Exam 8: Decision Support Systems and Marketing Research

Marketing research should not be undertaken when:

Managers must combine specific pieces of information needed to identify the marketing research problem.Their _____ is to provide insightful decision-making information.

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.The type of research gathered by SEMA would have the role of being:

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.The SEMA research was done by asking questions like,"What features have you added to your car that best reflect your personality?" This type of question is an example of a(n)_____ question.

Information that is collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

_____ occurs when a sample,in some ways,is not representative of the target population.

In a survey of consumer buying habits,Visa Canada asked Canadian shoppers,"Do you ever buy holiday gifts for your pets? This would be an example of a(n)_____ survey question.

When the Boston 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 had a relatively low cost and offer anonymity to respondents to ensure candid answers.Which form of survey research should AMN have used?

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.Cicarelli's research design involves utilizing a questionnaire via telephone.This method best represents which type of research:

The two types of online focus groups are:

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.Cicarelli's review of the current research information represents a study of _____ data.

What are metasearch engines?

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.What type of research would have been done if SEMA researchers went to parking lots and counted the number of customized vehicles and noted the different ways they were customized?

British Colombia's Sun-Rype Products conducted focus groups in which it learned Canadians are having trouble getting their required servings of fruits and vegetables each day-especially the vegetables.It used _____ research methods.

A random sample is a carefully developed probability sample set up to ensure that every member of the population has an equal chance of being selected as part of the sample.

What is a marketing DSS? Name and briefly describe three characteristics of a true DSS.

Post Properties is a company that manages apartments in various communities.It is concerned with a glut of apartments in Atlanta,Orlando,and Dallas Its market researcher begins by examining the rental markets in the Southeast,the history of apartment buildings,local economies,competitive rents,and ownership--all information that was on hand and did not require any new research to locate.The market researcher looked at:

The best experiments are those in which:

List them and give a brief definition of the three types of Internet samples.

A(n)_____ is characterized by the researcher's altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales).