MKT 351 C9

A marketing decision support system allows managers to:
A. establish lower price points.
B. gather and use marketing information.
C. offer creative advertisement campaigns.
D. promote environmental issues.

Database marketing creates a(n) ________ that contains information on customer profiles and purchase patterns.
A. model
B. web-based profile
C. automated process
D. computerized file

Which of the following is NOT an important role of marketing research?
A. descriptive
B. specification
C. predictive
D. diagnostic

All of the following are examples of secondary data EXCEPT:
A. reports to stockholders.
B. annual reports.
C. house periodicals.
D. analysis of competitors' products.

If a company calls potential consumers to get their opinions, it is performing:
A. ethnographic research.
B. virtual shopping.
C. experiments.
D. survey research.

Which of the following is NOT an example of an open-ended question?
A. What is your favorite brand of soap?
B. Are you male?
C. Who is your biggest influence on what products you buy?
D. Where is your favorite place to buy electronics?

Which of the following is NOT an example of a close-ended question?
A. Why do you prefer to shop at a certain store?
B. Have you ever traveled to a foreign country?
C. Do you like pancakes?
D. Which spokesperson seems more trustworthy, Mr. X or Ms. Y?

A company that sends out researchers posing as actual customers is engaging in:
A. ethnographic research.
B. mystery shopping.
C. focus groups.
D. virtual shopping.

In market research, a ________ is necessary because it is difficult to impossible to take a census of, or interview, all possible users of a certain product.
A. cluster
B. universe
C. segment
D. sample

The term ________ refers to the group from which the research sample will be drawn.
A. universe
B. cluster
C. actual market
D. meta-group

In its market research, a jewelry company selects a sample with no regard to factors such as income, cultural background, or age. It thus produces a ________ sample.
A. random
B. nonprobability
C. blind
D. convenience

An apparel chain conducts market research by interviewing friends and relatives of its employees. This produces a ________ sample.
A. convenience
B. random
C. frame
D. probability

The ________ method of research allows firms to monitor consumer responses to marketing campaigns in a continuous fashion.
A. web survey systems
B. online panels
C. scanner-based research
D. online focus groups

________ is an important source of information on how to overcome a competitor's advantage.
A. Competitive intelligence
B. Security and privacy
C. Emotional intelligence
D. Competitive advantage

Which of the following is NOT an advantage of doing market research through online focus groups?
A. reduces cultural barriers
B. higher participation rates
C. honesty
D. reduced cost