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Concept Checks
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1

What is marketing research?
 
2

How does data mining differ from traditional marketing research?
 
3

What is the difference between exploratory, descriptive, and causal research?
 
4

What is the difference between the "top-down" and buildup approaches to forecasting sales?
 
5

What are reliability and validity?
 
6

How do you make a lost-horse forecast?
 
7

What are the four basic stages in the marketing research process?
 
8

What is linear and trend extrapolation?
 
9

What is secondary data?
 
10

What are focus groups?
 
11

What is a survey?
 
12

Which research method offers the potential for establishing cause-and-effect relationship?
 
13

What is sampling?
 





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