Exam 9: Decision Support Systems and Marketing Research

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

Gathering data on two different projects using one questionnaire is called:

Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose that to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

Radio One is the largest U.S.radio broadcasting company targeting Black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

Trade groups,commercial publications,and government departments can be used as sources of:

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.Callaway used its contacts at golf courses around the country to find the 40 women for its study.The 40 women would most likely be called a _____ sample.

University Research Study A regional state university is experiencing declining enrollments.The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations.One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program.They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. -Refer to University Research Study.In addition to understanding potential students' attitudes and intentions regarding online degree programs,the administration has also asked the students to gather data on another project regarding the public's attitude toward the university overall.Gathering data on two different projects using one questionnaire is called a(n)_____ study.

A _____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Marketing research has three functional roles.These roles are:

The question you are answering right now is an example of a(n):

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

_____ is studying microscopic changes in skin moisture,heart rate,brain waves,and other biometrics to see how consumers react to things such as package designs and ads.

A(n)_____ is an interactive,flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.

University Research Study A regional state university is experiencing declining enrollments.The administration is concerned with this situation and asked a marketing research class to conduct a research study and to make recommendations.One thing the administration is interested in learning is the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program.They do not know what the market potential would be for online degrees and potential students' attitudes and intentions toward getting an online degree from this university. -Refer to University Research Study.Which role of marketing research is represented if the student researchers address "what if" questions,such as examining the outcomes if all the degree programs were available online?

Explain how researchers conduct an experiment and discuss the characteristic of a good experiment.Why is it impossible to conduct a perfect experiment?

A major limitation of the mall intercept interview is:

Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed _____ marketing research.

Once adequate amounts of data have been collected,the researcher should present the report.

_____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.