Exam 9: Decision Support Systems and Marketing Research

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.It was important that the survey have a relatively low cost and offer anonymity to respondents to ensure candid answers.Which form of survey research should AMN have used?

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.

Nonprobability samples:

Kent has gathered data concerning people's preferences for traditional breakfast foods.He has learned that 30 percent of the population prefer eggs in the morning,50 percent of the population prefers something sweet for breakfast like a doughnut,and an overwhelming 86 percent prefer food that they can eat while they drive to work.What method of analyzing the data has Kent used?

The two types of online focus groups are:

All of the following are examples of secondary data EXCEPT:

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 regional supermarket chain gathers monthly information from the same consumers.It continuously monitors the in-store promotions the consumers are exposed to and records their purchases.It uses the mail to send different promotions to different areas,and consumers complete diaries recording grocery purchases in return for a small fee.This is an example of:

Any time a sample is used in marketing research,there will be two major types of errors,measurement error and sampling error.Briefly describe these two sources of error.Then name and define one other possible source of error.

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.

Which of the following is a type of nonprobability sample?

Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.For this reason,marketing research should not be undertaken when:

A company wanted to collected data on consumers' perceptions of its new brand.The marketing research director has recommended using a mail panel operated by Synovate.What can the company expect from a mail panel?

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

British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day.Marketers conducted focus groups,a type of _____,which revealed that participants were having particular trouble getting their required servings of vegetables.

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

A researcher wants to determine what percentage of the population in the southeastern United States would use a mass transit system if it were well-maintained.He gets telephone books from every city with over 200,000 people in those states and selects the fifteenth name in the middle column on every hundredth page as his sample.He has made a _____ error.

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

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.When the students presented the results of their study to the university administration,they discussed the differences in responses between male and female respondents.Which data analysis technique allowed them to get these results?

Phillip Morris USA,the manufacturer of Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette has asked for marketing research to explain the reasons for the recent failure of the new cigarette.This type of research is described as: