Marketing Final Exam

Like what bothers you the most about your irons what

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Unformatted text preview: ry b. developmental c. descriptive d. subjective e. focus group ANS: C Marketing research that is descriptive involves the gathering and presenting of factual statements. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Application 136. Refer to Callaway Golf Co. When Callaway researchers asked questions like “What bothers you the most about your irons?” what type of questions were they asking? a. Scaled response b. Close-ended c. Dichotomous d. Open-ended e. Multiple answer ANS: D With open-ended questions, the interviewer encourages the respondent to answer in his or her own words. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 137. Refer to Callaway Golf Co. When Callaway researchers asked questions like “Now that you have played with the new club, how likely would you say you would be to buy it?” they asked golfers to respond on the following scale: 1 = would definitely not buy it 2 = would probably not buy it 3 = might or might not buy it 4 = would probably buy it 5 = would definitely buy it. What type of question is this? a. Scaled response b. Limited response c. Dichotomous d. Open-ended e. Multiple answer ANS: A With an scaled-response question, respondents are asked to respond by selecting the appropriate response. This is a form of close-ended question designed to measure the intensity of a respondent’s answer. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 138. Refer to Callaway Golf Co. Callaway used its contacts at golf courses around the country to find the 40 women for its study. The 40 women would most likely be called a _____ sample. a. systematic b. convenience c. cluster d. stratified e. random ANS: B A convenience sample is one in which researchers select an easy-to-reach population. PTS: 1 REF: 148 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY 1. Define a marketing decision support system (DSS). Name and briefly describe the four characteristics of a true DSS. ANS: A marketing decision support system (DSS) is an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions. A true DSS include is: INTERACTIVE. Managers give instructions and see immediate results. The manager does not rely on a computer programmer or have to wait for a scheduled report. FLEXIBLE. The system can sort, regroup, total, average, and manipulate the data in many ways according to the varied needs of each user. DISCOVERY ORIENTED. The system helps managers probe for trends, isolate problems, and ask “what if” questions. ACCESSIBLE. The system is easy to learn and should be immediately usable by computer novices. PTS: 1 REF: 139-140 OBJ: 09-1 TOP: AACSB Communication KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BL...
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