Exam 4: Decision Support Systems and Marketing Research

A marketing researcher has many options when designing a questionnaire.However,some questions are better than others for obtaining specific types of responses.Match each survey question example with its most precise definition by placing the matching letter in the blank to the left of the example.Each letter is used only once. A.open-ended question B.closed-ended dichotomous question C.closed-ended multiple-choice question D.scaled-response question E.ambiguous question F.two questions in one G.biased and/or leading question

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefers something sweet for breakfast like a doughnut or a granola bar,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

When marketing researchers for Mars Candy wanted to know whether consumers would recommend a new sugar-free chocolate to friends,they used a question with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one.This is an example of which of the following type of question?

Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.

Among the advantages claimed for online focus groups are speed,cost-effectiveness,broad geographic scope,accessibility,and honesty.

Which of the following is an advantage associated with the use of Internet surveys?

Which type of error occurs because the selected sample is an imperfect representation of the overall population?

Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More supermarkets have installed an electronic marketing system in their stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's cheque-cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases.As with most customer databases,demographic information is gathered for subsequent offers to frequent-shopper club members,and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases.Generally,marketing to these consumers achieves better results than free-standing insert (FSI)coupons and flyers. -Refer to Sav-More Supermarkets.Sav-More management is continually provided with information to make better marketing decisions.These data are easily accessed and manipulated.What is the term for this type of system?

In a survey about new washing machine features,survey respondents were asked,"How often do you wash clothes? Check one: once a month,twice a month,every week,twice a week,more than twice a week." This is an example of which type of question?

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.Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.

Which type of research depends on watching what people do?

A small confectionary company has noticed a 20 percent decrease in the sale of its milk chocolate over the last three years.The company's owner wants to determine why the decline has occurred and how to reverse the trend.Once the owner has identified the problem as a consumer perception that dark chocolate provides more health benefits,what should its next step in the marketing research process be?

What is marketing research? Name and briefly describe the three functional roles of marketing research.

In contrast to marketing research problems,management decision problems are best described as which of the following?

IRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drugstores,allowing IRI to electronically track each household's purchasing over time.This product is identified as which of the following?

What is the chief advantage of primary data?

Delia Johnson is the buyer for a large Christian bookstore.She is interested in learning more about the needs of people who are believers in Christ but who do not participate in organized religion.Johnson has decided to survey the people at her church for information.Which type of sample is Johnson gathering?

When the Bombay Company,a retailer of upscale furnishings,first opened its e-commerce site,it drew a number of lookers but few buyers.The company's recognition that a problem existed with its website is the first step in the marketing research process.

Which of the following permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data?

A random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample.