Exam 8: Decision Support Systems and Marketing Research

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

Loic Bizel has a unique job.His mission is to walk the streets of Japan and locate fads.According to Bizel,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Bizel conducting?

Research by Morgan Stanley revealed that 72 percent of the United States is willing to try flavored colas.Since the cola industry is stagnant in most areas of the country,this is important data.Marketing research on how best to use this information will begin with the:

A true marketing decision support systems (DSS)should be:

The marketing research problem:

List in order the seven steps of the marketing research process.

What is competitive intelligence and how is it used? Provide an example.

Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also insights for necessary changes.

Once adequate amounts of data have been collected,the researcher should present the report.

The first step in the marketing research process is to:

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?

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed marketing research in its _____ role.

A regional supermarket chain gathers monthly information from the same consumers.It continuously monitors the in-store promotion 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.This is an example of::

In the late 1990s,Cincinnati-based Procter & Gamble launched Dryel product,which allowed consumers to dry-clean their clothes in a dryer.Before launching the product,P&G researchers visited consumers' homes and watched as people they sorted laundry,creating piles of darks,and whites,delicates,and a pile,which would go to the dry cleaners because they were unsure how to clean it.This was an example of _____ research.

A(n)_____ sample is characterized by every element in the population having a known nonzero probability of being selected.

Comment on the following statement: "Internet surveys are superior to mail surveys."

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.A retailer that used the Forrester Research to target its Internet retailing Web site to select an ethnic group for target marketing would be using a _____ sample.

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 KEZZ.The yes/no questions about listening to particular stations are an example of:

_____ is essential to the success of focus-group research.