Exam 9: Decision Support Systems and Marketing Research

Marketing research has one use for management: It improves the quality of decision making.

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent,the analysis approach he or she would use is:

Which of the following is a major marketing research aggregator?

Competitive intelligence allows managers to predict changes in business relationships,identify marketplace opportunities,and discover new or potential competitors.

The office of lieutenant governor was vacated,and a special election was called to fill the office.When the head of the state's Department of Education decided she might run for the office,she was unsure how running for this office could affect her long-term plans for running for the office of U.S.senator.She has hired a research company to obtain survey data from voters in the state.Given that she must make a decision in less than three weeks,the research company should use:

Telephone interviews offer:

The three roles of marketing research are persuasive,reminder,and informative.

Because online surveys are still in their infancy,there are limited methods of conducting online surveys.

When Eurasia restaurant,serving Eurasian cuisine,first opened along Chicago's Michigan Avenue,its novelty brought many diners.However,it turned off the important business lunch crowd,and sales went into decline.Before conducting any marketing research to explain the declining sales management needs to:

Dr.Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible.She is using a _____ sample.

_____ research depends on watching what people do.

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

In a probability sample,every element in the population has a known statistical likelihood of being selected.

_____ is a scanner-based sales-tracking service for the consumer packaged-goods industry.It tracks retail sales,consumer purchasing information,and promotional activity for all bar-coded products.

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n)_____ question.

The difference between a traditional focus group and an online focus group is that there is no moderator in the online group like there is in a traditional group.

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:

Post Properties is a company that manages apartments in various communities.It is concerned with a glut of apartments in Atlanta,Orlando,and Dallas Its market researcher begins by examining the rental markets in the Southeast,the history of apartment buildings,local economies,competitive rents,and ownership--all information that was on hand and did not require any new research to locate.The market researcher looked at:

A regional supermarket chain gathers monthly information from the same consumers.It continuously monitors the in-store promotions the consumers are exposed to and records their purchases.It uses the mail to send different promotions to different areas,and consumers complete diaries recording grocery purchases in return for a small fee.This is an example of: