Exam 9: Decision Support Systems and Marketing Research

Blogs are a source of consumer-generated media.

Kimberly-Clark has outfitted consumers with mini video cameras mounted to visors to watch consumers doing chores and shopping.Using this research approach,known as _____ research,Kimberly-Clark learned that mothers had trouble using Huggies Baby Wash to bathe their infants.The problem was that the women liked to keep one hand on their infant at all times while the Baby Wash bottle required two hands to open dispense.

What is the chief advantage of primary data?

A major limitation of the mall intercept interview is:

Marketing research has three functional roles.These roles are:

Through marketing research,the Boston Symphony Orchestra (BSO)learned it has an older market and is not attracting younger concertgoers.It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful.In its second use of research,BSO employed _____ marketing research.

When people are hired to record traffic patterns in a shopping mall,they are engaging in _____ research.

When marketing researchers for a local fitness club wanted to know consumers' intention to start a fitness program for a New Year's resolution,they used a(n)_____ with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one.This is an example of a(n):

Define a marketing decision support system (DSS).Name and briefly describe the four characteristics of a true DSS.

One advantage of an online focus group is that respondents tend to talk more freely about issues that might create inhibitions in a face-to-face group.

Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer?

A true marketing decision support systems (DSS)possesses all of the following characteristics EXCEPT:

Martina was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Martina has used a random sampling procedure.

List five non-computer-based sources of competitive intelligence.

The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format.To determine what changes would be supported by its subscribers and what changes would not be welcomed,the publisher should engage in:

Which of the following is the BEST example of an effective question on a mail survey?

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 they 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.

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

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.

A carefully selected group of consumers who agree to participate in an ongoing online dialogue with a particular corporation is known as a(n):