Question

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

Answer 1

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.