Exam 8: Decision Support Systems and Marketing Research

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.AMN is most likely an example of a:

A retailer of sporting goods equipment is interested in learning what peoples' attitudes,motivations,and feelings are about its product lines.All of the following are potential sources for this information EXCEPT:

A manufacturer of an all-natural fruit and veggie bar targeted to people who want nutritious snacks has asked for marketing research to explain the reasons for the recent failure of its Apple-Broccoli bar.This type of research is described as:

As Key Energy Services,Inc.planned its first marketing research project,its marketing director recommended it use primary data because:

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem.These data are called _____ data.

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.Al Edisto,Sav-More's frozen food manager,noticed that sales of orange juice have fallen,and he wanted to set up a marketing research project to determine possible reasons for the decline.He first studied the data from the database system discussed above.These data are called _____ data.

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.

Which of the following is NOT an example of secondary data?

Los Hermanos Cafe has successfully operated seven restaurants in the same community for twenty years.Management plans to introduce an egg and cheese breakfast burrito to three restaurants after having success with this product in its other four diners.Los Hermanos Cafe doesn't need to conduct research before introducing the new product to its remaining restaurants.

A _____ error occurs because the selected sample is an imperfect representation of the overall population.

IRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drug stores,allowing IRI to electronically track each household's purchasing over time.This information on the household members is a product called:

Which of the following is NOT an advantage associated with cyber focus groups?

Among the advantages claimed for cyber focus groups are speed,cost effectiveness,broad geographic scope,accessibility,and honesty.

As part of your summer intern job,you have been asked to perform some marketing research concerning a proposed playground.Because you are unsure of the athletic abilities and parental safety concerns,you decide to conduct a focus group to develop a better idea of what should be included in a quantitative survey questionnaire.How would you go about setting up and conducting these focus groups?

Competitive intelligence allows managers to predict changes in business relationships,identify marketplace opportunities,and discover new or potential competitors.

The quality of secondary data should never be questioned.

In a survey for her marketing class,Allicia interviewed eighty randomly selected men and asked them their opinions of women with tans.Her initial results showed that the men overwhelmingly believed tans were a health risk.When she conducted the same survey using the same methodology,she discovered that 50 percent of the surveyed population in the second group find women with tans sexy.This is most likely an example of a _____ error.

To save money on marketing research,a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of secondary data.

In addition to using search engines to locate secondary data,you can also use subject directories.The two types of directors are academic and professional directories and:

Marketing research is important to management because it helps managers in several ways.Discuss three major benefits of marketing research to managers.