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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)
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