Exam 9: Decision Support Systems and Marketing Research

What is the last step of the marketing research process?

Which type of error occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process?

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.AMN is most likely an example of a:

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

A recent survey reported 65 percent of the people responding said they were willing to spend more money for environmentally-friendly goods.Marketing research on how to best use this information will begin with the:

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.The Sav-More management is continually provided with information to make better marketing decisions.These data are easily accessed and manipulated.This type of system is called a:

PetsMart,a large chain of pet shops,surveyed consumers and asked,"Do you ever buy holiday gifts for your pets?" Respondents checked "Yes" or "No" to answer this question.This is an example of a(n)_____ survey question.

One advantage of Internet surveys is dramatically reduced costs.

Compare and contrast primary and secondary data and discuss how each is collected.

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.The creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system is called:

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:

Competitive intelligence allows managers to predict changes in business relationships,identify marketplace opportunities,and discover new or potential competitors.

A _____ error arises if the sample drawn from a population differs from the target population.

All of the following are advantages associated with online focus groups EXCEPT:

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

All of the following are benefits and insights provided by mystery shopping EXCEPT:

According to the text,a true marketing decision support system should be interactive,which means:

Fisher-Price employees were engaged in experimental research when they observed,from behind a mirror,children playing with soap bubbles and decided to build a toy lawn mover that spewed soap bubbles.

A(n)_____ gathers its information from one group of respondents by continuously monitoring the advertising,promotion,and pricing they are exposed to and what is subsequently purchased.This creates a huge database of marketing efforts and resultant consumer behavior.

Discuss the four types of observation research and give an example of how each is used in marketing research.