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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?

Syndicated reports

1. 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?

Acquired databases/internet

BruceCo is a company that makes products for the coffee industry. They subscribe to a clipping service that monitors newspapers in major cities around the world for articles related to the coffee industry. This is an example of _____________ in a marketing information system?

Marketing intelligence

Yuli is the California regional manager for a suntan lotion company. Tomorrow morning she must meet with her supervisor for her annual performance review. In preparation for the meeting, she prints a copy of a routine ____________ showing her performance for the year compared to her goals.

Progress report

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.

Exception

Lands End is a successful mail order catalog company. In order to expand their business, they decided to open retail outlets where customers could visit and actually see the merchandise. By analyzing the zip codes from past mail order shipments, they were able to locate the new stores in areas where many of their customers already lived. This is an example _________of?

Data Mining

Which of the following is one of the three typical uses for information in a marketing information system as described in class?

To generate routine reports showing progress toward meeting marketing goals.

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?

Develop the research plan

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.

Concepts

Why is it important to understand the assumptions that went into the research when you are making recommendations?

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

The main advantage of primary data is that...?

It addresses your specific research question.

One of the questions you need to ask when identifying the data needed for a research project is?

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

Which of the following statements about marketing information systems is TRUE?

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

Which of the following is one of the three typical uses for information in a decision support system as described in class?

To support ad-hoc or one of a kind decisions.

Which of the following IS a probability sample

Random sample

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?

Primary

Huyen wanted to answer the research question, "What causes students to be unhappy with Marketing 431"?" Although no one had conducted research on marketing 431, there were hundreds of studies that had been done about why students are unhappy with college classes. Huyen was able to take advantage of this __________ data to answer her research question?

Secondary

Jiwon has successfully introduced a new kind of candy for college students at the college bookstore. Her candy is selling very well and she is thinking of marketing it nationally. She is not sure if college students are buying it because of the colorful packaging or because it has lots of caffeine. She will have to conduct ___________ research to determine which factor is responsible for college students buying so much of her candy?

Causal

Huyen wanted to conduct market research to find out why students were unhappy with Marketing 431, probably the finest course ever to be offered by a university. In order to do this she needed to find people who were unhappy with the course. Figuring that these people would talk to each other, she used a sampling technique where she found one person who was unhappy with the course and, after asking her research questions, asked this person for the name of another person who was unhappy with the course. This technique is called _____________ sampling?

Snowball

Sometimes technology can make it difficult to create organizational intelligence. For example?

Different departments may have different databases that are independent of each other.

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?

Computer hardware and software

Bruce is afraid he is gaining weight. He got on the scale this morning and he was 10 pounds heavier than he was last night. He got on the scale again after breakfast and he had lost 10 pounds. Just before leaving for school he got on the scale again and he was 5 pounds lighter than he was after breakfast. Clearly, there is a problem with the _________ of Bruce's weight measurements?

Reliability

The major advantage of secondary data is that...?

It is immediately available.

Which of the following is a question that should be answered in the 'define the problem' stage of the market research process, well before any money is invested in the project?

What action will we take based on the results of the research?

One of the major issues in designing computer systems to support a marketing information system discussed in class is?

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

What would a reader expect to find in the executive summary of a research report?

A one-page summary of the project including major findings.

Kiwon is thinking of developing a candy specifically for college students. Before she begins manufacturing, she has decided to conduct some research to determine whether or not she should include caffeine in the candy. If the results show students prefer caffeine, she will market it as a caffeine product. If the results show students don't care about caffeine, she will market it as an energy product. Jiwon is probably in the __________ stage of the market research process?

Define the problem

Which of the following research techniques is most likely to be used in exploratory research?

Ethnography and focus groups

Which of the following research techniques is most likely to be used in Causal research?

Controlled experiment

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?

Decision Support System

According to your instructor, what is pseudo-research?

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

The computer term GIGO is used as a caution for those developing marketing information systems. This is because good decisions require?

