Exam 9: Decision Support Systems and Marketing Research

In a survey for her marketing class,Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of a _____ error.

Which of the following is a type of probability sample?

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions.What is the most likely reason for using primary data?

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups Community Trust was collecting _____ data.

The first step in the marketing research process is to:

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?

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

In which of the following situations would a marketing researcher be most likely to use executive interviews?

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer,you emphasize the necessity of having a sample that is representative of the population.What type of sample must be used?

The most popular technique for gathering primary data is by observation.

Discuss the advantages of Internet surveys.

Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years.Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four diners.Since management knows this market so well,Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.

The quality of secondary data should never be questioned.

After listening to a group of middle-aged women discuss there biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

Compare and contrast probability samples and nonprobability samples.List the types of samples for each.

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.

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.

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:

Measurement error occurs when a sample somehow does not represent the target population.