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Exam 7: Decision Support Systems and Marketing Research

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Question 101

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Five hundred women were surveyed about their thoughts on Martha Stewart.The majority admired her creativity but would not trust her as a friend.Because it used subscribers to her magazine as survey participants,the survey was what type of sample?

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

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Question 102

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The Salvation Army is collecting data on ways to make it simpler to give cash donations and assess public opinion toward the uniforms worn by its members using one questionnaire.What is this an example of?

A) dichotomous inquiries
B) piggyback studies
C) dual experimentation
D) Siamese twin projects

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Question 103

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Boston Pizza is trying to decide which of two potential new menu offerings it will add to its restaurant menu across Canada.Which research method would be best suited to make this decision?

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?

A 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 hospital used a random number table to select participants from the list of patients who are currently in the hospital.What type of sample is this?

Generally speaking,the digital divide is defined as the gap between those people who have computers and computer skills and those who do not.For companies considering marketing on the Internet,the digital divide measures the percentage of a segment using the Internet.Forrester Research wanted to see if the digital divide was as wide as some experts thought.According to research conducted by Forrester,in Canada 43 percent of white households ,33 percent of African American households,47 percent of South Asian households,and 69 percent of Chinese households are on the Internet.This information becomes more interesting when Statistics Canada data are used that show that only 2 percent of the total population in Canada is Chinese. -Refer to Digital Divide.During which step of the marketing research process would Forrester Research have discovered that the digital divide is largely due to income and educational inequities?

What is a major limitation of the mall intercept interview?

What occurs when a sample,in some ways,is not representative of the target population?

Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More Supermarkets has installed an electronic marketing system in its stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's cheque-cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses barcode 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 free-standing insert (FSI) coupons. -Refer to Sav-More Supermarkets.Al Edisto,Sav-More's frozen food manager,noticed that sales of orange juice have fallen,and he wanted to set up a marketing research project to determine possible reasons for the decline.He first studied the data from the database system discussed above.What are these data?

A marketing researcher has many options when designing a questionnaire.However,some questions are better than others for obtaining specific types of responses.Match each survey question example with its most precise definition by placing the matching letter in the blank to the left of the example.Each letter is used only once.

What type of research depends on watching what people do?

Among the advantages claimed for cyber focus groups are speed,cost effectiveness,broad geographic scope,accessibility,and honesty.

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

The most popular technique for gathering primary data is statistical analysis.

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

Several types of analysis are common to marketing research.Which one provides a general picture of the results of the study and is the simplest,noting how many respondents answered a question a certain way?

What is marketing research? Name and briefly describe the three functional roles of marketing research.

In order for a firm to become a more efficient and effective competitor,it can assess its competition.What does such a competitive assessment require a company to engage in?

Research by Morgan Stanley revealed that 72 percent of Canada is willing to try flavoured colas.Since the cola industry is stagnant in most areas of the country,this is important data. -Refer to Morgan Stanley.The research also showed which flavours were most desired.Cola producers using this information provided to them by Morgan Stanley would be using what sort of data?

Once adequate amounts of data have been collected,the researcher should present the report.