Good information

One of the main ADVANTAGES of a questionnaire for collecting data is?

The data is easy to tabulate

____________ attempts to identify new business opportunities by analyzing data from past transactions?

Data mining

What is an information silo as described in class?

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

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?

Exploratory

According to your instructor, what is the most important stage of the market research process?

Define the problem

One of the main DISADVANTAGES of interactive data collection is?

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

Sometimes it is not feasible to conduct causal research because meeting all of the conditions (for example a probability sample when you aren't sure how many people are in the population). In these cases researchers may conduct ____________ research which is almost as good.?

Quasi-experimental

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.

Representativeness

Tracy is thinking of marketing a new energy drink. Her key selling proposition will be that her product has tastes just as good at room temperature as it does when it is ice cold. She plans on testing whether or not students will like her new energy drink by showing pictures of her drink and the other leading brands to students outside the student union. If the majority of students prefer the picture of her product, she will go ahead with the product launch. Tracy may have a problem with the ___________ of her measurement in this market research project.

Validity

Jiwon is thinking of developing a candy specifically for college students. She thinks that college students would buy candy if it had caffeine in it. Before she invests a lot of money in candy making equipment, she conducts ___________ research to find out if there is a relationship between caffeine and candy sales for college students?

Descriptive

Jiwon is thinking of developing a candy specifically for college students. Before she begins manufacturing, she has decided to conduct some research to determine whether or not she should include caffeine in the candy. If the results show students prefer caffeine, she will market it as a caffeine product. If the results show students don't care about caffeine, she will market it as an energy product. Jiwon is probably in the __________ stage of the market research process?

Define the problem

What would a reader expect to find in the limitations section of a research report?

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

Doc Robertson Designs is a high end fashion boutique for professional men. As part of their data mining program, they identified customers who had spent more than $1,000 on merchandise in the past and who had not made a purchase in the past 18 months. These customers were invited to an invitation-only sales event where they could purchase anything in the store for 35% off. This is an example of using data mining for _________?

Customer retention

A _____________ sample means that every person in the population of interest has a known chance of being included in the research.

Probability

Which of the following sampling techniques is a nonprobability sample as listed in your text?

Quota sample

What is the difference between a research objective and a management objective as described in your text?

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

Which of the following research techniques is most likely to be used in descriptive research?

Survey questionnaire

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.

Exception

Yuli is the California regional manager for a suntan lotion company. Tomorrow morning she must meet with her supervisor for her annual performance review. In preparation for the meeting, she prints a copy of a routine ____________ showing her performance for the year compared to her goals.

Progress report

One of the barriers to creating intelligence within an organization is?

Sometimes people don't do the paperwork asked of them.

Yuli is the California regional manager for a suntan lotion company. Currently the company does not have a distributor in San Francisco. Yuli will use the company's marketing information system to decide whether or not to add a distributor in Northern California. This is an example of a(n) ___________ decision?

Ad-hoc

One of the major issues to consider when designing the computer systems to support a marketing information system is?

Will decision makers need to be able to manipulate the data

What is the difference between data and intelligence as discussed in class?

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

Which of the following IS a probability sample?

Random sample

A(n) ___________ is a conscious choice from among two or more alternatives?

Decision

What is the difference between data and information as discussed in class?

A datum is a fact; information is a fact that is used in making a decision

One of the main ADVANTAGES of observational data collection is?

People frequently are unaware or unable to say what their true motivation is.

Which of the following is NOT a typical application of data mining as discussed in class?

Product abandonment

Which of these is NOT an 'environment' typically covered in an environmental scan?

promotion

Which of the following research techniques is most likely to be used in Causal research?

Controlled experiment

Which of the following is NOT a typical application of data mining as discussed in class?

product abandonment

Which of the following statements about a decision support system is FALSE?

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

According to your text, which of the following is NOT an advantage of internet surveys?

Advanced statistical analysis

Which of the following is NOT a source of internal data used in a marketing information system?

an information silo

Which of the following is NOT a requirement for causal research?

focus group

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