Exam 9: Decision Support Systems and Marketing Research

Name and describe the two types of online focus groups.How do they compare to in-person focus groups?

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

Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.

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:

Five hundred women were surveyed about their feelings about female physicians.The majority responded that they felt more relaxed with a female physician.The survey was an example of a(n)_____ sample because it used local hospital patents as survey participants.

Describe survey research and explain how it differs from observation research.Name six popular forms of survey research.

Which type of interview question encourages an answer phrased in the respondent's own words?

What are secondary data? List four major sources of secondary data and discuss why most research efforts rely on secondary data and usually collect secondary data before primary data are collected.

A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years.The company's owner wants to determine why the decline has occurred and how to reverse the trend.Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie-laden,its next step in the marketing research process should be to:

_____ 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(n)_____ is characterized by the researcher's altering one or more variables: such as price or package design--while observing the effects of those alterations on another variable (usually sales).

Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer,attendance decreased.To determine why this decrease in attendance occurred,the museum staff could rely on:

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

Which of the following is a source of competitive intelligence?

Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners.The information gathered would be an example of primary data.

Callaway Golf Co. 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.When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking?

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

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

A _____ is a specially designed phone room used to conduct telephone interviewing.

_____ research depends on watching what people do.