Exam 4: Decision Support Systems and Marketing Research

What is characterized by the researcher's altering one or more variables-such as price or package design-while observing the effects of those alterations on another variable (usually sales)?

Government agencies,periodicals,and trade shows are good sources of competitive intelligence.

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.Which of the following is a way of gathering primary data?

The owner of a chain of Mexican restaurants wanted to know how his employees interacted with restaurant patrons.Which of the following research methods is most appropriate for learning this information?

Managers must combine specific pieces of information needed to identify the marketing research problem.To provide insightful decision-making information best describes which of the following?.

What is competitive intelligence? How is it used? Provide an example.

Which of the following best describes what telephone interviews can offer?

Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market.The research project was called Moonraker.Which type of role was Moonraker intended to play in Volkswagen's marketing research?

Many people were surveyed about whether they would buy tickets to support the new arena football team.The manager of the team worried that many people may have overstated their intentions and would not actually attend the games.The owner was concerned about the potential for what kind of sampling error?

Any time a sample is used in marketing research,there will be two major types of errors,measurement error and sampling error.Briefly describe these two sources of error.Then name and define one other possible source of error.

You need to collect information quickly using a complex questionnaire that probes for feelings behind why people purchase your products.You also want each interviewer to conduct the survey in the same manner.Fortunately,you have access to a computerized questioning system.Which of the following is your best option?

Five hundred women were surveyed about their feelings about female physicians.The majority responded that they felt more relaxed with a female physician.Because it used local hospital patients as survey participants,which type of sample was the survey an example of?

What is the term for information collected for the first time for the purpose of solving a particular problem under investigation?

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

Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.Which of the following is a reason that marketing research should NOT be undertaken?

Which of the following have essentially the same advantages and disadvantages as in-home interviews?

Erica Cicarelli is an advertising sales representative for BOB,a radio station that has a play list limited to recordings from the 1980s.Cicarelli believes the listener ratings of her station provided by a marketing research company are inaccurate.BOB is ranked ninth in the city.Cicarelli believes her station is more likely ranked at least fifth and possibly higher with young professional listeners.Listener rankings determine the rates Cicarelli can charge for advertising time.Cicarelli decided her station needed to conduct its own ratings study to determine the size of the audience and a profile of current listeners.First,Cicarelli reviewed all data from the current ratings providers to see if she could find any trends in listenership.Next,she completed a background investigation of her station,competitive stations,and the market to determine what the ratings problem may be. Cicarelli then prepared a questionnaire for current and potential listeners.The questionnaire contained a long list of yes/no questions on whether the respondent listens to a specific station.The data were collected via telephone with 1,000 radio listeners using random-digit dialling.Cicarelli chose telephone interviewing because previous research has shown that nearly 100 percent of radio listeners have telephones,and it is faster than mail surveys. -Refer to BOB a Radio Station.Cicarelli's research design involves using a questionnaire via telephone.This method best represents which type of research?

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

Which of the following statements explains the success of Internet marketing research?

Which of the following is a company that acquires,catalogues,reformats,segments,and resells reports already published by marketing research firms?