quiz 7 - A true marketing decision support systems (DSS)...

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A true marketing decision support systems (DSS) should be:    Student Response Value Correct Answer 1.  accessibility    2. flexible    3. interactive    4. discovery-oriented    5. all of the above 100%     Score: 1/1    2.   Marketing managers can use marketing research to:    Score: 1/1    3.   The first step in the marketing research process is to: 
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  Score: 1/1    4.   Managers must combine specific pieces of information needed to identify the marketing research problem.  Their _____ is to provide insightful decision-making information.    Score: 1/1    5.   Data previously collected for purposes 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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  Score: 1/1    6.   A search engine:    Score: 1/1    7.   What are metasearch engines? 
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  Score: 1/1    8.   Fred Farkle, marketing manager at Thebee Industries, was trying to decide whether to collect information via  personal interviews, telephone, or snailmail for a project he was working on.  In which step of the marketing  research process was Fred currently engaged?    Score: 1/1    9.   Information that is collected for the first time for the purpose of solving a particular problem under investigation  is called _____ data. 
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  Score: 1/1    10.   Telephone interviews offer:    General Feedback: Telephone interviews are of moderate cost when compared to in-home or mall interviews but are more  expensive than mail surveys. Score: 1/1    11.   You must conduct research to find out a great deal of information about the motives and desires of potential  customers for a home delivery grocery service. You need a sample size of at least 300 people who spend at 
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least $100 weekly at the supermarket, and you don't have a lot of money to conduct the research, so you  should use:    General Feedback: Mail surveys are the least expensive method of data collection for a sample of this size when a lengthy survey  is required. Score: 0/1    12.   The most expensive type of survey research is:    Score: 1/1    13.
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After McDonald’s Canada introduced a Lighter Choice menu, its researchers conducted intercept interviews in  store and asked consumers, “What motivated you to buy a Veggie Burger?” and “ If you were to change the  product in any way, how would you?” These are examples of:    General Feedback: The question encouraged an answer phased in the customer’s own words.
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This note was uploaded on 06/24/2011 for the course MARK 1115 taught by Professor Laudon during the Spring '11 term at Langara.

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quiz 7 - A true marketing decision support systems (DSS)...

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