Exam 9: Decision Support Systems and Marketing Research

A(n)_____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

All of the following are advantages associated with the use of Internet surveys EXCEPT:

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

Measurement error occurs when a sample somehow does not represent the target population.

Which of the following is a type of probability sample?

All of the following are benefits and insights provided by mystery shopping EXCEPT:

A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years.The company's owner wants to determine why the decline has occurred and how to reverse the trend.Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie-laden,its next step in the marketing research process should be to:

The population from which a sample in a marketing research study will be drawn is referred to as the:

Low response rate is a problem commonly associated with:

British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day.Marketers conducted focus groups,a type of _____,which revealed that participants were having particular trouble getting their required servings of vegetables.

Which of the following is a form of observation marketing research that uses data mining coupled with identifying Web surfers by their IP addresses?

Callaway Golf Callaway Golf Co.has long been a leader in women's golf equipment,but it wanted to expand its lead in this growing sector of the market.While Callaway's technical people knew what could be done with design,they did not know exactly what women wanted in their clubs.Callaway management decided what it needed to do was to bring the technicians and women golfer together.Beginning about three years ago Callaway sent a team of researchers,designers,and golf pros out to visit with 40 women golfers of various abilities in locations from California to Florida.In selecting the golfers to study Callaway decided to focus on women that were just beginning to play and experienced,competitive golfers that wanted to own the latest equipment.Callaway management felt that these two extreme groups of golfers had been overlooked by golf club manufacturers.Further,Callaway felt that if they could learn enough about these two groups they would also learn enough to serve the rest of the women golfer market.Basically the research team observed the women playing golf and listened to their comments and concerns.The information gathered by this research team was built into every aspect of the design of a new golf club,including the feel of the club,the length of the club shaft and size of the club head,and the weight of the club.When prototypes of the new clubs were completed they were sent to the women golfers to get their feedback.That feedback was then used to refine the club design.This process went on until the women said the new clubs worked.The entire process from original prototype to final product took a little less than one year. -Refer to Callaway Golf.An experimental approach to evaluating the quality of the new Callaway golf clubs would be to have the women golfers to play two rounds of golf,one with their own clubs and one with the new Callaway clubs.The golfers results for the two rounds could then be compared to help determine which clubs were the best.What is normally the most difficult aspect of conducting experimental research?

All of the following are advantages associated with online focus groups EXCEPT:

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Possible answers 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?

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

An intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors is called:

Ethnographic research is a form of experimental research because it is conducted without any preconceptions.

Compared to the personal interview,the telephone interview costs less,but cost is rapidly increasing due to respondent refusals to participate.

Identify the four types of observation research and give an example of how each is used in marketing research.

Blogs are a source of consumer-generated media.