76) Write a short essay explaining the differences between a marketing information system

and a decision support system.

Answer: Developed to overcome the limitations of MIS, decision support systems (DSS)
enable decision makers to interact directly with databases and analysis models. The table
below gives the comparison information shown in Figure 1.7 in the text.
Marketing Information System Decision Support Systems
∙ Structured Problems ∙ Unstructured Problems
∙ Use of Reports ∙ Use of Models
∙ Rigid Structure ∙ User-Friendly Interaction
∙ Information Displaying
Restricted ∙ Adaptability
∙ Can Improve Decision Making by∙ Can Improve Decision Making by
Clarifying Raw Data Using "What If" Analysis
71) A problem audit, which involves extensive interaction between the DM and the
researcher, can greatly facilitate problem definition by determining the underlying
causes. The interaction between the researcher and the DM is facilitated when one or
more people in the client organization serve as a liaison and form a team with the
marketing researcher. In order to be fruitful, the interaction between the DM and the
researcher should be characterized by the seven Cs. List and describe the seven Cs.
Answer:
1. Communication. Free exchange of ideas between the DM and researcher is essential.
2. Cooperation. Marketing research is a team project in which both parties (DM and
researcher) must cooperate.
3. Confidence. The interaction between the DM and the researcher should be guided
by mutual trust.
4. Candor. There should not be any hidden agendas, and an attitude of openness
should prevail.
5. Closeness. Feelings of warmth and closeness should characterize the relationship
between the DM and the researcher.
6. Continuity. The DM and the researcher must interact continually rather than
sporadically.
7. Creativity. The interaction between the DM and the researcher should be
creative rather than formulaic.
86) Compare and contrast the exploratory, descriptive, and causal research designs
(Table 3.2 in the text).
Answer: A comparison of the basic research designs appears in Table 3.2 in the text.

The objective of exploratory design is to discover ideas and insights; of descriptive

design is to describe market characteristics; of causal design to determine cause and
effect or functions.
The characteristics of exploratory design include flexibility, versatility, and that it is
often used as the front end of total research design. The characteristics of descriptive
design include its preplanned and structured design and that it is marked by the prior
formulation of specific hypotheses. The characteristics of causal design include the fact
that mediating variables must be controlled for and that one or more independent
variables are manipulated.
Methods using exploratory design include expert surveys, pilot surveys, secondary data
(which is analyzed qualitatively), and qualitative research. Methods using descriptive
design include secondary data (which is analyzed quantitatively), surveys, panels, and
observational and other data. Methods using causal design include experiments.
90) Briefly define and discuss random sampling error, non-sampling error, and the two
major types of non-sampling error.

Random sampling error occurs because the particular sample selected is an imperfect
representation of the population of interest. Random sampling error is the variation
between the true mean value for the population and the true mean value for the original
sample.
Non-sampling errors can be attributed to sources other than sampling, and they may be
random or nonrandom. They result from a variety of reasons, including errors in
problem definition, approach, scales, questionnaire design, interviewing methods, and
data preparation and analysis.
Non-response error arises when some of the respondents included in the sample do not
respond. The primary causes of non-response are refusals and not-at-homes. Non-
response will cause the net or resulting sample to be different in size or composition
from the original sample. Non-response error is defined as the variation between the
true mean value of the variable in the original sample and the true mean value in the
net sample.
Response error arises when respondents give inaccurate answers or their answers are
mis-recorded or mis-analyzed. Response error is defined as the variation between the
true mean value of the variable in the net sample and the observed mean value obtained
in the marketing research project.

80) Discuss the advantages and uses of secondary data.

Answer: Secondary data are easily accessible, relatively inexpensive, and quickly
obtained. Secondary data can help you:
∙ Identify the problem
∙ Better define the problem
∙ Develop an approach to the problem
∙ Formulate an appropriate research design (for example, by identifying the key
variables)
∙ Answer certain research questions and test some hypotheses
∙ Interpret primary data more insightfully
81) List the issues to be considered when evaluating secondary data using the
specification/methodology criteria (Table 4.2 in the text).
Answer:
∙ Data collection∙ Response rate∙ Quality of data∙ Sampling technique∙
Sample size∙ Questionnaire design∙ Fieldwork ∙ Data analysis

77) Discuss the personal interviewing methods.

Answer: Personal interviewing methods may be categorized as in-home, mall intercept,
or computer-assisted. In personal in-home interviews, respondents are interviewed
face-to-face in their homes. The interviewer's task is to contact the respondents, ask the
questions, and record the responses. In mall intercept personal interviews, respondents
are intercepted while they are shopping in malls and brought to test facilities in the
malls. The interviewer then administers a questionnaire as in the in-home personal
survey. The advantage of mall intercept interviews is that it is more efficient for the
respondent to come to the interviewer than for the interviewer to go to the respondent.
In computer-assisted personal interviewing (CAPI), the respondent sits in front of a
computer terminal and answers a questionnaire on the computer screen by using the
keyboard or a mouse. Help screens and courteous error messages are also provided.
The colorful screens and on- and off-screen stimuli add to the respondent's interest and
involvement in the task.
95) Compare and contrast qualitative and quantitative research (Table 5.1 in the text)
Answer: The differences in the two methodologies are summarized in Table 5.1 in the
text.
The objective of qualitative research is to gain qualitative understanding of the
underlying reasons and motivations while the objective of quantitative research is to
quantify the data and generalize the results from the sample to the population of
interest.

Samples used in qualitative research consist of small and nonrepresentative cases while
those used in quantitative research consist of large and representative cases.
The data collection for qualitative research is unstructured while quantitative research
is structured.

Qualitative research utilizes nonstatistical data analysis and quantitative research

utilizes statistical data analysis. The outcome for qualitative research is to develop an
initial understanding. The outcome for quantitative research is to recommend a final
course of action.

99) Discuss the advantages of online focus groups.

Answer: People all over the country and the world can participate and the client can
observe the group from the convenience of the home or office. Geographical constraints
are removed and time constraints are lessened. You have the unique opportunity to
contact group participants again at a later date, to revisit issues, or introduce them to
modifications in material presented in the original focus group. The Internet enables
the researcher to reach segments that are usually hard to survey: doctors, lawyers,
professionals, working mothers, and others who lead busy lives and are not interested in
taking part in traditional focus groups. Moderators may also be able to carry on side
conversations with individual respondents, probing deeper into interesting areas.
Because there is no travel videotaping, or facilities to arrange, the cost is much lower
than for traditional focus groups.

100) Discuss the disadvantages of online focus groups.

Answer: Only people that have and know how to use a computer can be surveyed
online. Because the name of an individual on the Internet is often private, actually
verifying that a respondent is a member of a target group is difficult. To overcome this
limitation, other traditional methods such as telephone calls are used for recruitment
and verification of respondents.
Another factor that must be considered is the lack of general control over the
respondent's environment and their potential exposure to distracting external stimuli.
Because online focus groups could potentially have respondents scattered all over the
world, the researchers and moderator(s) have no idea what else the respondents may be
doing while participating in the group. Only audio and visual stimuli can be tested.
Products cannot be touched (e.g., clothing) or smelled.