Exam 4: Decision Support Systems and Marketing Research

Marketing research is important to management because it helps managers in several ways.Discuss three major benefits of marketing research to managers.

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

List the three types of Internet samples and give a brief definition of each.

Comment on the following statement: "Internet surveys are superior to mail surveys."

Constanza has to interview 20 people who are not part of the college community for her marketing research class project and decides to use her relatives and their neighbours.Which type of sample is she using?

What are the two types of online focus groups?

Xerox was engaged in experiment research when it sent researchers to visit workplaces and watch people while they worked.

Which of the following is a reason that marketing research should NOT be undertake?

How can Internet samples be classified?

What is the most popular method for gathering primary data,in which a researcher interacts with people to obtain facts,opinions,and attitudes?

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

Which of the following gathers its information from one group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and what is subsequently purchased?

According to marketing research conducted 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 of Asian descent.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 aftermarket show,Ford showed three Focus-based concepts to demonstrate its seriousness about reaching this market. -Refer to SEMA.If the result of the SEMA research was an imperfect representation of the overall population,then which type of error would have occurred?

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 review of the current research information represents a study of which type of data?

Which of the following best characterizes in-home personal interviews?

Market research firms,commercial publications,and government data are best used as sources of which of the following?

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

Through marketing research,the Toronto Symphony Orchestra (TSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,which type of marketing research did TSO use?

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference.Which of the following types of questions would best deliver such information?

What is an experiment? What is a characteristic of a good experiment? Why is it impossible to conduct a perfect experiment?