Exam 9: Decision Support Systems and Marketing Research

What are three advantages and three disadvantages inherent in the use of a mail survey? Distinguish between a mail survey and a mail panel.

Media which consumers generate themselves and share among themselves is called:

A research manager decides to pick households for interviews by selecting street intersections at random,and then using a given route for the interviewers to follow--such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left.This is a:

Research indicates that Americans today are concerned enough about sustaining the environment that they are willing to spend more.In fact,65 percent of the people who responded to the survey said they were willing to spend more money for environmentally-friendly goods and 65 percent also expected to increase spending this year on eco-friendly products,despite the current downward trend in retail.Companies that use the results of this study in their product development efforts are using _____ data.

When a manager is faced with alternative solutions to a problem,he or she should NOT immediately call for marketing research.The first decision to make is whether to conduct marketing research at all.Name and briefly discuss two situations in which it is best NOT to conduct marketing research.

Stan's job is to walk the streets of Japan and locate fads.According to Stan,"Japan is advanced.What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?

A snowball sample is a type of probability sample.

Caterpillar has been experimenting with replacing the traditional steering mechanism on its graders with a joy-stick based steering mechanism.As a part of their research they built graders that included both a steering wheel and joy-stick steering mechanisms,then asked operators to use the machines for a few days.After two days of testing,several of the operators like the joysticks so well that they suggested that the steering wheel be removed to provide better visibility.This would be an example of _____ research.

In-home personal interviews:

What is marketing research? Name and briefly describe the three functional roles of marketing research.

Mystery shoppers engage in a form of:

_____ provides market researchers with user-friendly virtual interview rooms,recruiting,and technical support for conducting virtual qualitative research.

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.Because the students must finish the research project within a semester and do not have much money to conduct the research,which of the following would be the best,quickest,and least expensive method of collecting survey data?

Several types of analysis are common to marketing research.Which one is the simplest?

Discuss two advantages and two disadvantages of using primary data.

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 the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the frozen food section of Sav-More.The data Edisto collected are called _____ data.

Managers must combine specific pieces of information needed to identify the marketing research problem.Their _____ is to provide insightful decision-making information.

Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

Levi Strauss & Co.recently introduced its new Totally Slimming jeans.The idea for the jeans came from a group session conducted last August in which a group of moms made it clear they were tired of low-rise styles.Instead they wanted jeans that were comfortable while covering-up problem areas,and showing off their figures.Levi's used this _____ data as the basis for designing this new line of jeans.

The best experiments are those in which one factor is held constant and the other factors of interest are deliberately manipulated.