Devry MKTG320 final exam

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Question 1. 1. (TCO 1) Explain what an information system is. (Points : 22)

Question 2. 2. (TCO 2) Your employer (a Cable TV company) would like to learn why certain geographic areas have below average penetration in order to decide what action to take to improve the penetration. The relevant research objectives are to: (1) describe the non-cable TV user in low penetration areas, and (2) test specific hypotheses as to the reasons why people in the area do not have cable TV. Identify and explain problems that must be overcome before the objectives can be achieved? (Points : 22)

Question 3. 3. (TCO 3) In determining a location for a convenience copying center, what kinds of secondary data should be available for each proposed location? (Points : 22)

Question 4. 4. (TCO 4) Provide examples where a product audit would be much more suitable. Provide examples where a Nielsen store audit would be more useful. (Points : 22)

Question 5. 5. (TCO 5) Explain the similarities and differences between a nondirective interview and a semi-structured interview. (Points : 22)

Question 6. 6. (TCO 6) Explain the observational method, both pros and cons. (Points : 22)

Question 7. 7. (TCO 7) Evidence suggests that the biasing effects of an interview are more serious in a personal interview. There are several reasons: personal interviews are longer, are more like social interactions, accentuate problems of prestige seeking, social desirability, and the physical presence of the interviewer means there are many more non-verbal cues to which the respondent may react. Explain how to minimize biasing in a personal interview. (Points : 22)

Question 8. 8. (TCO 8) Define sampling efficiency and explain possible ways to increase sampling efficiency. (Points : 22)

Question 9. 9. (TCO 9) Define simple random sampling and systematic sampling, including an example of use. (Points : 22)

Question 10. 10. (TCO 10) Parker Foods has just developed a new product. What factors should Parker Foods consider in deciding whether to use a test market for the product? (Points : 22)