Exam 8: Decision Support Systems and Marketing Research

The owner of a small amusement park wanted to know how his employees interacted with park guests.Which of the following research methods is most appropriate for learning this information?

A search engine:

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.This is a:

After McDonald's Canada introduced a Lighter Choice menu,its researchers conducted intercept interviews in store and asked consumers,"What motivated you to buy a Veggie Burger?" and " If you were to change the product in any way,how would you?" These are examples of:

Flora Padjan would be engaged in observation research if she asked people in a discount store to show her what they had purchased.

Suppose the American Red Cross sent out a questionnaire that included the question "Why are so many people reluctant to donate blood?" This would be an example of a(n):

_____ research depends on watching what people do.

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.If all people with computers were allowed to participate in the survey,a _____ error would exist.

Internal company information such as invoices,data from previous marketing research studies,and historical sales data are sources of secondary data.

_____ is the creation of a large computerized file of customers' and potential customers' names,profiles,and purchase patterns.

Mystery shoppers engage in a form of:

A private academy for children with learning disabilities has noticed a steadily declining enrollment in spite of the addition of several scholarships.Before conducting any marketing research to explain the decline in enrollment,the school's staff will need to:

Mel and Mimi is the name of an upscale boutique that has outgrown the building it has been located in for the last two decades.Its owners want to know how its customers will react to a move and if the addition of new product lines will make the new location more attractive to its loyal customers.The store's owners have surveyed several of their customers to gauge their reaction to various potential locations and changes in product lines.The survey results are an example of _____ data.

Low response rate is a problem commonly associated with:

C&S Manufacturing Company makes gift wrapping paper and ribbons.It wants to add fifteen square feet to its most popular rolls of wrapping paper and keep the individual 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.

Marketing managers would typically use marketing research to:

What is survey research? How does survey research differ from observation research? Name six popular forms of survey research.

A researcher wants to determine what percentage of the population in the Southeastern United States would use a mass transit system if it were well-maintained.He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every 100^th page as his sample.He has made a _____ error.

Adidas,the athletic shoe manufacturer,wants to collect data on consumer receptivity to its newest product line extension--Adidas perfume,a perfume with a floral scent.The marketing research director has recommended using a mail panel operated by NPD Research.What can Adidas expect from a mail panel?

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