Exam 4: Decision Support Systems and Marketing Research

Which of the following specialize in arranging interviews for data collection on a subcontract basis,and conduct focus groups,mall intercepts,retail audits,and other data-collection services?

As part of your summer intern job,you have been asked to conduct marketing research on a proposed library expansion,but you do not know how the community uses its library resources or which ones it values.You decide to conduct a focus group to develop a better idea of what should be included in a quantitative survey questionnaire.How would you go about setting up and conducting the focus group?

Mel and Mimi is the name of an upscale boutique that has outgrown the building it has been located in for the last two decades.Its owners want to know how its customers will react to a move and if the addition of new product lines will make the new location more attractive to its loyal customers.The store's owners have surveyed several of their customers to gauge their reaction to various potential locations and changes in product lines.The survey results are an example of which type of data?

When assessing the quality of secondary data,which of the following is most important?

What is the term for a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics?

Which of the following is the best example of an effective question on a mail survey?

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.Since the SEMA research was not done specifically for Ford,when Ford used that information,how would it be classified?

Marketing research has three functional roles.What are they?

Researcher Martina Nugh was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Nugh has used a random sampling procedure.

A marketing decision support system is an interactive,flexible computerized information system that bypasses information-processing specialists and gives managers access to useful information from their own desks.

A manufacturer of an all-natural fruit and veggie bar targeted to people who want nutritious snacks has asked for marketing research to explain the reasons for the recent failure of its Apple-Broccoli bar.How is this type of research described?

Stuart Marketing Research was hired by a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.Stuart Marketing Research is gathering information on the way people wrap gifts.The information gathered would be an example of primary data.

Primary data are most often collected from a sample (a subset of a larger population).An important question researchers must ask is,"Must the sample be representative of the population?" The answer to this question leads the researcher to either of two possible types of samples.Name and describe each of the two sampling procedures.Give a specific example of a sample type for each procedure.

A researcher wants to determine what percentage of the population in southern Ontario would use a mass transit system if it were well maintained.He gets telephone books from every city with over 200,000 people in the province and selects the fifteenth name in the middle column on every hundredth page as his sample.Which type of error has he made?

Which of the following is an advantage associated with cyber focus groups?

What is survey research? How does survey research differ from observation research? Name six popular forms of survey research.

The three roles of marketing research are persuasive,reminder,and informative.

Which type of Internet sample would be used by a consumer products company that already has a database from which to select its sample?

To determine how people reacted to the bombing of the World Trade Center,an Internet survey was conducted.Anyone who wanted to express feelings about the event was allowed to participate.Which type of sample did this survey use?

Which of the following statements best describes the preparation and presentation of the market research report?