Exam 9: Decision Support Systems and Marketing Research

One type of sampling error is _____,which is created when the sample actually interviewed differs from the sample drawn.

Which of the following is a type of probability sample?

What is the last step of the marketing research process?

Name two advantages and two disadvantages of using primary data.Also name two advantages and two disadvantages of using secondary data.

The users of Marriott Mobile is immune from sampling errors.

Marketing research has one use for management: It improves the quality of decision making.

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 _____ sample.

Community Trust Bank's management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups,Community Trust was collecting _____ data.

Any time a sample is used in marketing research,there will be two major types of errors,measurement error and sampling error.Briefly describe these two sources of error.Then name and define one other possible source of error.

A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups.The office sent out a questionnaire to parents whose children are behind in their shots.The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n):

Marketing research should NOT be undertaken when:

What is the marketing research problem? What is the marketing research objective?

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

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:

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.The type of research gathered by the Callaway Golf research team would be called:

In which of the following situations would a marketing researcher be most likely to use executive interviews?

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 freestanding insert (FSI)coupons. -Refer to Sav-More Supermarkets.Al Edisto,Sav-More's frozen food manager,decided that the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the store's frozen food section.Edisto collected _____ data.

Measurement error occurs when a sample somehow does not represent the target population.

All of the following is true about the Marriott Mobile survey except:

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem.These data are called _____ data.