Question 1

Los Hermanos Cafe has successfully operated seven restaurants in the same community for twenty 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 to its remaining restaurants.

Accepted Answer

Los Hermanos Cafe has successfully operated seven restaurants in the same community for twenty years and has had success with the egg and cheese breakfast burrito in its other four diners. This suggests that the new product is likely to be successful in the remaining three restaurants as well, and that research is not necessary.

Question 2

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

Accepted Answer

Competitive intelligence involves gathering and analyzing information about competitors, customers, and the overall marketplace to gain a better understanding of business relationships and identify possible opportunities and threats. This information can help managers make more informed decisions and stay ahead of competitors.

Question 3

A manufacturer of an all-natural fruit and veggie bar targeted to people who want nutritious snacks has asked for marketing research to explain the reasons for the recent failure of its Apple-Broccoli bar.This type of research is described as:

Accepted Answer

Diagnostic research is used to identify the causes of a problem or failure. In this case, the manufacturer wants to know why their Apple-Broccoli bar has failed in the market.

Question 4

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

Accepted Answer

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

Question 5

A true marketing decision support system should be:

Accepted Answer

The answer of A true marketing decision support system should...

Question 6

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

Accepted Answer

Government agencies, newspapers, and trade shows often provide valuable information about competitors, their products, and their strategies. This information can be used to develop more effective business plans and stay ahead of the competition.

Question 7

Marketing managers would typically use marketing research to:

Accepted Answer

Marketing research is used to gather data and insights, such as understanding why a new product failed, rather than eliminating guesswork entirely or handling individual complaints.

Question 8

Marketing managers can use marketing research to:

Accepted Answer

Marketing research can be used for all of these purposes. It helps marketing managers make informed decisions based on data and insights, understand why certain marketing plans may have failed in the past, identify ways to retain customers more efficiently, and keep up with the constantly evolving marketplace.

Question 9

Soon after the Harriet Tubman Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer hours,attendance decreased.To determine why this decrease in attendance occurred,the museum staff could rely on:

Accepted Answer

The best choice for the museum staff to determine why the decrease in attendance occurred is marketing research. Marketing research is the process of gathering, analyzing, and interpreting data related to a particular marketing problem or opportunity. In this case, the museum staff needs to gather information about why people are no longer attending the museum despite the increased hours and the small fee. This information can be obtained through various techniques such as surveys, focus groups, and observation. By conducting marketing research, the museum staff can gain valuable insights into the reasons behind the decrease in attendance and use this information to make informed decisions about how to address the issue.

Question 10

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:

Accepted Answer

Marketing research would be appropriate to use to determine how the publisher could provide greater customer satisfaction.

Question 11

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

Accepted Answer

Cyber focus groups do offer speed, cost effectiveness, broad geographic scope, accessibility, and anonymity, which promote honesty in responses.

Question 12

A true marketing decision support systems (DSS)should be:

Accepted Answer

All of the above qualities are crucial for a marketing DSS to be effective. A marketing DSS should be flexible, allowing for adjustments and changes to be made as needed. It should also be discovery-oriented, meaning it should help marketers find new insights and opportunities. Interactivity is also important so that users can easily navigate and make use of the system. And finally, accessibility is key so that marketers can quickly and easily access the information and insights they need to make informed decisions.

Question 13

The two major scanner data suppliers are Information Resources Incorporated (IRI)and the A.C.Nielsen Company; each has about half the market for single-source research.

Accepted Answer

The statement is true that IRI and the A.C. Nielsen Company are the two major scanner data suppliers with about half the market for single-source research.

Question 14

A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley's new location.

Accepted Answer

Marketing research is the process of gathering and analyzing information about a market, including customer preferences and behaviors. By conducting marketing research, the bowling alley operator can gather feedback from customers and potential customers about the new location, which can help identify any issues or concerns that may be causing dissatisfaction. This information can then be used to make improvements and better meet the needs of customers.

Question 15

Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed marketing research in its _____ role.

Accepted Answer

The BSO employed marketing research in its predictive role, as it was seeking to determine the potential success of an integrated advertising campaign targeted to a younger market. This type of research is focused on predicting future outcomes and can help organizations make informed decisions about their marketing strategies.

Question 16

To help understand why attendance at its games was so poor,the Atlanta Falcons used marketing research to gather factual information.It used in-game surveys and end-of-season surveys of ticket holders.The gathering of factual statements is an example of marketing research in its _____ role.

Accepted Answer

The answer of To help understand why attendance at its...

Question 17

Marketing research has three functional roles.These roles are:

Accepted Answer

The three functional roles of marketing research are descriptive, diagnostic, and predictive. Descriptive research aims to describe a specific phenomenon or market segment. Diagnostic research seeks to determine the cause of a problem or issue. Predictive research uses data to make projections or forecasts about future events. Normative, persuasive, flexible, interactive, and discovery-oriented are not commonly recognized functional roles of marketing research.

Question 18

A(n)_____ is an interactive,flexible information system that enables managers to obtain and manipulate information as they are making decisions.

Accepted Answer

A marketing decision support system (MDSS) is a type of interactive, flexible information system that managers use to obtain and manipulate information as they make decisions. An MDSS typically includes a database of relevant information, analytical tools for processing that data, and a user interface for accessing and using the system. Its purpose is to provide managers with the information they need to make more informed decisions and to support the planning, implementation, and control of marketing programs.

Question 19

The function of _____ is to address "what if" questions.It entails planning,collecting,and analyzing data relevant to marketing decision making,and the communication of the results of this analysis to management.

Accepted Answer

Marketing research is the process of systematically gathering and analyzing information that is relevant to marketing decision making. Its main function is to address "what if" questions, or in other words, to provide answers to marketing problems, such as identifying market opportunities, evaluating product concepts or pricing strategies, assessing customer satisfaction or brand awareness, and so on. Marketing research can involve different techniques and methods, such as surveys, experiments, focus groups, observational studies, and secondary data analysis. The ultimate goal is to provide insights and recommendations that can help managers make better decisions and improve the performance of their business. Therefore, option D is the correct answer.

Question 20

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

Accepted Answer

This process is known as database marketing. It involves collecting and analyzing customer data to create targeted marketing campaigns and build long-term customer relationships. This helps businesses to better understand their customers and tailor their marketing efforts accordingly.

Quiz 8: Decision Support Systems and Marketing Research