Chapter 9–Decision Support Systems and Marketing Research

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Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:
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marketing information
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A(n) ____ is an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions.
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marketing decision support system
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A true marketing decision support system possesses all of the following characteristics EXCEPT: a. flexible b. discovery oriented c. interactive d. accessible e. synergistic
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synergistic
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____ is the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns.
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Database marketing
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____ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management.
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Marketing research
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Marketing research has three funtional roles. These roles are:
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descriptive, diagnostic, and predictive
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In contrast to marketing research problems, management decision problems are:
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action oriented
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Data previously collected for purpose other than the one at hand are an important source of information as the researcher defines the problem. These data are called ____ data.
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secondary data
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Trade groups, commercial publications, and government departments can be used as sources of:
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secondary data
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The research design specifies:
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the research questions to be answered
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Information collected for the first time for the purpose of solving a particular problem under investigation is called ____ data.
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primary
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What is the chief advantage of primary data?
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Relevance to the problem at hand.
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The most popular method for gathering primary data is ____, in which a researcher interacts with people to obtain facts, opinions, and attitudes.
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survey research
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In-home personal interviews:
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offer high-quality data at a high cost
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Which type of survey research method involves interviewing people in the common areas of shopping malls?
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Mall intercept interviews
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Telephone interview offer:
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speed in gathering data
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____ research depends on watching what people do.
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Obersvation
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A(n) ____ sample is characterized by every element in the population having a known statistical likelihood of being selected.
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probability
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A ____ sample is any sample in which little or no attempt is made to obatin a representative cross section of the population.
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nonprobability
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Nonprobability samples:
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include any sample in which little is done to obtain a representative cross section of the population
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Which of the following is a type of probability sample? a. Judgment sample b. Convenience sample c. Random sample d. Quota sample e. Snowball sample
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Random sample
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All of the following are advantages associated with the use of Internet surveys EXCEPT: a. decreased costs b. ability to contact hard-to-reach respondents c. reduced measurement error d. ability to get survey results much more rapidly e. ability to personalize the survey
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c reduced measurement error
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All of the following are advantages associated with online focus groups EXCEPT: a. good participation rates b. cost-effectiveness c. narrow geographic scope d. accessibility e. honesty of respondents
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narrow geographic scope
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Marketing research should not be undertaken when:
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the perceived costs are greater than the projected benefits
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An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called:
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competitive intelligence

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