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Marketing research that is descriptive involves the gathering and presenting of factual statements.
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?
With open-ended questions, the interviewer encourages the respondent to answer in his or her
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?
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
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 convenience sample is one in which researchers select an easy-to-reach population.
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.
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
KEY: CB&E Model Research | CB&E Model Online/Computer
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- Fall '13