Exam 4: Decision Support Systems and Marketing Research

As the Winnipeg Jets planned its first marketing research project,why would its marketing director recommend it use primary data?

When people are hired to record traffic patterns in a shopping mall,what type of research are they engaging in?

Pulte Homes,a national home builder,needs to control costs.Research done by Pulte Homes determined that 80 percent of its homebuyers selected the same countertops,floors,carpets,and toilets.Pulte Homes cut its costs by reducing the variety of options offered without having any effect on the majority of its buyers.Which type of data did it use to do this?

A decision support system (DSS)involves the planning,collection,and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.

What does the research design specify?

What is a major limitation of the mall intercept interview?

Which type of error arises if the sample drawn from a population differs from the target population?

In a survey for her marketing class,Allicia interviewed 80 randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of which type of error?

Which of the following is a scanner-based,sales-tracking service for the consumer packaged-goods industry that tracks retail sales,consumer purchasing information,and promotional activity for all bar-coded products?

The most popular technique for gathering primary data is statistical analysis.

When the Winnipeg Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.It was important that the survey have a relatively low cost and offer anonymity to respondents to ensure candid answers.Which form of survey research should AMN have used?

When a manager is faced with alternative solutions to a problem,he or she should not immediately call for marketing research.The first decision to make is whether to conduct marketing research at all.Name and briefly discuss two situations in which it is best not to conduct marketing research.

According to marketing research conducted by the Specialty Equipment Market Association (SEMA),a growing number of people want to buy compact-performance cars and customize them.They want to turn Honda Civics,Acura Integras,and Mitsubishi Eclipses into personalized statements of automotive expression.Eighty-four percent of these people are under 30,and 42 percent are of Asian descent.More than 80 percent of them are men.SEMA research shows that a high percentage of this population is interested in finding a domestic car that can be customized.At a recent automotive aftermarket show,Ford showed three Focus-based concepts to demonstrate its seriousness about reaching this market. -Refer to SEMA.What type of research would have been done if SEMA researchers had gone to parking lots and counted the number of customized vehicles and noted the different ways they were customized?

According to marketing research conducted by the Specialty Equipment Market Association (SEMA),a growing number of people want to buy compact-performance cars and customize them.They want to turn Honda Civics,Acura Integras,and Mitsubishi Eclipses into personalized statements of automotive expression.Eighty-four percent of these people are under 30,and 42 percent are of Asian descent.More than 80 percent of them are men.SEMA research shows that a high percentage of this population is interested in finding a domestic car that can be customized.At a recent automotive aftermarket show,Ford showed three Focus-based concepts to demonstrate its seriousness about reaching this market. -Refer to SEMA.Which of the following would the type of research gathered by SEMA be classified as?

In which of the following situations would a marketing researcher be most likely to use executive interviews?

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.What is the name for the creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system?

Which of the following collect data on two different projects using one questionnaire?

Low response rate is a problem commonly associated with which of the following?

To save money on marketing research,a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of secondary data.

What is the process of planning,collecting,and analyzing data relevant to marketing decision making when the results of this analysis are then communicated to management?