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decision support system correct answers a systematic approach to collecting information to help managers make decisions effective support systems characteristics correct answers 1. information collected must be collected systematically 2. information collected must be relevant to specific manag...

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decision support system correct answers a systematic approach to collecting information to help
managers make decisions

effective support systems characteristics correct answers 1. information collected must be
collected systematically
2. information collected must be relevant to specific managerial decisions, so the information
must have purpose and be useful for a specific decision
3. the system should be flexible, capable of being sorted, manipulated, totaled, averaged, and
combined differently so that different managers can answer different questions

market research correct answers a more general term that covers external research investigating
one of three components of the market: customers, competitors, or the company

-customer preferences on a specific brand

marketing research correct answers research focused on assessing the effectiveness of a specific
marketing tool or tactic

-which product feature changes might increase sales the most?

the market research process correct answers 1. define the problem/opportunity
2. develop a research plan
3. collect data
4. analyst the data
5. prepare and present findings
6. outline follow up and create an action plan

step 1: define the problem correct answers -problems/opportunities can be short-term and
specific or long-term and more general
-a common mistake is focusing on symptoms instead of problems in this stage (why are we
declining/why are customers switching)
-it is important to involve all of those related to the problem or opportunity at the very beginning
of a research project to make sure the focus is identified appropriately
**most difficult step**
managers usually focus on short-term problem

3 primary goals in research design correct answers 1. exploratory research
2. descriptive research
3. casual research

exploratory research correct answers aims to discover insights related to a problem or
opportunity

, -goal is understanding
-typically used as a foundation for additional research

descriptive research correct answers seeks to describe something
-typical goals include answering who, what, when, and where something happened
-often leads to additional research but can also lead directly to action

casual research correct answers seeks to determine the effect of one variable on another
-often used to explain how something will change based on marketing activities

qualitative research correct answers -used by marketers to gain a more in-depth understanding of
a marketing problem
-collecting non-numerical data from customers

quantitative research correct answers -used by marketers to count, classify, and measure things
related to a marketing problem
-often used to assess the relative importance of something the marketer is interested in

primary data source correct answers information newly collected specifically for the research
purpose

-key advantage is relevance

secondary data source correct answers data collected for another purpose that can be used to
address a research problem

-typically less costly than collecting primary data, can be incomplete or too old to be useful

observation (qual.) correct answers involves watching what customers do and recording patterns
of interest

ethnography (qual.) correct answers borrowed from anthropology, studies behavior in a natural
context

focus group (qual.) correct answers small group of 3-12 people assembled to provide feedback
about a specific topic

personal interviews (qual.) correct answers guided interactions with individuals

surveys (quan.) correct answers sets of questions administered electronically, via telephone, or in
person, and are the most common data collection method for quantitative research

experiments (quan.) correct answers researcher controls or manipulates one variable while
observing the impact of that variable on another variable

-use field studies

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