Exam 8: Decision Support Systems and Marketing Research

Competitive intelligence allows managers to:

A _____ error arises if the sample drawn from a population differs from the target population.

A university hospital is interested in getting a cross-section of patients' opinions on proposed changes which will make the hospital stay more like a motel stay in terms of amenities.The cost of the new amenities will be reflected in higher rates.The university hospital used a random number table to select participants from the list of patients who are currently in the hospital.This is an example of a(n)_____ sample.

Marketing research has three functional roles.These roles are:

In a survey about new washing machine features,survey respondents were asked,"How often do you wash clothes? Check one: once a month,twice a month,every week,twice week,more than twice a week." This is an example of a(n)_____ question.

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefers something sweet for breakfast like a doughnut,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

Which of the following is the BEST example of an effective question on a mail survey?

Using a computer and modem,a researcher can make use of a worldwide telecommunications network with access to data,pictures,sound,and files without regard to their physical location or the type of computer on which they reside.This process makes use of:

Ashanti Dover is considering mall intercept interview techniques for collecting some primary data.She can choose between computer-assisted personal interviewing and computer-assisted self-interviewing.

What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.

SCENARIOS Sav-More Supermarkets 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 its stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses barcode 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. -Refer to Digital Divide.The sample for the research project was a _____ sample in which the population was divided into exclusive groups based on ethnicity.Then every member of each group had a known and equal chance of selection for participation.

Which of the following statements about the mall intercept interview is true?

Larry has to interview twenty people who are not part of the college community for his marketing research class project and decides to use his relatives and their neighbors.This is a _____ sample.

Avon Meadows Travel Agency has seen its number of customers decline by almost 15 percent in the last two years.The agency needs to understand the reason(s)for the decline before it can make plans to reverse the trend.The agency's manager has identified problem as a decreased number of vacationers willing to travel by airplane.What is its next step in the marketing research process?

A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley's new location.

Bruno Harkin would like to open a local delivery service in his hometown,but he has no idea who his competitors might be.Harkin should first use which of the following external sources of competitive intelligence?

The two major scanner data suppliers are Information Resources Incorporated (IRI)and the A.C.Nielsen Company; each has about half the market for single-source research.

TNT cable channel began using the slogan,"TNT knows drama," in early 2002.It wants to determine how its viewership has changed since it has changed its programming focus.It has decided to use secondary data to determine if its viewers' demographics have changed.A potential disadvantage of this research plan is:

Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.This information gathered would be an example of primary data.

SCENARIOS Sav-More Supermarkets 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 its stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's check cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses barcode 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. -Refer to SEMA.If the result of the SEMA research was an imperfect representation of the overall population,then a _____ error would have occurred.