Mini Test 4

Every time Jiwon goes to the candy counter at the bookstore, they never have exactly what she wants and she believes that there is an opportunity to develop a candy specifically for college students. Because she is not sure what features college students look for in candy, she should conduct __________ research to better understand how college students feel about candy? Select one: a. Exploratory b. Pseudo c. Experimental d. Descriptive e. Causal

Exploratory

Which of the following is NOT a requirement for causal research? Select one: a. Theoretical framework b. Probability sample c. Focus group d. Independent variable e. Control group

Focus group

One of the questions you need to ask when identifying the data needed for a research project is? Select one: a. All of these are questions that should be asked whin identifying the data needed for a research project. b. Who will be responsible for collecting the data? c. Should we conduct an experiment, or a quasi-experiment? d. Is the information worth what it will cost us to obtain it? e. Which segments will we use for a probability sample?

Is the information worth what it will cost us to obtain it?

The main advantage of primary data is that…? Select one: a. It is less expensive than survey data. b. It is more convenient than secondary research. c. All of these are advantages of primary data collection. d. It will be error free. e. It addresses your specific research question.

It addresses your specific research question.

Which of the following statements about a decision support system is FALSE? Select one: a. The information needs to be in the network in order for decision makers to use it. b. There is always a time constraint when making business decisions. c. The broader the scope of information available in a decision support system, the better. d. The person using the decision support system needs to be able import information into the software used to make the decision. e. It is better to wait until after you know what decision you have to support to begin developing the information to support it.

It is better to wait until after you know what decision you have to support to begin developing the information to support it.

The major advantage of secondary data is that…? Select one: a. It is immediately available. b. Gives you control over the methodology c. It is up to date d. It is external to the organization e. It answers your specific research question

It is immediately available.

Huyen wanted to answer the research question, "what causes students to be unhappy with Marketing 431". Because nobody had done any research even remotely related to this particular question, Huyen needed to collect __________ data? Select one: a. Experimental b. Random c. Pseudo d. Primary e. Secondary

Primary

Which of the following is NOT a typical application of data mining as discussed in class? Select one: a. Product abandonment b. Market basket analysis. c. Customer acquisition d. Customer retention e. Customer abandonment

Product abandonment

Tracy is thinking of marketing a new energy drink. Her target market will be parents of young children who need an energy boost in the car while driving from dance lessons to soccer games. She plans on testing whether or not people will like her new energy drink by offering free samples to students outside of the student union. If the majority of students say they like her product, she will go ahead with the product launch. Tracy may have a problem with the ___________ of her findings in this market research project. Select one: a. Information b. Representativeness c. Validity d. Measurement e. Reliability

Representativeness

According to your instructor, what is pseudo-research? Select one: a. Research that is conducted before the budget has been formally approved. b. Research conducted on issues that are not important enough to justify the investment. c. Research that is not conducted according to scientific principles. d. Research that is conducted to support a decision that has already been made. e. Psuedo-research is when the researchers do not actually collect the data, but they present their findings as if they had actually done the research.

Research that is conducted to support a decision that has already been made.

What is an information silo as described in class? Select one: a. A computer program that compares databases within a business and identifies information that may be incorrect. b. A piece of computer hardware used to store the information left over after data mining is complete. c. A database designed to support one business function that is not integrated with other business functions. d. A database designed to combine information from many functional areas and make it available to decision makers. e. An agricultural products database. Feedback

A database designed to support one business function that is not integrated with other business functions.

What is the difference between data and intelligence as discussed in class? Select one: a. A datum is a fact; intelligence is a full appraisal of information. b. A datum is an opinion, intelligence is a fact. c. A datum is a fact; intelligence is facts that are known to be true. d. Data is filtered, intelligence is endowed with context and meaning. e. Data is the information used to make a decision, intelligence is the outcome of a decision.

A datum is a fact; intelligence is a full appraisal of information.

Which of the following statements about marketing information systems is TRUE? Select one: a. A marketing information system as described in class is an ideal to which many businesses aspire. Correct b. Marketing information systems as described in class are an attempt to stop computers from taking over all of the information flows within a company. c. Marketing information systems as described in class are used by the majority of large and medium sized companies in the United States. d. A company needs to have a marketing information system in place to qualify for ISO 9000 quality certification. e. A marketing information system is just another way of describing integrated marketing communications.

A marketing information system as described in class is an ideal to which many businesses aspire.

What is the difference between a research objective and a management objective as described in your text? Select one: a. A research project and a management project may have the same objective b. A research objective provides information, a management objective can only use information that has been provided. c. A research objective provides an answer to a specific question, a management objective may require several sources of information d. A research objective is usually short-term, while a management objective is usually long-term e. All of these are differences between a research objective and a management objective.

