Exam 9: Decision Support Systems and Marketing Research

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

The three roles of marketing research are persuasive,reminder,and informative.

When assessing the quality of secondary data,it is:

A(n)_____ sample is characterized by every element in the population having a known statistical likelihood of being selected.

A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley's new location.

A university hospital is interested in getting a cross section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities.The cost of the new amenities will be reflected in higher rates.The university hospital used a random number table to select participants from the list of patients who are currently in the hospital.This is an example of a(n)_____ sample.

Once adequate amounts of data have been collected,the researcher should present the report.

Government agencies,periodicals,and trade shows are good sources of competitive intelligence.

The last step in the marketing research process is to prepare and present the report.

Post Properties is a company that manages apartments in various communities.It is concerned with a glut of apartments in Atlanta,Orlando,and Dallas Its market researcher begins by examining the rental markets in the Southeast,the history of apartment buildings,local economies,competitive rents,and ownership--all information that was on hand and did not require any new research to locate.The market researcher looked at:

_____ is a scanner-based,sales-tracking service for the consumer packaged-goods industry.It tracks retail sales,consumer purchasing information,and promotional activity for all bar-coded products.

If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent,the analysis approach he or she would use is:

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.Al Edisto,Sav-More's frozen food manager,noticed sales of orange juice have fallen,and he wanted to set up a marketing research project to determine possible reasons for the decline.He first studied the data from the database system discussed above.These data are called _____ data.

Discuss two advantages and two disadvantages of using secondary data.

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.Which role of marketing research is represented if the student researchers address "what if" questions,such as examining the outcomes if all the degree programs were available online?

Dr.Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible.She is using a _____ sample.

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

Scanner-based research is a system of gathering information from a group of respondents by continuously monitoring the promotions panel members are exposed to and their subsequent purchase behavior.

IRI panel members shop with an ID card,which is presented at checkout in scanner-equipped grocery and drugstores,allowing IRI to electronically track each household's purchasing over time.This information on the household members is a product called:

All of the following are advantages associated with the use of Internet surveys EXCEPT: