Exam 8: Decision Support Systems and Marketing Research

A decision support system (DSS)involves the planning,collection,and analysis of data relevant to marketing decision making,and the communication of the results of this analysis to management.

The Salvation Army is collecting data on ways to make it simpler to give cash donations and assess public opinion toward the uniforms worn by its members using one questionnaire.This is an example of:

_____ is a scanner-based,national market tracking service for the consumer packaged goods industry.It tracks retail sales,consumer purchasing information,and promotional activity for all bar-coded products.

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.Since the SEMA research was not done specifically for Ford,it would be classified as _____ data.

The function of _____ is to address "what if" questions.It entails planning,collecting,and analyzing data relevant to marketing decision making,and the communication of the results of this analysis to management.

The most popular technique for gathering primary data is statistical analysis.

One day before the limited release of a multimillion dollar movie about the bombing of the World Trade Center,a group of relatives of people who lost their family members on that day appeared on the news to tell everyone how wrong it was for any company to try to profit from the tragedy.To find out whether these relatives had an impact on the number of people who wanted to see the movie,its production company hired a research company to obtain questionnaire data from theater goers in the cities where the movie was scheduled to open.Given the circumstances,the research company should use:

What is marketing research? Name and briefly describe the three functional roles of marketing research.

Five hundred women were surveyed about their thoughts on Martha Stewart.The majority admired her creativity but would not trust her as a friend.The survey was an example of a(n)_____ sample because it used subscribers to her magazine as survey participants.

There are several marketing research survey techniques available to the marketing researcher.Match the type of survey technique with the research situation by placing the matching letter of the survey technique in the blank provided to the left of the description.Each letter is used only once.

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population.

Will Otley is the buyer for a sports equipment store.He is interested in learning more about the needs of people who participate in individual sports like weight lifting and aerobics.Otley has decided to survey the people at his gym for information.Otley is gathering a _____ sample.

Researcher Susan Brandon was interested in how the human resources department at her company might better address some of the issues facing its students.To collect data on this issue,she interviewed the employees in her department.Brandon has used a random sampling procedure.

When assessing the quality of secondary data,it is:

A major limitation of the mall intercept interview is:

In-home personal interviews:

A _____ is a form of personal interviewing that uses a group of seven to ten people that have been recruited because of certain desired consumer characteristics.

An example of a good open-ended question would be,"Do you prefer auburn or blonde highlights in your hair?"

The research design specifies:

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 Sav-More Supermarkets.Edisto decided to survey each customer who stops in front of the frozen orange juice section on Saturday.The type of sample Edisto used for his research project is called: