Exam 9: Decision Support Systems and Marketing Research

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.Edisto decided to survey each customer who stops in front of the frozen orange juice section on Saturday.The type of sample Edisto used for his research project is called a _____ sample.

Competitive intelligence allows managers to do all of the following EXCEPT:

Media that consumers generate themselves and share among themselves is called:

Executive interview have essentially the same advantages and disadvantages as _____.

For what kind of research would a marketer use Channel M2?

_____ permit the analyst to relate the responses to one question to the responses to one or more other questions when assessing marketing research data.

A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling.She conducted two sets of group interviews,one with 10 leisure flyers and another with 10 business flyers.In each group,participants discussed what types of food,retail,and other services they wanted in the new terminal.These discussions are examples of:

Historically,marketing research has been practiced since the late 1800s.

SymphonyIRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drugstores,allowing SymphonyIRI to electronically track each household's purchasing over time.This information on the household members is a product called:

An online message board consists of a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

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.Because the students must finish the research project within a semester and do not have much money to conduct the research,which of the following would be the best quickest and least expensive method of collecting survey data?

In-home personal interviews:

What is the moderator's role in online focus groups?

The most popular technique for gathering primary data is by observation.

What is scanner-based research? What two companies currently provide most of the scanner data?

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.If the students analyze census data to determine demographic trends in the primary market area for the university,they are using _____ data.

In contrast to marketing research problems,management decision problems are:

All of the following are types of nonprobabilty samples EXCEPT:

The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.

Critics of behavioral targeting say that it is akin to: