Question 1

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

Accepted Answer

A)  Data collection
B)  Artificial intelligence
C)  Decision support
D)  Marketing research
E)  Single-source research D

Question 2

_____ lets the analyst look at the responses to one question in relation to the responses to one or more other questions.

Accepted Answer

A)  One-way regression analysis
B)  Two-way regression analysis
C)  The one-way frequency count
D)  Cross-tabulation
E)  Content analysis D

Question 3

Marriott Mobile's purpose is to conduct primary marketing research.

Accepted Answer

A) True 
 B)False  False

Question 4

What kind of data can Marriott gather by the users of its Blackberry and iPhone booking apps?

Accepted Answer

A)  secondary
B)  computer-assisted self-interviewing
C)  survey results
D)  primary
E)  behavioral targeting

Question 5

A retailer of sporting goods equipment is interested in learning peoples' attitudes,motivations,and feelings about its product lines.All of the following are potential sources for this information EXCEPT:

Accepted Answer

A)  observation studies.
B)  mail questionnaires.
C)  in-store interviews.
D)  telephone surveys.
E)  focus group interviews.

Question 6

_____ is a scanner-based sales-tracking service for the consumer packaged-goods industry.It tracks retail sales,consumer purchasing information,and promotional activity for all bar-coded products.

Accepted Answer

A)  BehaviorScan
B)  Nielsen Data
C)  Scanner Plus
D)  InfoScan
E)  VideOCart

Question 7

Nonprobability samples:

Accepted Answer

A)  require more expensive marketing research than probability sampling
B)  include any sample in which little is done to obtain a representative cross section of the population
C)  by definition must be representative of the population
D)  often start out with random numbers to ensure selection of subjects is truly random
E)  offer an easy method for determining sampling error

Question 8

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

Accepted Answer

A)  Place-based interviews
B)  CLT interviews
C)  Business panel surveys
D)  Executive interviews
E)  Professional interviews

Question 9

The marketing research problem:

Accepted Answer

A)  is information oriented.
B)  involves determining what resources will be used in research efforts.
C)  is action driven.
D)  does not rely on managerial experience.
E)  is accurately described by none of these choices.

Question 10

What is the moderator's role in online focus groups?

Accepted Answer

A)  To limit the discussion to closed-ended questions
B)  To provide freestyle screen dialogue including text,instructions,and probes
C)  To make sure costs remain relatively low
D)  To act as a data-mining engineer
E)  To let respondents control the discussion

Question 11

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.Which role of marketing research is represented if the student researchers address "what if" questions,such as examining the outcomes if all the degree programs were available online?

Accepted Answer

A)  Predictive
B)  Proscriptive
C)  Descriptive
D)  Diagnostic
E)  Normative

Question 12

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.AMN is most likely an example of a:

Accepted Answer

A)  decision support company
B)  data-mining company
C)  field service firm
D)  knowledge portal
E)  marketing research diagnostics firm

Question 13

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

Accepted Answer

A)  focus group
B)  observation
C)  experimental
D)  survey sampling
E)  sample framing

Question 14

That one-third of the survey correspondents took the survey at home showed the increasing penetration of mobile usage.What most likely would produce this intended result?

Accepted Answer

A)  mobile platform technology
B)  report
C)  cross-tabulation
D)  frame error
E)  research experiment

Question 15

Sav-More Supermarkets
Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More supermarkets have installed an electronic marketing system in their stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent shopper cards.The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases.As with most customer databases,demographic information is gathered for subsequent offers to frequent shopper club members,and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases.Generally,marketing to these consumers achieves better results than freestanding insert (FSI)coupons.
-Refer to Sav-More Supermarkets.Al Edisto,Sav-More's frozen food manager,decided to survey each customer who stops in front of the frozen orange juice section on Saturday.Edisto used a _____ sample for his research project.

Accepted Answer

A)  random
B)  piggyback
C)  probability
D)  stratified
E)  convenience

Question 16

Five hundred women were surveyed as to their feelings about female physicians.The majority responded that they felt more relaxed with a female physician.The survey was an example of a(n)_____ sample because it used local hospital patients as survey participants.

Accepted Answer

A)  random
B)  representational
C)  probability
D)  convenience
E)  framing

Question 17

Several types of analysis are common to marketing research.Which one is the simplest?

Accepted Answer

A)  One-way frequency counts
B)  Statistical analyses
C)  Cross-tabulations
D)  Passive people meters
E)  Scaled responses

Question 18

Dr.Neuman is a marketing professor who uses her students in research studies because they are convenient and readily accessible.She is using a _____ sample.

Accepted Answer

A)  single-source
B)  random
C)  probability
D)  representational
E)  convenience

Question 19

Compare and contrast primary and secondary data and discuss how each is collected.

Accepted Answer

The answer of Compare and contrast primary and secondary data...

Question 20

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer.Before launching the product,P&G researchers visited consumers' homes and watched as people sorted laundry,creating piles of darks,whites,delicates,and items that would go to the dry cleaner because the people were unsure how to clean them.This was an example of _____ research.

Accepted Answer

A)  observation
B)  mall intercept
C)  visualization
D)  action-based
E)  experiment

Exam 9: Decision Support Systems and Marketing Research