Exam 4: Decision Support Systems and Marketing Research

Which type of sampling error is created when the sample actually interviewed differs from the sample drawn?

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.The SEMA research was done by asking questions like,"What features have you added to your car that reflect your personality?" What is this type of question an example of?

The quality of secondary data should never be questioned.

List five non-computer-based sources of competitive intelligence.

Which type of sample is characterized by every element in the population having a known statistical likelihood of being selected?

A Calgary television station wants to determine how its viewership has changed since it has changed its programming focus.It has decided to use secondary data to determine whether its viewers' demographics have changed.What is a potential disadvantage of this research plan?

C&S Manufacturing Company makes gift wrapping paper and ribbons.It wants to add 15 square feet to its most popular rolls of wrapping paper and keep the price of each roll at $4.95.C&S Manufacturing wonders if the additional paper footage would increase sales enough to offset the higher costs.What type of primary data research should the company use to answer this question?

What is the term for the creation of a large computerized file of customers' and potential customers' names,profiles,and purchase patterns?

Which of the following specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed?

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem.What are these data called?

Refer to Sun-Rype Products.Which type of data was the company gathering?

Which of the following is NOT an example of secondary data?

In order for a firm to become a more efficient and effective competitor,it can assess its competition.What does such a competitive assessment require a company to engage in?

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,noticed sales of orange juice have fallen,and he wanted to set up a marketing research project to determine possible reasons for the decline.He first studied the data from the database system discussed above.What are these data called?

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

An example of a good open-ended question would be,"Do you prefer dark chocolate or milk chocolate?"

Define a marketing decision support system (DSS).Name and briefly describe three characteristics of a true DSS.

A research manager decides to pick households for interviews by selecting street intersections at random,and then using a given route for the interviewers to follow-such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left.What is this called?

A regional supermarket chain gathers monthly information from the same consumers.It continuously monitors the in-store promotions the consumers are exposed to and records their purchases.It uses the mail to send different promotions to different areas,and consumers complete diaries recording grocery purchases in return for a small fee.What is this an example of?