Exam 9: Decision Support Systems and Marketing Research

Questionnaires include three basic types of questions: open-ended,closed-ended,and scaled-response.

The characteristics of a true DSS are interactive,flexible,discovery-oriented,and accessible.

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Possible answers were book club catalogs,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service.You need a sample of at least 300 people who spend at least $100 weekly at the supermarket,and you don't have a lot of money to conduct the research.You should use:

A simple random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample.

While many economic indicators have been negative during the first half of 2009,the Wall Street Journal recently reported that U.S.retail sales were actually up in April.In fact,the performance of 61% of the retailers in the study topped analysts' expectations.If Costco used this report as factor in their expansion plans they would be using _____ data.

Marketing research should not be undertaken when:

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population.

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health.A large insurance company is willing to sponsor a meeting of the nation's largest organic growers,pesticide producers,and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy.What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?

Callaway Golf Co. Callaway Golf Co.has long been a leader in women's golf equipment,but it wanted to expand its lead in this growing sector of the market.While Callaway's technical people knew what could be done with design,they did not know exactly what women wanted in their clubs.Callaway management decided what it needed to do was to bring the technicians and women golfer together.Beginning about three years ago Callaway sent a team of researchers,designers,and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida.In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced,competitive golfers that wanted to own the latest equipment.Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers.Further,Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market.Basically the research team observed the women playing golf and listened to their comments and concerns.The information gathered by this research team was built into every aspect of the design of a new golf club,including the feel of the club,the length of the club shaft and size of the club head,and the weight of the club.When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback.That feedback was then used to refine the club design.This process went on until the women said the new clubs worked.The entire process from original prototype to final product took a little less than one year. -Refer to Callaway Golf.When Callaway researchers asked questions like "Now that you have played with the new club,how likely would you say you would be to buy it?" they asked golfers to respond on the following scale: 1 = would definitely not buy it 2 = would probably not buy it 3 = might or might not buy it 4 = would probably buy it 5 = would definitely buy it What type of Question is this?

What is the moderator's role in online focus groups?

For what kind of research would a marketer use Channel M2?

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Because online surveys are still in their infancy,there are limited methods of conducting online surveys.

Callaway Golf Co. Callaway Golf Co.has long been a leader in women's golf equipment,but it wanted to expand its lead in this growing sector of the market.While Callaway's technical people knew what could be done with design,they did not know exactly what women wanted in their clubs.Callaway management decided what it needed to do was to bring the technicians and women golfer together.Beginning about three years ago Callaway sent a team of researchers,designers,and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida.In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced,competitive golfers that wanted to own the latest equipment.Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers.Further,Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market.Basically the research team observed the women playing golf and listened to their comments and concerns.The information gathered by this research team was built into every aspect of the design of a new golf club,including the feel of the club,the length of the club shaft and size of the club head,and the weight of the club.When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback.That feedback was then used to refine the club design.This process went on until the women said the new clubs worked.The entire process from original prototype to final product took a little less than one year. -Refer to Callaway Golf.An experimental approach to evaluating the quality of the new Callaway golf clubs would be to have the women golfers to play two rounds of golf,one with their own clubs and one with the new Callaway clubs.The golfers results for the two rounds could then be compared to help determine which clubs were the best.What is normally the most difficult aspect of conducting experimental research?

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

To help understand why sales of Keebler Sweet Spot shortbread cookies had dropped off the company used marketing research to gather factual information to help understand the problem.The gathering of factual statements is an example of marketing research in its _____ role.

The best experiments are those in which:

Radio One is the largest U.S.radio broadcasting company targeting Black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called: