Exam 8: Decision Support Systems and Marketing Research

A promoter wants to know if there is a market for a convention devoted to understanding how the intellectual property of music companies,book publishers,and software development companies will be protected in the future from unauthorized use.What type of survey technique would be most appropriate for gathering this type of primary data?

Soon after the Harriet Tubman Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer hours,attendance decreased.To determine why this decrease in attendance occurred,the museum staff could rely on:

Market research firms,commercial publications,and government data can be used as sources of:

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

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

List five non-computer-based sources of competitive intelligence.

The best experiments are those in which all factors are held constant except the ones deliberately manipulated.

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

What is the chief advantage of primary data?

The most expensive type of survey research is:

A(n)_____ is an interactive,flexible information system that enables managers to obtain and manipulate information as they are making decisions.

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

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

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

_____ function much like bulletin boards and are established to focus on a particular topic.People visit the Web sites to read messages left by others and to respond to others' comments and questions.These messages take the form of threaded discussions.

_____ have essentially the same advantages and disadvantages of in-home interviews.

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

When a manager is faced with alternative solutions to a problem,he or she should NOT instinctively call for marketing research.The first decision to make is whether or not to conduct marketing research at all.Name and briefly discuss two situations in which it is best NOT to conduct marketing research.

A marketing executive for a company that manufacturers mobile telephones wonders if a new line of phones in bright colors like tangerine and shocking pink will attract current nonusers of her products and cause them to become users.To research this problem,she should:

A _____ gathers its information from one group of respondents by continuously monitoring the advertising,promotion,and price they are exposed to and what is subsequently purchased.This creates a huge database of marketing efforts and resultant consumer behavior.