Exam 9: Decision Support Systems and Marketing Research

All of the following are examples of secondary data EXCEPT:

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.

Blogs are a source of consumer-generated media.

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:

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

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:

What is scanner-based research? What two companies currently provide most of the scanner data?

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

Explain how researchers conduct an experiment and discuss the characteristic of a good experiment. Why is it impossible to conduct a perfect experiment?

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.When the students presented the results of their study to the university administration,they discussed the differences in responses between male and female respondents. Which data analysis technique allowed them to get these results?

A _____ is a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics.

Which of the following is a type of probability sample?

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.

All of the following are benefits and insights provided by mystery shopping EXCEPT:

The best experiments are those in which:

Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as:

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

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.

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?

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