Exam 9: Decision Support Systems and Marketing Research

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,the publisher should engage in:

University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to 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. Because the students must finish the research project within a semester and do not have much money to conduct the research,which of the following would be the best quickest and least expensive method of collecting survey data?

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

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

Because online surveys are still in their infancy,there are limited methods of conducting online surveys.

_____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data.

Measurement error occurs when a sample somehow does not represent the target population.

Name and describe the two types of online focus groups. How do they compare to in-person focus groups?

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.

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mover that spewed soap bubbles.

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.It was important that the survey have a relatively low cost and offer anonymity to respondents to ensure candid answers.Which form of survey research should AMN have used?

British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day.Marketers conducted focus groups,a type of _____,which revealed that participants were having particular trouble getting their required servings of vegetables.

University Research Study A regional state university is experiencing declining enrollments. The administration is concerned with this situation and asked a marketing research class to conduct a research study and to 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 quality of secondary data should never be questioned.

Any time a sample is used in marketing research,there will be two major types of errors,measurement error and sampling error.Briefly describe these two sources of error.Then name and define one other possible source of error.

When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution,they used a(n)_____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one.This is an example of a(n):

To save money on marketing research,a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of primary data.

The marketing research problem:

Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.The information gathered would be an example of primary data.