Exam 8: Decision Support Systems and Marketing Research

To determine new product opportunities,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 gathered _____ data.

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format.To determine what changes would be supported by its subscribers and what changes would not be welcomed,the publisher should engage in:

In contrast to survey research,observation research does not rely on direct interaction with people.Observation research takes three forms.What are these three forms? For each form,give one example of an observation method used.

What is the moderator's role in cyber focus groups?

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Choices were book club catalogs,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

Any time a sample is used in marketing research,there will be two major types of errors,measurement error and sampling error.Briefly describe these two sources of error.Then name and define one other possible source of error.

You need to collect information quickly using a complex questionnaire that probes for feelings behind why people purchase your products.You also want each interviewer to conduct the survey in the same manner.Fortunately,you have access to a computerized questioning system.Which of the following is your best option?

Marketing researchers use the Internet for:

When the marketing researcher for Avon Meadows Travel Agency was putting together its questionnaire for studying the domestic travel market and the travel habits of people who travel at least four times a year,it listed five possible answers for each question and asked that the respondent choose one.This is an example of:

The three roles of marketing research are persuasive,reminder,and informative.

You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service.You need a sample size of at least 300 people who spend at least $100 weekly at the supermarket,and you don't have a lot of money to conduct the research,so you should use:

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 initial background study of her company,competitors,and market represents which step in the marketing research decision process:

To determine how people reacted to the bombing of the World Trade Center,an Internet survey was conducted.Anyone who wanted to express their feelings about the event was allowed to participate.This survey used a(n)_____ sample.

A true marketing decision support system should be:

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer,you emphasize the necessity of having a sample that is representative of the population.What type of sample must be used?

After Mystery on Demand bookstore received the results of a survey that measured readers' intentions to purchase a newly discovered Agatha Christie mystery as soon as it was released,the store owner worried that many readers may have overstated their intentions and would not actually buy.The owner was concerned about the potential for what kind of sampling error?

What are secondary data? List four major sources of secondary data.Why do most research efforts rely on secondary data and usually collect secondary data before primary data is collected?

In contrast to marketing research problems,management decision problems 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 Sav-More Supermarkets.The Sav-More management is continually provided with information to make better marketing decisions.This data is easily accessed and manipulated.This type of system is called a:

A marketing researcher has many options when designing a questionnaire.However,some questions are better than others for obtaining specific types of responses.Match each survey question example with its most precise definition by placing the matching letter in the blank to the left of the example.Each letter is used only once.