FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 7: Decision Support Systems and Marketing Research

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 71

Multiple Choice

Review LaterAdd Note

Review Later

A marketing executive for a company that manufacturers mobile telephones wonders if a new line of phones in bright colours like tangerine and shocking pink will attract current nonusers of her products and cause them to become users.To research this problem,what should she do?

A) Ask the sales force to interview each of their clients to see what their responses to the new colours are.
B) Conduct a focus group and ask users and nonusers what they think about each of the new colours.
C) Conduct an experiment that exposes some nonusers to the old product and others to the new product colours,and measure the difference in responses between the two groups.
D) Conduct in-store personal interviews to ask potential buyers how they will respond to the new colours.

Correct Answer

verified

Show Answer

Question 72

Multiple Choice

Review LaterAdd Note

Review Later

When the marketing researcher for Avon Meadows Travel Agency was putting together its questionnaire for studying the domestic travel market and the travel habits of people who travel at least four times a year,it listed five possible answers for each question and asked the respondent to choose one.What is this an example of?

A) sampling frame questions
B) open-ended questions
C) scaled-response questions
D) closed-ended questions

Correct Answer

verified

Show Answer

Question 73

Essay

Review LaterAdd Note

In contrast to survey research,observation research does not rely on direct interaction with people.Observation research takes three forms.What are these three forms? For each form,give one example of an observation method used.

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem.What are these data called?

What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.

To save money on marketing research,a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of secondary data.

Measurement error occurs when the sample who was actually interviewed differs from the sample drawn and the target population.

What is the creation of a large computerized file of customers' and potential customers' names,profiles,and purchase patterns?

According to marketing research by the Specialty Equipment Market Association (SEMA) ,a growing number of people want to buy compact performance cars and customize them.They want to turn Honda Civics,Acura Integras,and Mitsubishi Eclipses into personalized statements of automotive expression.Eighty-four percent of these people are under 30,and 42 percent are Asian-Canadian.More than 80 percent of them are men.SEMA research shows that a high percentage of this population is interested in finding a domestic car that can be customized.At a recent automotive after-market show,Ford showed three Focus-based concepts to demonstrate its seriousness about reaching this market. -Refer to SEMA.What type of research would have been done if SEMA researchers went to parking lots and counted the number of customized vehicles and noted the different ways they were customized?

What should a true marketing decision support system be?

A private academy for children with learning disabilities has noticed a steadily declining enrollment in spite of the addition of several scholarships.Before conducting any marketing research to explain the decline in enrollment,what will the school's staff need to do?

What is an interactive,flexible information system that enables managers to obtain and manipulate information as they are making decisions?

Fred Farkle,marketing manager at Thebee Industries,was trying to decide whether to collect information via personal interviews,telephone,or snail mail for a project he was working on.In which step of the marketing research process was Fred currently engaged?

A survey by RoperASW asked consumers to state where they were most likely to look for information about a new book.Choices were book club catalogues,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

A bowling alley operator could use which of the following to determine why customers do not seem to like his bowling alley's new location?

Which type of Internet sample would be used by a consumer products company that already has a database from which to select its sample?

Computer-assisted personal interviewing and computer-assisted self-interviewing are two computerized methods for conducting which of the following?

Which of the following is correct when assessing the quality of secondary data?

What are primary data? What are three methods that marketing researchers use to gather primary data? What is a piggyback study?

What can marketing managers use marketing research for?