Exam 4: Decision Support Systems and Marketing Research

What occurs when a sample,in some ways,is not representative of the target population?

According to your text,what should a true marketing decision support system (DSS)be?

Which of the following best describes nonprobability samples?

A Canadian 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?

What could a bowling alley operator use to determine why customers do not seem to like his bowling alley's new location?

To help understand why attendance at the team's games was so poor,the Toronto Blue Jays used marketing research to gather factual information.The organization used in-game surveys and end-of-season surveys of ticket holders.The gathering of factual statements is an example of marketing research in which of its roles?

What are secondary data? List four major sources of secondary data.Why do most research efforts rely on secondary data and usually collect secondary data before primary data are collected?

Adidas,the athletic shoe manufacturer,wants to collect data on consumer receptivity to its newest product line extension-Adidas perfume,a perfume with a floral scent.The marketing research director has recommended using a mail panel operated by NPD Research.What can Adidas expect from a mail panel?

What do mystery shoppers engage in?

In a survey of consumer buying habits,Visa asked Canadian shoppers,"Do you ever buy holiday gifts for your pets?" What type of question is this?

Loic Bizel has a unique job.His mission is to walk the streets of Japan and locate fads.According to Bizel,"Japan is advanced.What will happen ten years from now is already happening in Japan." What kind of research is Bizel conducting?

Once adequate amounts of data have been collected,the researcher should present the report.

Measurement error occurs when the sample who was actually interviewed differs from the target population.

Representatives of the Alberta Tourism Board visited provincial welcome centres and asked visitors to the province,"What is your reason for coming to Alberta?" What type of question would this be?

The best experiments are conducted when one of the following conditions exist?

Research by Wood Gundy revealed that 72 percent of North American residents are willing to try flavoured colas. -Refer to Wood Gundy.The research also showed which flavours were most desired.Cola producers using this information provided to them by Wood Gundy would be using which type of data?

In which sample is little or no attempt is made to obtain a representative cross-section of the population?

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behaviour.

List in order the seven steps of the marketing research process.

What are primary data? What are three methods that marketing researchers use to gather primary data? What is a piggyback study?