Exam 9: Decision Support Systems and Marketing Research

_____ is the process of planning,collecting,and analyzing data relevant to marketing decision making.The results of this analysis are then communicated to management.

You have been given the task of creating a questionnaire that requires each respondent to 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?

Describe the process of conducting online focus groups.

Marketing research should NOT be undertaken when:

Katelyn is a homeopathic practitioner who wants to determine Internet users' attitudes toward homeopathy.She decides to conduct an online survey to find out.For one week,she invites every fifth person who visits her practice's web site to participate in the survey.Unfortunately,Katelyn has made a _____ error.

Which type of interview question encourages an answer phrased in the respondent's own words?

When assessing the quality of secondary data,it is:

Mystery shoppers engage in a form of:

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.You should use:

Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.For this reason,marketing research should not be undertaken when:

All of the following are types of probability samples EXCEPT:

Managers must combine specific pieces of information needed to identify the marketing research problem.Their _____ is to provide insightful decision-making information.

Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

What is consumer generated media (CGM)? List at least six sources of CGM.

A company wanted to collected data on consumers' perceptions of its new brand.The marketing research director has recommended using a mail panel operated by Synovate.What can the company expect from a mail panel?

According to the text,a true marketing decision support system should be flexible,which means:

What is the marketing research problem? What is the marketing research objective?

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities.The cost of the new amenities will be reflected in higher rates.The university hospital used a random number table to select participants from the list of patients who are currently in the hospital.This is an example of a _____ sample.

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.