ESSAY QUESTIONS

CHAPTER 7 Decision Support Systems and Marketing Research

1. What is marketing research? Name and briefly describe the three functional roles of marketing research. Then discuss two possible benefits of marketing research to managers.

2. What are the steps of the marketing research process?

3. Name six advantages and three disadvantages to conducting a survey on the Internet. What can be done to avoid getting an unrestricted sample on the Internet?

4. A marketing researcher has many options when designing a questionnaire. However, some questions are better than others for obtaining responses. Match each survey question example with its definition by placing the matching letter in the blank to the left of the example. Each letter is used only once.

A. Open-ended question
B. Closed-ended dichotomous question
C. Closed-ended multiple-choice question
D. Scaled-response question
E. Ambiguous question
F. Two questions in one
G. Biased/leading question

_____ What is your favourite brand of athletic shoe?
_____ Nike _____ L.A. Gear _____ Reebok _____ Other

_____ Do you currently own a pair of athletic shoes?
_____ YES _____ NO

_____ What are your opinions about owning a pair of Nike shoes?

_____ Do you think Nikes and Reeboks are good quality shoes?

_____ Why do you think Nikes are such excellent shoes?

_____ Now that you know about Nike athletic shoes, would you ...
_____ Definitely buy
_____ Probably buy
_____ Might or might not buy
_____ Probably not buy
_____ Definitely not buy

_____ If you are thinking of buying a pair of Nikes, will you be buying soon?
_____ YES _____ NO

Essay Question Solutions