Exam 9: Decision Support Systems and Marketing Research

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 golfers 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 who were just beginning to play,as well as,experienced,competitive golfers who 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 enough could be learned about these two groups,then the company 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 greatly enhanced their game.The entire process from original prototype to final product took a little less than one year. -Refer to Callaway Golf Co.Callaway used its contacts at golf courses around the country to find the 40 women for its study.The 40 women would most likely be called a _____ sample.

Which of the following market research design would seem the most likely technology/methodology that Marriott used to gather data?

The kind of data gathered from Marriott Mobile made what strategy possible?

A true marketing decision support system possesses all of the following characteristics EXCEPT:

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:

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

After listening to a group of middle-aged women discuss their biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

Mystery shoppers engage in a form of:

While many economic indicators have been negative during the first half of 2009,the Wall Street Journal recently reported that U.S.retail sales were actually up in April.In fact,the performance of 61 percent of the retailers in the study topped analysts' expectations.If Costco used this report as factor in their expansion plans,they would be using _____ data.