1. Using databases for marketing research is fundamentally different from traditional marketing research in that database research:
collects and analyzes individual level data
costs more.
relies on computers and software to develop and manage
is more short oriented
is easier to implement
2. Toy designers at Mattel conduct marketing research to
discover how children play and what they like to play with. For
Mattel, the immediate research objective is to decide whether to
continue to market the old Chatter Telephone design or a new
design. The old, original Chatter Telephone was simply a wooden
phone with a dial that rang a bell. However, observers noted that
the children kept grabbing the receiver like a handle to pull the
phone along behind them. So a designer created a new Chatter
Telephone, one with wheels, a noisemaker, and eyes that bobbed up
and down. What would be the MOST LIKELY
measure of success Mattel would use to determine which design
should be selected?
age
gender
playtime
cost
advertising
3. Secondary data are the
facts and figures that have already been recorded before the project at hand.
facts and figures that are newly collected for the project at hand.
facts and figures obtained by watching people mechanically rather than in person.
facts and figures obtained by asking people questions through the use of information technology.
conclusions developed from information obtained from a representative sample of a population.
4. The MIS (Marketing Information System) includes:
A mainframe computer
Only internal sources of information
Internal and external sources of information
Only external sources of information
A website
5. The primary role of Marketing Research should be to
Make decisions for management
To confuse the competition
Confirm the correctness of past decisions
Learn more about your customers
Reduce the risk in managerial decision making
Experts are only allowed to answer 4 questions at a time, please do not downvote. :)
1. relies on computers and software to develop and manage: Using the databases for the marketing research would totally rely on the computers and the softwares to develop and manage the data and marketing.
2. playtime: The measure of success that Mattel could use for determining the design of the telephone would depend upon on the playtime of the children buying as the same telephone could be made for ages and genders as well.
3. facts and figures that have already been recorded before the project at hand: Secondary data is described as the facts and the figures that have already been recorded and we are using it for the project at hand.
4. Internal and external sources of information: The marketing information system would have both internal as well external sources of information to make effective decisions.
1. Using databases for marketing research is fundamentally different from traditional marketing research in that database...
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