Chapter 09

Chapter 09 - Chapter 9Decision Support Systems and...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 9—Decision Support Systems and Marketing Research TRUE/FALSE 1. 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. ANS: T PTS: 1 REF: 135 OBJ: 09-1 TYPE: Def TOP: 2. The characteristics of a true DSS are interactive, flexible, discovery-oriented, and accessible. ANS: T PTS: 1 REF: 135-136 OBJ: 09-1 TYPE: Comp TOP: 3. The three roles of marketing research are persuasive, reminder, and informative. ANS: F The three roles are descriptive, diagnostic, and predictive. PTS: 1 REF: 136 OBJ: 09-2 TYPE: Def TOP: 4. 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. ANS: F This defines marketing research. PTS: 1 REF: 136 OBJ: 09-2 TYPE: Def TOP: 5. Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes. ANS: T PTS: 1 REF: 136 OBJ: 09-2 TYPE: Def TOP: 6. 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. ANS: F This is describing secondary data, which are data previously collected for any purpose other than the one at hand. PTS: 1 REF: 137 OBJ: 09-3 TYPE: App TOP: 7. The first step in the marketing research process is to plan the research design and gather primary data.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
ANS: F The first step in the marketing research process is identifying and formulating the problem/opportun- ity. See Exhibit 9.1. PTS: 1 REF: 136 OBJ: 09-3 TYPE: App TOP: 8. The last step in the marketing research process is to prepare and present the report. ANS: F The last step is follow up. PTS: 1 REF: 136 OBJ: 09-3 TYPE: Comp TOP: 9. The quality of secondary data should never be questioned. ANS: F 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. PTS: 1 REF: 137 OBJ: 09-3 TYPE: Comp TOP: 10. 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.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This document was uploaded on 09/03/2011.

Page1 / 52

Chapter 09 - Chapter 9Decision Support Systems and...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online