【正文】 telephone, personal, or online interview.Mail Questionnaire The mail questionnaire is the best way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers. A) Mail questionnaires require simple and clearly worded questions.B) The response rate is usually low and/or slow.Telephone Interviews Telephone interviewing is the best method for gathering information quickie.A) The interviewer is also able to clarify questions if respondents do not understand them.B) The response rate is typically higher than in the case of mailed questionnaires.C) The main drawback is that the interviews have to be short and not too personal.D) The “Do Not Call” registry.Personal Interview Personal interviewing is the most versatile method.A) The interviewer can ask more questions and record additional observations about the respondent.B) It is the most expensive method.C) Subject to interviewer bias or distortion.D) Personal interviewing takes two forms:1) Arranged interviews.2) Intercept interviews. Review Key Definitions here: arranged and intercept interviewsOnline Interview There is an increase in the use of online methods. There are so many ways to use the “Net” to do research.A) A pany can include a questionnaire on its Web site.B) Place a banner on some frequently visited site such as Yahoo!C) The pany can sponsor a chat room or bulletin board.D) Host a realtime panel or virtual focus group.E) Learn about how individuals who visit its site by following how they clickstream through the Web site. F) Online product testing is also growing and providing information much faster than traditional marketing research techniques used to develop new products.Step 3: Collect the Information The data collection phase of marketing research is generally the most expensive and the most prone to error. A) In the case of survey, four major problems arise:1) Some respondents will not be at home and must be contacted again and again.2) Other respondents will refuse to cooperate.3) Others will give biased or dishonest answers.4) Some interviewers will be biased or dishonest. B) Data collection methods are rapidly improving thanks to puters and telemunications. C) Some research firms interview from a centralized location and enter information directly into a puter. Step 4: Analyze the Information The nexttolast step in the process is to extract findings from the collected data. The researcher tabulates the data and develops frequency distributions. A) Averages and measures of dispersion are puted for the major variables.B) The researcher will also apply some advanced statistical techniques and decision models in hope of discovering additional findings. Step 5: Present the Findings The researcher should present findings that are relevant to the major marketing decisions facing management. Step 6: Make the Decision The managers who missioned the research need to weigh the evidence. Table summarizes the seven characteristics of good marketing research.A) A growing number of organizations are using a marketing decision support system to help marketing mangers make better decisions. B) A marketing decision support system (MDSS) is defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware, by which, an organization gathers, interprets relevant information from business and environment, and turns it into a basis for marketing action. C) A classic example is the CALLPLAN model that helps salespeople determine the number of calls to make, per period, to each prospect and current clients. Review Key Definitions here: marketing decision support systemOvering Barriers to the Use of Marketing Research In spite of the rapid growth of marketing research, many panies still fail to use it sufficiently or correctly, for several reasons:A) A narrow conception of the research.B) Uneven caliber of researchers.C) Poor framing of the problem.D) Late and occasionally erroneous findings.E) Personality and presentational differences.MEASURING MARKETING PRODUCTIVITY An important task of marketing research is to assess the efficiency and effectiveness of marketing activities.A) Marketers, increasingly, are being held accountable for their investments and must be able to justify marketing expenditures to senior management.B) Marketing research can help address this increased need for accountability.C) Two plementary approaches to measure marketing productivity are:1) Marketing metrics to assess marketing effects.2) Marketing mix modeling to estimate causal relationships and how marketing activities affects outes.Marketing Metrics Marketing metrics is a set of measures that help firms to quantify, pare, and interpret marketing performance.A) Marketing metrics can be used by brand managers to design marketing programs. B) Marketing metrics can be used by senior managers to decide on financial allocations.C) Many marketing metrics relate to customerlevel concerns such as their attitudes and behavior.D) Others relate to brandlevel concerns such as market share, relative price premium, or profitability. Table is a sample marketing metrics .E) Firms are also employing organizational processes and systems to make sure that the value of all of these different metrics is maximized by the firm.F) A summary set of relevant internal and external measures can be assembled in a marketing dashboard for synthesis and interpretation.G) As input to the marketing dashboard, panies can prepare two marketbased scorecards that reflect performance and provide possible early warning signals.H) A customerperformance scorecard records how well the pany is doing year after year on such customerbased measures. 1) Norms should be set for each measure. Table shows such customer