Exam 9: Decision Support Systems and Marketing Research

While many economic indicators have been negative during the first half of 2009,the Wall Street Journal recently reported that U.S.retail sales were actually up in April.In fact,the performance of 61 percent of the retailers in the study topped analysts' expectations.If Costco used this report as factor in their expansion plans they would be using _____ data.

Which type of survey question is a closed-ended question designed to measure the intensity of a respondent's answer?

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

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

The most popular way to assess emotional reaction to a stimulus is _____.

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

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.The Internet would be an excellent means for Callaway Golf to conduct follow-up research because of all the following reasons,EXCEPT:

When gas prices approached $4.00 per gallon,auto manufacturers began thinking about the hybrid car market.Before committing to it,though,they asked consumers whether they would even consider a hybrid version of their new vehicle had it been available and,if so,what type of alternative fuel they found most appealing.In this case,marketing research was being conducted to:

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

In a(n)_____ sample,additional respondents are selected on the basis of referrals from the initial respondents.

Levi Strauss recently introduced its new Totally Slimming jeans.The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles.Instead they wanted jeans that were comfortable while covering-up problem areas,and showing off their figures.Levi's used this _____ data as the basis for designing this new line of jeans.

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

Which type of survey research method involves interviewing people in the common areas of shopping malls?

What is the last step of the marketing research process?

When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution,they used a(n)_____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one.This is an example of a(n):

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

The last step in the marketing research process is to prepare and present the report.

Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping.Using this research approach,known as _____ research,Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants.The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense.

All of the following are examples of secondary data EXCEPT:

A(n)_____ is characterized by the researcher's altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales).