Exam 4: Decision Support Systems and Marketing Research

When Mars Candy used computerized mall intercept interview techniques to determine how and when people buy chocolate,it would have most likely used either computer-assisted personal interviewing or computer-assisted self-interviewing.

So far this season,the average combined attendance for the Washington Nationals and Baltimore Orioles ranks fourth of the five major league markets with more than one team.Research done by the Washington Post shows attendance in the Baltimore-Washington region trails Los Angeles,New York,and San Francisco-Oakland,but is slightly ahead of Chicago.Which type of data would Major League Baseball be using if it used this research to determine how competition affects attendance figures?

What is the term for a specially designed phone room used to conduct telephone interviewing?

An engineer from Volkswagen's European headquarters spent three and a half hours on a Greyhound bus to experience the vast distances North Americans travel in their automobiles and to try to understand why North Americans treat their automobiles as rolling extensions of their living rooms. -Refer to Volkswagen.What kind of research methods did the German automobile manufacturer use?

Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More supermarkets have installed an electronic marketing system in their stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's cheque-cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases.As with most customer databases,demographic information is gathered for subsequent offers to frequent-shopper club members,and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases.Generally,marketing to these consumers achieves better results than free-standing insert (FSI)coupons and flyers. -Refer to Sav-More Supermarkets.Al Edisto,Sav-More's frozen-food manager,decided to survey each customer who stops in front of the frozen orange juice section on Saturday.What is this type of sample called?

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer,you emphasize the necessity of having a sample that is representative of the population.What type of sample must be used?

Colgate-Palmolive benefited from research providing interesting information on the state of toothbrushes and brushing habits.Which type of research did the company use to watch consumers in their homes brushing their teeth?

If a researcher wanted to look at responses to pet ownership questions as they relate to age and educational level of respondent,which analysis approach would he or she use?

List three reasons that a manufacturer of health and beauty aids might want to use Internet marketing research as opposed to some other method for marketing research.