Abacus Data Research South Dakota Blvd., Englewood Cliffs, 07632 New Jersey

Sam Klein

Corallo Clothing Company

P.O. Box 230

Englewood Cliffs May 20,

19..

Dear Sam,

Thank you for your letter dated May 15. As I said when we met briefly last week, we at ADR would be very pleased to help you with (1) studies on your products and their markets. What I need now is a detailed (2) description of your objectives for this study — a statement of exactly what you need to know. If we set up a (3) study that aims to explain a particular phenomenon, in this case on why you are experiencing a sales fall, we should of course go direct to consumers and ask their opinions. This type of (4) study of what consumers think will be vital. We can do this in three ways:

1. Using (5) groups of typical consumers that we bring together for detailed questioning. The members of the panel need to be (6) typical of the whole (7) mass of jeans buyers.

2. A conventional (8) paper with a lot of questions sent out to consumers. Alone, this is less effective, even if we use a (9) test set of questions to make sure we are asking the right questions. But it is much cheaper.

3. We can use (10) studies of actual sales. But this kind of study is based on figures, rather than on what people say, so it gives only limited information.

A further area to think about is (11) how much consumers actually know about your company and its products. We can carry out some (12) studies into the effects of your advertising.

Please send us any (13) studies you have carried out yourselves, or any (14) studies using published material that you have used in the past. This will help our background investigations.

Looking forward to hearing from you. Yours truly,

Robert R. McCawley Deputy Vice-President

A clothing manufacturer, Corallo, wants to know why its sales of jeans are falling at a rate of 10% a year. They have asked Abacus Data Research (ADR), a market research consultancy, to find out.

Replace each phrase in italic type in ADR's letter with a phrase of similar meaning. Write your answers on the lines below. Choose from the following:

Advertising research Causal research study Consumer awareness Consumer panels Consumer research

In-house research Market research Market research brief Observational research Pilot questionnaire

Population Questionnaire Representative Secondary research

1	8
2	9
3	10
4	11
5	12
6	13
7	14

Topics for Credit (IX semester), Specialist Degree

1. Political and Legal Barriers to World Trade.

2. Protectionist Measures: Tariffs, Quotas, Embargo.

3. The Nature of Money. Functions of Money.

4. The Money Supply.

5. The Structure and Functions of Banks.

6. Banking Career.

7. Banking Operations.

8. Banking System in Ukraine.

9. Banking Environment.

10. The European Bank for Reconstruction and Development.

11. Investment Options.

12. The Accounting Process.

13. Financial Accounting. Management Accounting.

14. The Accounting Equation.

15. Assets, Liabilities, Owners’ Equity.

16. Doing Business in Ukraine.

17. Marketing, The Evolution of Marketing.

18. Analyzing Buying Motives.

19. Major Functions of Marketing.

20. Product Mix and Product Life Cycle.

21. Pricing

22. The Promotional Mix.

23. The Distribution Mix.

24. The Dynamics of World Trade Today.

25. The Balance of Trade and the Balance of Payment.

26. International Business Activity.

27. Fundamentals of Management.

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