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Exam 7: Decision Support Systems and Marketing Research

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Question 1

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According to the text,which of the following statements about preparing and presenting the market research report is true?

A) Put the report in a language that the presenter is comfortable using.
B) The report should begin with a clear,concise statement of the research project's objectives.
C) Rely on hunches or managerial intuition instead of costly research for data analysis.
D) Never present the report orally.

E) C) and D)
F) B) and D)

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Question 2

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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?

A) in-home interviews
B) executive interviews
C) cyber focus groups
D) CLT interviews

E) None of the above
F) A) and B)

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Question 3

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What is one type of sampling error,which is created when the sample actually interviewed differs from the sample drawn?

Cawfee Café has successfully operated 7 restaurants in the same community for 20 years.Management plans to introduce an egg-and-cheese breakfast burger to three restaurants after having success with this product in its other four diners.Cawfee Café doesn't need to conduct research before introducing the new product to its remaining restaurants.

What entails planning,collecting,and analyzing data relevant to marketing decision making,the communication of the results of this analysis to management,and the addressing of "what if" questions?

Generally speaking,the digital divide is defined as the gap between those people who have computers and computer skills and those who do not.For companies considering marketing on the Internet,the digital divide measures the percentage of a segment using the Internet.Forrester Research wanted to see if the digital divide was as wide as some experts thought.According to research conducted by Forrester,in Canada 43 percent of white households ,33 percent of African American households,47 percent of South Asian households,and 69 percent of Chinese households are on the Internet.This information becomes more interesting when Statistics Canada data are used that show that only 2 percent of the total population in Canada is Chinese. -Refer to Digital Divide.A retailer that used the Forrester Research to target its Internet retailing website to select an ethnic group for target marketing would be using what type of sample?

If the sampling error cannot be calculated because of the method used to collect the sample,the market researcher has used which of the following?

Researcher Susan Brandon was interested in how the human resources department at her company might better address some of the issues facing its employees.To collect data on this issue,she interviewed the employees in her department.Brandon has used a random sampling procedure.

What is information that is collected for the first time for the purpose of solving a particular problem under investigation?

What is the first step in the marketing research process?

Which of the following BEST describes the marketing research problem?

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer,you emphasize the necessity of having a sample that is representative of the population.What type of sample must be used?

Government agencies,newspapers,and trade shows are good sources of competitive intelligence.

Sundeep Thind would be engaged in observation research if she asked people in a discount store to show her what they had purchased.

Mystery shoppers engage in a form of which of the following?

What is the chief advantage of primary data?

Suppose the Canadian Red Cross sent out a questionnaire that included the question,"Why are so many people reluctant to donate blood?" What would this be an example of?

In which of the following situations would a marketing researcher be most likely to use executive interviews?

Erica Cicarelli is an advertising sales representative for CHEZ,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.CHEZ is ranked 25th in the city.Cicarelli believes her station is more likely ranked at least 10th 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 CHEZ.What type of sampling plan is Cicarelli using?

What is a specially designed phone room used to conduct telephone interviewing?