Exam 9: Decision Support Systems and Marketing Research

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.

University Research Study A regional state university is experiencing declining enrollments.The administration is concerned with this situation and has asked a marketing research class to conduct a research study and make recommendations.One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program.They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. -Refer to University Research Study.If the students analyze census data to determine demographic trends in the primary market area for the university,they are using _____ data.

The first step in the marketing research process is to:

A true marketing decision support system is interactive,flexible,discovery oriented,and accessible.

_____ research is the study of human behavior in its natural context,involving observation of behavior and physical setting.

Discuss the advantages of Internet surveys.

Levi Strauss recently introduced its new Totally Slimming jeans.The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles.Instead,they wanted jeans that were comfortable while covering up problem areas and that showed off their figures.Levi's used this _____ data as the basis for designing this new line of jeans.

A _____ specializes in interviewing respondents on a subcontracted basis.It may also provide focus group facilities,mall intercept locations,test product storage,and kitchen facilities to prepare test food products.

When a university began thinking about offering more online degrees,it used primary data to get potential students' attitudes and intentions.What is the most likely reason for using primary data?

Marketing research has three functional roles.These roles are:

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

A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years.The company's owner wants to determine why the decline has occurred and how to reverse the trend.Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie laden,its next step in the marketing research process should be to:

Martina was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Martina has used a random sampling procedure.

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

Explain how researchers conduct an experiment and discuss the characteristic of a good experiment.

The most popular technique for gathering primary data is by observation.

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

In a(n)_____ sample,additional respondents are selected on the basis of referrals from the initial respondents.

Which of the following is the BEST example of an effective question on a mail survey?

All of the following are examples of secondary data EXCEPT: