Question 1

Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?

Accepted Answer

A)   semantic differential
B)   scaled-response question
C)   interval-based question
D)   sampling frame question
E)   bounded-frame question B

Question 2

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem.These data are called _____ data.

Accepted Answer

A)   single-source
B)   secondary
C)   primary
D)   consensual
E)   convenience B

Question 3

_____ is the creation of a large computerized file of customers' and potential customers' names,profiles,and purchase patterns.

Accepted Answer

A)   Electronic targeting
B)   Sampling procedure specification
C)   Database marketing
D)   Competitive data mining
E)   Consumer behavior marketing C

Question 4

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Accepted Answer

A)   telephone interviews
B)   panel surveys
C)   mall intercept interviews
D)   centralized interviews
E)   interactive research

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.

Accepted Answer

A)   scaled-response
B)   Likert scale
C)   open-ended
D)   dichotomous
E)   multiple choice

Question 7

First Southern Community Bank has long tried to differentiate itself as,"your friendly,hometown bank." However,the bank president has been concerned about a number of recent customer service complaints.Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers?

Accepted Answer

A)   employee focus-group interview
B)   mail questionnaire of a sample of current customers
C)   mystery shopper
D)   experiential research
E)   an Internet based community study

Question 8

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

Accepted Answer

A)   Mall intercept interviews
B)   CLT interviews
C)   Mail panel surveys
D)   Executive interviews
E)   Focus groups

Question 9

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

Accepted Answer

The answer of List in order the seven steps of...

Question 10

A retailer of sporting goods equipment is interested in learning what peoples' attitudes,motivations,and feelings are about its product lines.All of the following are potential sources for this information EXCEPT:

Accepted Answer

A)   observation research
B)   mail questionnaire
C)   in-store interview
D)   telephone survey
E)   focus-group interviews

Question 11

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.

Accepted Answer

A)   A secondary data use plan
B)   The research collaborative plan
C)   An autonomous director
D)   The research design
E)   The sampling plan

Question 12

Research done by ShopLocal.com Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose,to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

Accepted Answer

A)   a dual-purpose analysis
B)   a piggyback study
C)   a Siamese twin project
D)   a two-for-one integrative study
E)   dual experimentation

Question 13

The research design specifies:

Accepted Answer

A)   follow-up procedures for the research
B)   the information that will be found
C)   how the final report will be written
D)   how the information gathered will be used to predict external environmental changes
E)   the research questions to be answered

Question 14

Callaway Golf Co.
Callaway Golf Co.has long been a leader in women's golf equipment,but it wanted to expand its lead in this growing sector of the market.While Callaway's technical people knew what could be done with design,they did not know exactly what women wanted in their clubs.Callaway management decided what it needed to do was to bring the technicians and women golfer together.Beginning about three years ago Callaway sent a team of researchers,designers,and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida.In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced,competitive golfers that wanted to own the latest equipment.Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers.Further,Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market.Basically the research team observed the women playing golf and listened to their comments and concerns.The information gathered by this research team was built into every aspect of the design of a new golf club,including the feel of the club,the length of the club shaft and size of the club head,and the weight of the club.When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback.That feedback was then used to refine the club design.This process went on until the women said the new clubs worked.The entire process from original prototype to final product took a little less than one year.
-Refer to Callaway Golf.The Internet would be an excellent means for Callaway Golf to conduct follow-up research because of all the following reasons,EXCEPT:

Accepted Answer

A)   error-free results
B)   reduced costs
C)   personalized questions
D)   improved respondent participation
E)   contact with hard-to-reach groups

Question 15

The office of lieutenant governor was vacated,and a special election was called to fill the office.When the head of the state's Department of Education decided she might run for the office,she was unsure how running for this office could affect her long-term plans for running for the office of U.S.senator.She has hired a research company to obtain survey data from voters in the state.Given that she must make a decision in less than three weeks,the research company should use:

Accepted Answer

A)   a telephone survey
B)   focus group interviews
C)   personal interview surveys
D)   a mail survey
E)   a passive people meter

Question 16

Competitive intelligence allows managers to do all of the following EXCEPT:

Accepted Answer

A)   predict changes in business relationships
B)   forecast a competitor's strategy
C)   become more efficient and effective competitors
D)   guard against threats
E)   eliminate the need for marketing research

Question 17

Low response rate is a problem commonly associated with:

Accepted Answer

A)   exit interviews
B)   executive interviews
C)   mail surveys
D)   mall intercept interviews
E)   in-home interviews

Question 18

Telephone interviews offer:

Accepted Answer

A)   speed in gathering data
B)   a potential for reaching all households
C)   few nonresponses
D)   the ability to collect large amounts of complex data
E)   the lowest-cost method for obtaining data

Question 19

Volkswagen developed an 18-month-long project to gain a better understanding of the American culture so it could develop cars more appealing to this market.The research project was called Moonraker.Moonraker was intended to play a(n)_____ role in Volkswagen's marketing research.

Accepted Answer

A)   diagnostic
B)   descriptive
C)   predictive
D)   heuristical
E)   demonstrative

Question 20

All of the following are types of nonprobabilty samples EXCEPT:

Accepted Answer

A)   systematic sample
B)   quota sample
C)   snowball sample
D)   convenience sample
E)   judgment sample

Exam 9: Decision Support Systems and Marketing Research