Question 1

Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also insights for necessary changes.

Accepted Answer

Marketing research helps decision makers understand how their current marketing mix is performing and provides insights on what changes may be necessary to improve it. This can include gathering data on consumer preferences, competitor strategies, and market trends to inform marketing decisions. By using marketing research to optimize their marketing mix, companies can better target their desired customers and ultimately increase their bottom line.

Question 2

The quality of secondary data should never be questioned.

Accepted Answer

The quality of secondary data can vary depending on its source, reliability, relevance, and timeliness. It is important to evaluate the quality of secondary data before using it for any research or analysis.

Question 3

The three roles of marketing research are persuasive,reminder,and informative.

Accepted Answer

The three roles of marketing research are exploratory, descriptive, and causal.

Question 4

Metasearch engines have proven impractical for most marketing research projects.

Accepted Answer

Metasearch engines can be useful in marketing research as they aggregate results from multiple search engines, providing a broader view of available information.

Question 5

The only connection between database marketing and decision support systems is that they both operate on computers.

Accepted Answer

While both database marketing and decision support systems operate on computers, they share a stronger connection in that database marketing utilizes data from these systems to inform marketing strategies and decision making. Decision support systems, on the other hand, are designed to assist decision making across a variety of fields and may utilize data from a range of sources, including databases.

Question 6

A random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample.

Accepted Answer

A random sample is indeed designed to give every member of the population an equal chance of being selected.

Question 7

The best experiments are those in which all factors are held constant except the ones deliberately manipulated.

Accepted Answer

This principle, known as controlling for variables, allows for a more accurate determination of cause and effect between the manipulated factor and the observed outcome.

Question 8

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.This information gathered would be an example of primary data.

Accepted Answer

Primary data is data that is collected firsthand for a specific research purpose, and in this case, Stuart Marketing Research is collecting information on people's gift wrapping habits specifically to inform a manufacturer's decision to introduce reusable wrapping paper with Velcro fasteners. Therefore, this would be considered primary data.

Question 9

An example of a good open-ended question would be,"Do you prefer auburn or blonde highlights in your hair?"

Accepted Answer

This is a closed-ended question because it limits the response to specific options (auburn or blonde), rather than allowing for a more detailed or varied answer.

Question 10

Measurement error occurs when the sample who was actually interviewed differs from the sample drawn and the target population.

Accepted Answer

Measurement error occurs when there is a discrepancy between the actual value and the measured value due to inaccuracies in data collection, not due to differences in the sample. The situation described is more related to sampling error or coverage error.

Question 11

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

Accepted Answer

The answer of The most popular technique for gathering primary...

Question 12

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 secondary data.

Accepted Answer

The definition of secondary data is data that has already been collected by someone else, and the survey conducted last year would fall under this category since it wasn't done specifically for the current research purposes.

Question 13

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

Accepted Answer

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

Question 14

Ashanti Dover is considering mall intercept interview techniques for collecting some primary data.She can choose between computer-assisted personal interviewing and computer-assisted self-interviewing.

Accepted Answer

Both computer-assisted personal interviewing and computer-assisted self-interviewing are mall intercept interview techniques that Ashanti Dover can choose from to collect primary data.

Question 15

Internal company information such as invoices,data from previous marketing research studies,and historical sales data are sources of secondary data.

Accepted Answer

Internal company information can be considered as secondary data as it is data that has already been collected for another purpose and is being used for a new analysis or research.

Question 16

When the Witchduck Diner,serving Caribbean cuisine,first opened in Virginia Beach,it drew novelty seekers but few of the several hundred business people who worked within five miles of the restaurant..The owner's recognition that a problem exists is the first step in the marketing research process.

Accepted Answer

The statement correctly reflects the first step in the marketing research process, which is to identify and define the problem or opportunity.

Question 17

A marketing decision support system is an interactive,flexible computerized data storage system that bypasses information-processing specialists and gives managers access to useful information from their own desks..

Accepted Answer

This statement accurately describes a marketing decision support system (MDSS).

Question 18

Flora Padjan would be engaged in observation research if she asked people in a discount store to show her what they had purchased.

Accepted Answer

Observation research involves watching and recording behaviors or events as they occur naturally, without direct interaction or questioning. Asking people to show their purchases involves direct interaction, which is not observation research.

Question 19

Researcher Susan Brandon was interested in how the human resources department at her company might better address some of the issues facing its students.To collect data on this issue,she interviewed the employees in her department.Brandon has used a random sampling procedure.

Accepted Answer

Random sampling involves selecting participants from a larger population at random to gather data. In this situation, Susan Brandon only interviewed the employees in her department, which is not a random sample of the entire company's population. Therefore, she did not use a random sampling procedure.

Question 20

A decision support system (DSS)involves the planning,collection,and analysis of data relevant to marketing decision making,and the communication of the results of this analysis to management.

Accepted Answer

This defines marketing research.

Quiz 8: Decision Support Systems and Marketing Research