any type of diaper
E) secondary data be discarded because those collecting it always have a hidden agenda
B
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A ________ is simply a set of names, addresses, and telephone numbers
A) customer database B) customer mailing list C) customer-performance scorecard D) customer profitability analysis E) customer-value hierarchy
Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________
A) user status B) degree of loyalty C) income D) geographic location E) benefit-seeking attitudes
You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research?
A) the local chamber of commerce B) the U.S. Census Bureau C) competitors' Web sites D) online surveys E) the library
Joe's Coffee House Joe's Coffee House has the following information available for the month of July: Sales (2,500 cups) $7,500 Variable costs 3,250 Fixed costs 4,000 Net operating income $ 250 Refer to the Joe's Coffee House information above. All else being equal, if Joe's increases the sales price per unit by 10%, net operating income will:
A) increase by $425. B) increase by $750. C) increase by $75. D) not change.