Exam 8: Decision Support Systems and Marketing Research

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 creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system is called:

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 the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen food section of Sav-More.The data Edisto collected 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 Digital Divide.Included in the survey by Forrester Research was information on income and education.The income question asked the respondent if they earned less than $20,000,between $20,001 and $30,000,between $30,001 and $40,000,between $40,001 and $50,000,or more than $50,000.This is an example of a(n)_____ question.

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.The marketing research conducted by Forrester would be categorized as:

Marketing managers can use marketing research to:

Research done by Morgan Stanley revealed that 72 percent of the United States is willing to try flavored colas.The research also showed which flavors were most desired.Cola producers using this information provided to them by Morgan Stanley would be using _____ data.

When the Witchduck Diner,serving Caribbean cuisine,first opened in Virginia Beach,it drew novelty seekers but few of the several hundred business people who worked within five miles of the restaurant..The owner's recognition that a problem exists is the first step in the marketing research process.

Computer-assisted personal interviewing and computer-assisted self-interviewing are two computerized methods for conducting:

Nonprobability samples:

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Telephone interviews offer:

Metasearch engines have proven impractical for most marketing research projects.

Government agencies,newspapers,and trade shows are good sources of competitive intelligence.

Which of the following is NOT an advantage associated with the use of Internet surveys?

Stair Specialist,Inc.builds customized circular staircases for homes in southern California.Its sales have plateaued.Nothing it does seems to change its sales picture.Its owner has asked you to advise the company on what it should do to increase its sales.Which of the following is an example of primary data that could be used for examining this marketing research problem?

A marketing decision support system is an interactive,flexible computerized data storage system that bypasses information-processing specialists and gives managers access to useful information from their own desks..

Which type of Internet sample would be used by a consumer products company that already has a database from which to select its sample?

Primary data are most often collected from a sample (a subset of a larger population).An important question researchers must ask is,"Must the sample be representative of the population?" The answer to this question yields two possible types of samples.Name and describe each of the two sampling procedures.Give a specific example of a sample type for each procedure.

Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.For this reason,marketing research should not be undertaken when:

A _____ is a specially designed phone room used to conduct telephone interviewing.