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 the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen food section of Sav-More.The data Edisto collected are called _____ data.

What is the chief advantage of primary data?

Marketing research is important to management because it helps managers in several ways.Discuss three major benefits of marketing research to managers.

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 type of research gathered by the Callaway Golf research team would be called:

Channel M2 provides market researchers with user-friendly virtual interview rooms,recruiting,and technical support for conducing virtual qualitative research.

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions.What is the most likely reason for using primary data?

What is a marketing research aggregator? Discuss the role of aggregator firms in marketing research.

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.

Discuss the advantages of Internet surveys.

When Wilson,a manufacturer of tennis racquets,sent a team of researchers,designers,and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet,what kind of research were they conducting?

_____ provides market researchers with user-friendly virtual interview rooms,recruiting,and technical support for conducting virtual qualitative research.

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health.A large insurance company is willing to sponsor a meeting of the nation's largest organic growers,pesticide producers,and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy.What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer.Before launching the product,P&G researchers visited consumers' homes and watched as people sorted laundry,creating piles of darks,whites,delicates,and items that would go to the dry cleaner because the people were unsure how to clean them.This was an example of _____ research.

All of the following statements explain the success of Internet marketing research EXCEPT:

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

To save money on marketing research,a marketing manager suggests the company use the results of a survey conducted last year because similar questions were asked then.The manager is suggesting use of primary data.

Which of the following is an example of Level 1 mystery shopping?

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

A(n)_____ is a software system specifically designed for Web questionnaire construction and deliver;it consists of an integrated questionnaire designer,Web server,database,and data delivery program designed for use by nonprogrammers.

A _____ specializes in arranging interviews for data collection on a subcontract basis.It may also provide focus group facilities,mall intercept locations,and kitchen facilities to prepare test food products.