Exam 9: Decision Support Systems and Marketing Research

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

Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer,attendance decreased.To determine why this decrease in attendance occurred,the museum staff could rely on:

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?

Marketing research has three roles: persuasive,reminder,and informative.

When assessing the quality of secondary data,it is:

Radio One is the largest U.S.radio broadcasting company targeting black Americans today.Radio One staffers are constantly reviewing secondary information looking for any emerging trends in their target market.Potential disadvantages of this research approach include:

_____ specifies the research questions to be answered,how and when the data will be gathered,and how the data will be analyzed.

According to the text,a true marketing decision support system should be flexible,which means:

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 and dispense.

University Research Study A regional state university is experiencing declining enrollments.The administration is concerned with this situation and has asked a marketing research class to conduct a research study and 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?

The office of lieutenant governor was vacated,and a special election was called to fill the office.When the head of the state's Department of Education decided she might run for the office,she was unsure how running for this office could affect her long-term plans for running for the office of U.S.senator.She has hired a research company to obtain survey data from voters in the state.Given that she must make a decision in less than three weeks,the research company should use:

Compared to the personal interview,the telephone interview costs less,but cost is rapidly increasing due to respondent refusals to participate.

All of the following are advantages associated with online focus groups EXCEPT:

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.The creation of a large computerized file of customers' demographic and psychographic characteristics through the new Sav-More system is called:

Phillip Morris USA,the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette,has asked for marketing research to explain the reasons for the recent failure of the new cigarette.This type of research is described as:

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.

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.When Callaway researchers asked questions like "What bothers you the most about your irons?" what type of questions were they asking?

A _____ error occurs because the selected sample is an imperfect representation of the overall population.

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." This is a(n)_____ question.

Which of the following is a type of nonprobability sample?