Question 1

What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.

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Question 2

Competitive intelligence allows managers to predict changes in business relationships,identify marketplace opportunities,and discover new or potential competitors.

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Competitive intelligence plays a vital role in providing insights into the market and competition, enabling managers to make informed decisions and stay ahead of their rivals.

Question 3

What are primary data? What are three methods that marketing researchers use to gather primary data? What is a piggyback study?

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Question 4

In contrast to survey research,observation research does not rely on direct interaction with people.Observation research takes several forms.What are these forms? For each form,give one example of an observation method used.

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Question 5

Marketing research is important to management because it helps managers in several ways.Discuss three major benefits of marketing research to managers.

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Question 6

Los Hermanos Cafe has successfully operated seven restaurants in the same community for 20 years.Management plans to introduce an egg-and-cheese breakfast burrito to three restaurants after having success with this product in its other four diners.Los Hermanos Cafe doesn't need to conduct research before introducing the new product in its remaining restaurants.

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Los Hermanos Cafe has already had success with the egg-and-cheese breakfast burrito in its other four restaurants, which suggests that the product will likely be well-received in the remaining three restaurants in the same community where the company has successfully operated for 20 years. Therefore, the company does not necessarily need to conduct research before introducing the new product in those locations.

Question 7

What is an experiment? What is a characteristic of a good experiment? Why is it impossible to conduct a perfect experiment?

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Question 8

What is the difference between primary and secondary data? Name two advantages and two disadvantages of using each type of data.

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Question 9

What are secondary data? List four major sources of secondary data.Why do most research efforts rely on secondary data and usually collect secondary data before primary data are collected?

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Question 10

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

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Question 11

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

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The data must be analyzed and interpreted before a meaningful report can be prepared.

Question 12

Primary data are most often collected from a sample (a subset of a larger population).An important question researchers must ask is,"Must the sample be representative of the population?" The answer to this question leads the researcher to either of two possible types of samples.Name and describe each of the two sampling procedures.Give a specific example of a sample type for each procedure.

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Question 13

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

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Question 14

What is survey research? How does survey research differ from observation research? Name six popular forms of survey research.

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Question 15

Government agencies,periodicals,and trade shows are good sources of competitive intelligence.

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Government agencies, periodicals, and trade shows provide valuable information on competitors' activities, future plans, and industry trends, making them reliable sources of competitive intelligence.

Question 16

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behaviour.

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Scanner-based research is indeed a system of gathering information by continuously monitoring panel members' promotions and purchase behavior.

Question 17

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.
A.open-ended question
B.closed-ended dichotomous question
C.closed-ended multiple-choice question
D.scaled-response question
E.ambiguous question
F.two questions in one
G.biased and/or leading question

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Question 18

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

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Online focus groups can be conducted quickly, without the need for travel or physical facilities, which makes them cost-effective. They can also include participants from different locations, which gives them a broad geographic scope. Additionally, participants may feel more comfortable expressing their opinions honestly in an online setting, compared to a face-to-face group.

Question 19

Define a marketing decision support system (DSS).Name and briefly describe three characteristics of a true DSS.

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Question 20

There are several marketing research survey techniques available to the marketing researcher.Match the type of survey technique with the research situation by placing the matching letter of the survey technique in the blank provided to the left of the 
A.telephone interview
B.mail survey
C.focus group
D.in-home (personal) interview
E.mall intercept interview
F.mail panel
G.cyber focus group

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Quiz 4: Decision Support Systems and Marketing Research