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Exam 4: Decision Support Systems and Marketing Research

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Question 51

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What is the difference between primary and secondary data? Name two advantages and two disadvantages of using each type of data.

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Primary data is information collected fo...

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Question 52

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In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." What type of question is this?

A) open ended
B) sampling frame
C) scaled response
D) dichotomous

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Question 53

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Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.In which step of the marketing research project would the Volkswagen engineers (who were raised in the no-nonsense cockpits of German cars) realize the issue was that they were not designing cars for North Americans who use their cars like a second office?

There are five Major League Baseball markets with more than one team.So far this season,the average combined attendance for the Chicago Cubs and the Chicago White Sox ranks the lowest.Before conducting any marketing research to explain low attendance figures,what will the teams need to do?

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

What is scanner-based research? What two companies currently provide most of the scanner data?

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health.A large insurance company is willing to sponsor a meeting of the nation's largest organic growers,pesticide producers,and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy.What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?

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

You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service.You need a sample of at least 300 people who spend at least $100 weekly at the supermarket,and you don't have a lot of money to conduct the research.What should you use?

The only connection between database marketing and decision support systems is that they both operate on computers.

Research by Wood Gundy revealed that 72 percent of North American residents are willing to try flavoured colas. -Refer to Wood Gundy.Since the cola industry is stagnant in most areas of the country,this is important information.What will marketing research on how best to use this information begin with?

Internal company information such as invoices,data from previous marketing research studies,and historical sales data are sources of secondary data.

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format.To determine what changes would be supported by its subscribers and what changes would not be welcomed,what should the publisher engage in?

Several types of analysis are common to marketing research.Noting how many respondents answered a question a certain way,which of the following is the simplest?

There are several marketing research survey techniques available to the marketing researcher.Match the type of survey technique with the research situation by placing the matching letter of the survey technique in the blank provided to the left of the A.telephone interview B.mail survey C.focus group D.in-home (personal) interview E.mall intercept interview F.mail panel G.cyber focus group

Erica Cicarelli is an advertising sales representative for BOB,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.BOB is ranked ninth in the city.Cicarelli believes her station is more likely ranked at least fifth 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 BOB a Radio Station.What is the term for the sampling plan utilized by Cicarelli?

Mail surveys can provide more thoughtful replies than other research methods can,but they often produce low response rates.Why is this an important consideration?

Refer to Sun-Rype Products.What were the focus groups a type of?

Which of the following statements best describes the mall intercept interview?

The marketing research problem is best described by which of the following?