Exam 9: Decision Support Systems and Marketing Research

One advantage of Internet surveys is dramatically reduced costs.

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.

Name two advantages and two disadvantages of using primary data.Also name two advantages and two disadvantages of using secondary data.

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mower that spewed soap bubbles.

The quality of secondary data should never be questioned.

In a survey for her marketing class,Allicia interviewed 80 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 again using the same methodology,she discovered that 50 percent of the surveyed population in the second group found women with tans sexy.This is most likely an example of a _____ error.

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

A true marketing decision support system is interactive,flexible,discovery-oriented,and accessible.

Ethnographers can record all of the following EXCEPT:

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 their 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 bar-code 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.These data are easily accessed and manipulated.This type of system is called a:

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

Martina was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Martina has used a random sampling procedure.

Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups Community Trust was collecting _____ data.

The marketing research problem:

_____ involves the interaction of focus group participants.

A(n)_____ gathers its information from one group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and what is subsequently purchased.This creates a huge database of marketing efforts and resultant consumer behavior.

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

Several types of analysis are common to marketing research.Which one is the simplest?

List in order the seven steps of the marketing research process.

What is competitive intelligence? Discuss how it is used and provide an example.