A research objective provides an answer to a specific question, a management objective may require several sources of infornmation

BruceCo is a company that makes products for the coffee industry. Each summer, they hire a research intern from San Francisco State University to develop an industry forecast using information published by the US Department of Commerce and other government agencies. This is an example of _____________ in a marketing information system? Select one: a. Decision makers b. Internal information c. Acquired databases/internet d. Marketing intelligence e. Computer hardware and software

Acquired databases/internet

What would a reader expect to find in the limitations section of a research report? Select one: a. The analysis methods used in the report. b. A description of the methods used to collect the data. c. Any compromises the researchers needed to make in order to complete the study d. A recommendation based on the research e. A one-page summary of the major findings.

Any compromises the researchers needed to make in order to complete the study

BruceCo's marketing information system is powered by a Cray XMT supercomputer and features a wireless intranet that is available 24/7 for any manager equipped with a company-issued laptop computer. This is an example of the ___________ component of a marketing information system? Select one: a. Decision makers b. Computer hardware and software c. Acquired databases/internet d. Internal information e. Routine reporting

Computer hardware and software

Which of the following is NOT a source of information for a typical Marketing Information System? Select one: a. Marketing intelligence b. Computer systems c. Internal data d. Acquired databases e. Marketing research

Computer systems

Nick is thinking of conducting some market research to help him determine the best colors to use for his new hip-hop CD to be released in February. He knows that he can't just ask people what colors they like. Instead he should develop three or four different examples of what the CD cover might look like. Participants could respond to these ___________ in order to signal their color preferences. Select one: a. Concepts b. Colors c. Features d. Data e. Information

Concepts

Niles is the marketing manager for Hang Five, a manufacturer of half-price surfboards. He just learned that the largest supplier of surfboard blanks has just declared bankruptcy and that in 30 days the supplier would no longer be able to provide surfboard blanks for Hang Five. Niles is likely to rely on the ___________ feature of the company's marketing information system to help solve this problem? Select one: a. Acquired databases/internet b. Legacy systems c. Data mining d. Exceptions reporting e. Decision Support System

Decision Support System

Nick is thinking of conducting some market research to help him determine the best colors to use for the cover of his new hip-hop CD to be released in February. He decides that he can invest up to $500 in this research, but he needs to get it done in the next three weeks. Nick is probably in the _______________ stage of the market research process? Select one: a. Define the problem b. Develop the research plan c. Answer specific questions d. Set research objectives e. Take action based on the findings

Develop the research plan

One of the main DISADVANTAGES of interactive data collection is? Select one: a. You are unable to follow up with specific questions b. You have the ability to restate the question if the participant doesnt understand it. c. Response rates tend to be very low. d. It is much less expensive than other data collection techniques. e. Different interviewers may be inconsistent in how they ask the questions.

Different interviewers may be inconsistent in how they ask the questions.

Which of the following research techniques is most likely to be used in exploratory research? Select one: a. Mail survey b. Survey questionnaire c. Longitudinal research. d. Quasi-experiment e. Ethnography

Ethnography

Yuli is the California regional manager for a suntan lotion company. Each morning a routine report identifies cities whose sales are 15% below projection for the previous day. This ____________ report allows Yuli to focus on stores that may need personal attention. Select one: a. Exception b. Ad-hoc c. Decision support d. Quarterly e. Progress

Exception

Why is it important to understand the assumptions that went into the research when you are making recommendations? Select one: a. Because you can't use assumptions with advanced statistical techniques b. Because assumptions allow you to make inferences beyond what is indicated by a strict analysis of the data. c. Because if you understand the assumptions, you can use them as excuses if the results dont come out the way you had hoped. d. All of these are reasons why it is important to understand the assumptions that go into a research project. e. So you don't overgeneralize - or read more into the data than is actually there

So you don't overgeneralize - or read more into the data than is actually there

Which of the following research techniques is most likely to be used in descriptive research? Select one: a. Survey questionnaire b. Focus group c. Observation study d. Ethnography e. One-on-one depth interviews

Survey questionnaire

BruceCo is a company that makes products for the coffee industry. They subscribe to IRI's (Information Research incorporated) marketwatch newsletter to help them understand what is happening with coffee in retail stores. This is an example of _____________ in a marketing information system? Select one: a. Syndicated reports Correct b. Blogs c. Computer hardware and software d. Decision makers e. Internal information

Syndicated reports

Which of the following is one of the three typical uses for information in a marketing information system as described in class? Select one: a. To make ad-hoc changes in the competitive environment b. To generate routine reports showing progress toward meeting marketing goals. c. To serve as a resource for investors d. These are all uses for information in a typical marketing information system. e. To create jobs for information technology professionals

To generate routine reports showing progress toward meeting marketing goals.

One of the major issues in designing computer systems to support a marketing information system discussed in class is? Select one: a. How many data silos will be needed to support the functional areas in the company. b. Who has permission to enter and/or edit information in the database. c. Which environments will be covered in the environmental scan. d. Whether to rely on free information from the internet or to purchase proprietary information. e. Acquiring licenses for syndicated market research reports.

Who has permission to enter and/or edit information in the database.