Question 1

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 2

The characteristics of a true DSS are interactive,flexible,discovery-oriented,and accessible.

Accepted Answer

The four characteristics of a true DSS are indeed interactive, flexible, discovery-oriented, and accessible.

Question 3

A simple 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 simple random sample is designed in such a way that each member of the population is selected with an equal probability. This helps to minimize the selection bias and get a representative sample of the population. Hence, the statement is true.

Question 4

The quality of secondary data should never be questioned.

Accepted Answer

The quality of secondary data may pose a problem,so researchers should ask: Who gathered the data? Why were the data obtained? What methodology was used? and so on.

Question 5

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

Accepted Answer

The three roles are descriptive,diagnostic,and predictive.

Question 6

A snowball sample is a type of probability sample.

Accepted Answer

It is a nonprobability sample and involves selecting additional respondents on the basis of referrals from the initial respondents.

Question 7

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

Accepted Answer

A marketing decision support system is designed to provide managers with easy access to useful information without the need for specialized information-processing skills. This allows managers to make better decisions quickly and efficiently from their own workstations.

Question 8

The first step in the marketing research process is to plan the research design and gather primary data.

Accepted Answer

The first step in the marketing research process is identifying and formulating the problem/opportunity.See Exhibit 9.2.

Question 9

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.

Question 10

The most popular technique for gathering primary data is by observation.

Accepted Answer

The most popular technique for gathering primary data is survey research.

Question 11

Measurement error occurs when a sample somehow does not represent the target population.

Accepted Answer

This is the definition of sampling error. Measurement error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process.

Question 12

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mover that spewed soap bubbles.

Accepted Answer

Experimental research occurs when the researchers alters one or more variables. This is an example of observational research.

Question 13

Questionnaires include three basic types of questions: open-ended,closed-ended,and scaled-response.

Accepted Answer

This statement is true. Questionnaires typically use open-ended questions for qualitative data, closed-ended questions for quantitative data, and scaled-response questions to measure attitudes or opinions.

Question 14

The last step in the marketing research process is to prepare and present the report.

Accepted Answer

The last step is follow up.

Question 15

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

Accepted Answer

Marketing research is conducted to gather relevant data and insights that can help decision makers evaluate the effectiveness of the current marketing mix and identify areas where changes need to be made. This information can be used to optimize marketing strategies and tactics and achieve better results.

Question 16

The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.

Accepted Answer

In experiments the goal is to hold all variables constant except the variable of interest.

Question 17

Martina was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Martina has used a random sampling procedure.

Accepted Answer

This describes a convenience sample.

Question 18

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

Accepted Answer

Primary data refers to data that is collected directly from the source, in this case, gathering information on the way people wrap gifts for a manufacturer's specific product.

Question 19

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

Accepted Answer

Ethnographic research is the study of human behavior in its natural contexts and is a form of observation research.

Question 20

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 primary data.

Accepted Answer

This is describing secondary data,which are data previously collected for any purpose other than the one at hand.

Quiz 9: Decision Support Systems and Marketing Research